景区收取门票或免费都可以操作，前者要做好付费景区的内容，后者要做好二次消费的业态与布局，让 游客觉得物有所值是关键。 但并非所有的景区都有完善的二次消费配套业态，如果当地的餐饮、酒店、周边商品等开发都跟不上， 那么即便门票免费后来者众多，也难以创收，反而是给景区增加运维压力。笔者就曾经到访过山东的几 个免费景区，景区从硬件设施到软件服务都跟不上，更谈不上二次消费拉动，因此门票免费后难以产生 经济效益。 景区免费后还要注意的是游客的爽约问题。由于门票成本为零，于是有些游客会选择先预约，但之后随 意爽约，这就影响了景区的正常客流。2025年12月至2026年1月，杭州灵隐飞来峰景区实行免票预约制 度，官方数据显示，那段时间累计爽约人数超过38万，占预约总量的接近20%。 于是，有景区采取终身门票政策，比如四川海螺沟等14家景区，即购买了终身门票的游客在旺季去过一 次后就可以免费了。如此可以相对减少游客的爽约率，毕竟还是有一定门票成本的，而且因为支付过一 次票价，为了把基础票价"赚回来"，游客们会反复去该景点，这就拉动了当地的餐饮、住宿和购物消 费。当然，此种模式也有同样的前提，即景区需要具备成熟的二次消费配套设施 ...

Core Viewpoint - Many scenic spots in China are implementing free admission policies for shareholders and even all visitors to address declining profits and reliance on single ticket revenue, aiming to boost secondary consumption and diversify income sources [4][6][8]. Group 1: Free Admission Policies - Emei Mountain A (000888.SZ) announced a shareholder reward program from December 1, 2025, to January 31, 2026, allowing eligible shareholders to enter the scenic area for free, with accompanying family members receiving a 50% discount on adult tickets [4]. - Huangshan Tourism (600054.SH) also offered free admission to eligible shareholders from November 22 to November 30, 2025, for its scenic areas [4]. - Other scenic spots, such as Lingyin Feilai Peak and Chaka Salt Lake, are providing free admission to all visitors starting December 1, 2025, to attract more tourists [5]. Group 2: Financial Performance - Emei Mountain A reported a revenue of approximately 733 million yuan for the first three quarters, a year-on-year decrease of 9.06%, with a net profit of about 234 million yuan, down 3.98% [7]. - Huangshan Tourism's third-quarter revenue was 595 million yuan, a year-on-year increase of 3.05%, but its total profit decreased by 13.65%, with a net profit decline of 17.17% [7]. - For the first three quarters, Huangshan Tourism's revenue was 1.535 billion yuan, up 8.75%, but its net profit fell by 11.02% [7]. Group 3: Shift in Revenue Strategy - The tourism industry traditionally relies heavily on ticket sales, which are subject to seasonal fluctuations, leading to income instability [8]. - By eliminating ticket barriers, scenic spots aim to increase visitor numbers, thereby enhancing secondary consumption in areas such as dining, accommodation, and shopping [8]. - The strategy of offering free admission is seen as a way to improve revenue diversification and strengthen shareholder loyalty, potentially attracting new investors [8].