春节出游高峰来临，景区应不应该免费？｜乐言商业

Core Viewpoint - The article discusses the trend of tourist attractions in China moving towards free admission or reduced ticket prices, emphasizing the importance of enhancing secondary consumption and visitor experience to ensure value for tourists [1][4]. Group 1: Free Admission Trend - Many scenic spots in China are entering the "free admission era," with examples including Hainan's Luhuitou and Tianya Haijiao, as well as Hangzhou's Lingyin Temple [1]. - The approach of offering free admission can attract a significant number of visitors, especially during peak travel periods like the Spring Festival [1]. Group 2: Visitor Capacity and Secondary Consumption - Attractions must assess their capacity to handle increased visitor numbers and prepare for secondary consumption opportunities [2]. - Some international theme parks derive over 50% of their revenue from secondary consumption, contrasting with many Chinese attractions that rely heavily on ticket sales [1][2]. - For instance, Luhuitou Scenic Area saw its visitor numbers double from 982,000 in 2018 to 2.1798 million in 2023 after implementing a free admission policy, with secondary consumption rising from 18% to 54% [2]. Group 3: Challenges of Free Admission - Not all attractions have the necessary infrastructure for secondary consumption, which can lead to operational challenges and insufficient revenue generation despite increased visitor numbers [3]. - The issue of visitor no-shows can arise with free admission policies, as seen in Hangzhou's Lingyin Temple, where over 380,000 reservations were canceled, accounting for nearly 20% of total bookings [3]. Group 4: Strategic Recommendations - Implementing free or lifetime ticket policies can diversify revenue streams and increase visitor numbers, but attractions must focus on developing secondary consumption facilities and cultural IP [4]. - If an attraction lacks strong secondary consumption capabilities, maintaining a ticketing model may be more sustainable to ensure operational viability and mitigate losses from no-shows [4].