三星堆、云冈石窟被研学团“攻占” 为何大量文物古迹捧着“金饭碗”却赚不到文旅钱？

Core Insights - The summer tourism market has seen strong demand, with a notable increase in travel orders for flights, hotels, and car rentals, reflecting a 9.9% year-on-year rise in average order value [1] - The trend of quality travel is evident, with an increase in family and student travelers, leading to a surge in cultural and entertainment experiences during trips [1] - The popularity of archaeological sites, such as Sanxingdui and Mogao Caves, has significantly boosted educational travel, attracting a large number of family and senior tourists [1][2] Group 1: Market Trends - The demand for educational travel products has risen sharply, with a 120% year-on-year increase in searches for nature exploration products [2] - Sanxingdui Museum received over 1.3 million visitors during the summer of 2025, highlighting its status as a major tourist attraction [2] - Deyang City, home to Sanxingdui, saw over 22 million visitors across its 25 A-level tourist attractions in 2024, with nearly 30% of those visiting Sanxingdui [2] Group 2: Cultural and Educational Tourism - Archaeological sites are becoming popular destinations for educational travel, with numerous institutions focusing on Sanxingdui within a 5-kilometer radius [3] - The interaction between archaeological discoveries and cultural tourism is seen as a new driving force for local consumption [3] - The unique value of archaeological findings lies in their ability to attract public curiosity and cultural recognition, which is essential for developing tourism products [5][11] Group 3: Challenges and Opportunities - Despite the success of Sanxingdui, many regions struggle to effectively convert archaeological discoveries into tourism products due to a lack of differentiated experiences [7] - The process of transforming archaeological findings into tourism resources involves multiple stages, including public attention, resource investment, and eventual industry conversion [7] - The scarcity of archaeological resources can lead to significant economic benefits for local areas, as seen in historical examples like Anyang [11][12]