广东文旅“毕业生经济学”升温：短期折扣撬动Z世代社交资本

Core Viewpoint - The article discusses how Guangdong's tourism and cultural enterprises are leveraging graduation season and the high school entrance exam to attract young consumers through various discounts and promotions, targeting the social influence of Generation Z [1][4]. Group 1: Promotional Strategies - Guangdong tourism companies have tailored multi-layered discount strategies for graduates, including free admission and significant discounts for accompanying guests [2]. - Specific promotions include free entry for graduates at locations like Foshan Nanhai Film City, and discounted packages that combine transportation and experiences, such as the 20% cash back on train fares in Dongguan [2]. - Emotional value is emphasized, with cultural experiences and events designed to create shareable content on social media, appealing to the desire for unique experiences among young consumers [2]. Group 2: Business Logic Behind Discounts - The seemingly loss-making discounts are strategically designed to encourage secondary spending, with an estimated 30% increase in visitor numbers at attractions like Guangzhou Zhengjia Polar Ocean World [3]. - Social media engagement is a key focus, with attractions linking discounts to social sharing, viewing user-generated content as valuable advertising [3]. - Long-term customer cultivation is also a goal, as seen with initiatives aimed at embedding cultural experiences in the memories of young visitors for future family visits [3]. Group 3: Generation Z Preferences - Generation Z graduates exhibit a preference for immersive experiences over traditional sightseeing, seeking opportunities to learn new skills during their travels [4]. - There is a willingness to pay a premium for services that enhance social image, such as custom video editing and themed photoshoots, indicating a shift towards valuing emotional and social currency [4]. - Graduates prioritize unique experiences that can enhance their social media presence, viewing discounts as a means to access these valuable experiences rather than just cost savings [4].