以"一票游多日"来激活"门票经济"的乘数效应，不能仅停留在延长门票有效期的表面，各地景区应破 除"围墙思维"，以通票为纽带，抓住消费扩容、夜经济激活、周边产业协同等核心环节，积极串联 起"食住行游购娱"，实现文旅产业链重构。 提高景区产品和服务质量，实现从"门票经济"到"多元消费"的扩容升级。"一票游多日"的关键在于通过 延长停留时间，让消费从"单点"向"多元"扩散，各地景区应积极挖掘在地优质文化，融合新玩法、新场 景、新业态，提供更多具有主题性、参与感、感染力的特色优质文旅产品。此外，进一步完善服务体 系、提高服务水平，靠好产品把游客"吸引来"，靠好服务把游客"留下来"，让游客有足够时间深入体 验，进一步撬动旅游消费市场。 通过激活夜经济，用旅游"时间差"挖掘"消费增量"。夜间消费是文旅经济的"富矿"，各地景区可结合景 区实际，建设"夜"态文旅消费新场景，引入数字化、智能化、智慧化等新技术、新产品，强化智慧服 务，拓展消费体验纵深与范围，让游客感受不同时段的景区魅力，将"白天的流量"转化为"夜晚的消 费"。 这个暑假，国内许多景点开始实行"一票游多日"的制度，即购买一张门票后，可以在规定的时间内多次 到景区 ...

Core Viewpoint - The implementation of a ticketing policy for the Zhongshan North Road pedestrian street in the Jingdezhen Taoyangli Historical and Cultural Tourism Area has sparked concern among tourists and locals, with some viewing it as a form of "coerced consumption" [2][4]. Group 1: Ticketing Policy Details - The pedestrian street began charging an entrance fee of 53 yuan per person starting July 17, which includes access to all attractions within the Taoyangli tourism area, such as the Imperial Kiln Factory site and the Ming and Qing kiln groups [2][4]. - Local residents can visit the pedestrian street for free but must register their identity through a facial recognition system upon their first visit [2][4]. - The ticket pricing structure includes adult tickets at 53 yuan, and discounted tickets for seniors and children at 26 yuan [2]. Group 2: Historical Context and Changes - The Taoyangli tourism area has been charging fees since 2016, but from 2021 to 2023, it temporarily implemented a free reservation policy in response to national guidelines [4]. - The area is recognized as a new landmark for cultural tourism in Jingdezhen, reflecting the city's historical significance in porcelain production [4]. Group 3: Industry Insights - Industry experts suggest that the shift from a "ticket economy" to a "comprehensive economy" in tourism is essential, emphasizing the need for enhanced visitor experiences and secondary consumption to support operational sustainability [5].

旅游业本质上是一个创造体验的产业，承载着人们对美好生活的期待。"舟行碧波上，人在画中游"，对 于渴望突破的老牌景区而言，经营的重心不光是"碧波景"，更在于"画中人"。 观察这些年的国内旅游市场，有个极具反差感的现象：一到假期，各大景区总是游人如织，一看财报却 发现，不少景区深陷"旺丁不旺财"困局。比如今年"五一"假期，市场热度创近年来新高，3.14亿人次出 游、1802.69亿元消费，文旅业交出一份亮眼答卷；一些知名景区却在近日"亏"上热搜，5年亏损超13亿 元、仅1年就亏2亿元等，令人瞠目的同时也让人感到不解。 景区热热闹闹，难掩业绩冷冷清清，从A股文旅上市公司陆续公布的一季度财报中也可见一斑。Wind数 据显示，16家公司中仅有不到半数实现营业收入、净利润双增长，其余业绩均出现下滑。这其中，还有 很多是坐拥稀缺自然资源的老牌景区。 明明手握文旅富矿，风景依旧"能打"，为何这些景区还会跌入亏损泥潭？一个不争的事实是，我国旅游 市场竞争已经步入红海。曾几何时，5A级景区的招牌还是"香饽饽"，申请一个，就够地方文旅倚重多 年。如今，仅2024年一年就新增40家5A级景区，再加上各种新兴网红城市、小众旅游目的地， ...

Core Insights - Guilin Tourism has accumulated losses of nearly 1 billion yuan since 2020, with a revenue drop of 7.58% in 2024 and a net profit loss of 204 million yuan, reflecting a significant decline of 1830.7% year-on-year [1] - Zhangjiajie, another well-known tourist operator, has also faced severe financial difficulties, leading to its stock being marked as "ST Zhangjiajie" due to continuous losses [1] - The traditional "ticket economy" model is facing severe challenges, as high ticket prices are no longer sustainable in the current competitive tourism market [2][7] Industry Challenges - The reliance on high ticket prices for profit has reached a bottleneck, with the National Development and Reform Commission urging reductions in ticket prices for state-owned scenic spots [2] - Despite ticket price reductions, such as Zhangjiajie's core scenic area ticket dropping from 248 yuan to 165 yuan, total revenue still declined by 5%, indicating that merely lowering prices does not resolve the underlying profitability issues [2] - Tourists are increasingly sensitive to ticket prices, especially when they represent a significant portion of their daily wages, limiting their willingness to pay [2][3] Shift in Consumer Expectations - Tourists now seek comprehensive experiences rather than just scenic views, leading to a redefinition of value in tourism [3][4] - Negative feedback about high ticket prices and poor experiences is prevalent on social media, highlighting the mismatch between ticket prices and the quality of service and experience provided [3][4] - Successful examples, such as the West Lake in Hangzhou, demonstrate that free access can enhance visitor satisfaction and stimulate surrounding businesses, indicating a shift towards experience-driven tourism [3][4] Need for Business Model Innovation - The traditional "high ticket price + low service" model is unsustainable, and scenic spots must evolve to meet modern consumer expectations [6][7] - Many scenic areas still operate under outdated "sightseeing 1.0" models, focusing on physical attractions while neglecting service quality and visitor experience [7] - There is a pressing need for diversified revenue streams beyond ticket sales, with successful destinations integrating secondary consumption such as hotels and performances into their business models [9] Recommendations for Future Development - Scenic areas should focus on enhancing the quality and diversity of their offerings, moving from a "ticket seller" to an "experience designer" [9] - Developing unique cultural experiences, themed routes, and high-quality service can help attract visitors and improve profitability [9] - Emphasizing digital technology and cultural integration will be crucial for creating value and meeting the evolving demands of tourists [9]