Sou Hu Cai Jing·2025-12-09 04:33Core Viewpoint - Several tourism and hospitality companies are increasingly focusing on shareholder engagement through various promotional activities, aiming to enhance brand loyalty and market presence while potentially boosting stock prices [2][4][5]. Group 1: Shareholder Engagement Activities - Emei Mountain Tourism Co., Ltd. announced that shareholders holding over 500 shares can enter the Emei Mountain scenic area for free, with the offer valid from December 1, 2025, to January 31, 2026, excluding national holidays [2]. - Zhejiang Xiangyuan Cultural Tourism Co., Ltd. launched a shareholder reward program, which led to a significant stock price increase on the announcement day, demonstrating the potential short-term impact of such initiatives on stock performance [4][5]. - Other companies, including Huangshan Tourism and Emei Mountain A, experienced similar stock price increases on the days their shareholder reward programs were initiated [5]. Group 2: Marketing and Brand Strategy - The activities are seen as marketing strategies that not only aim to stimulate stock prices but also enhance brand visibility and shareholder engagement [5][6]. - The initiatives are designed to transform shareholders into "experiential shareholders," reducing barriers for younger investors and fostering long-term loyalty among smaller shareholders [5][6]. - Xiangyuan Cultural Tourism emphasizes the importance of creating a dual-value loop between shareholders and consumers, indicating a shift from competition based on scale to a focus on user value [6][12]. Group 3: Future Directions and Innovations - Xiangyuan Cultural Tourism plans to implement a comprehensive rights system for shareholders, integrating various consumer experiences such as tickets, accommodation, and dining into a unified rewards program [12]. - The company aims to enhance customer experiences through innovative offerings, including immersive night tours and personalized travel packages, to deepen emotional connections with users [12]. - The strategy reflects a broader trend in the tourism industry, where companies are leveraging shareholder engagement as a means to drive customer loyalty and market growth [12].