门票做减法，消费做乘法 文旅产业从“卖门票”到“卖场景”

Core Insights - The article highlights the shift in the cultural tourism industry from "selling tickets" to "selling experiences," as evidenced by the success of the Beijing-Tianjin-Hebei tourism scenic area joint ticket initiative, which has generated over 300 million yuan in direct and indirect consumption from more than 80,000 tickets sold in just over six months [1] Group 1: Supply-Side Insights - The "joint ticket model" eliminates the "invisible barriers" that have historically restricted effective demand, as high ticket prices have deterred tourists from exploring more destinations [1] - Priced at 298 yuan, the joint ticket offers access to over 200 scenic spots valued at nearly 10,000 yuan, allowing for unlimited visits throughout the year, thus stimulating significant local and surrounding tourism demand in the Beijing-Tianjin-Hebei region [1] - This model also directs a continuous flow of visitors to lesser-known but high-quality scenic spots within the region, facilitating the connection between resources and customer sources [1] Group 2: Demand-Side Insights - The joint ticket model has a multiplier effect on consumption, as it leads to considerable secondary spending at scenic spots [1] - With ticket prices no longer being the primary expense, tourists are more likely to allocate additional budgets for dining, accommodation, and cultural products, thereby extending the industry chain and promoting overall economic prosperity [1] Group 3: National Trends - The joint ticket model is gaining traction nationwide as a consensus for addressing regional integration and consumption upgrades, supported by government initiatives [2] - Various regions are implementing tailored strategies, such as Shandong's "High-speed Rail Tour of Qilu," which bundles train tickets with scenic area admissions, and the Chengdu-Chongqing region's "Chengdu-Chongqing Cultural Tourism Card," which covers over 60 scenic spots to enhance travel affordability and promote regional integration [2] - As the Beijing-Tianjin-Hebei collaborative development deepens, there are expectations for the joint ticket model to evolve and contribute more significantly to regional economic growth [2]