Not long ago, The General Office of the State Council issued a number of Measures on Releasing the potential of tourism consumption to Promote the high-quality development of Tourism (hereinafter referred to as the "measures"), which mentioned that "adjusting and optimizing the management of scenic spots..." Improving reservation measures has been placed in an important position. This includes reducing the collection of tourists' personal information as much as possible, and scientifically setting up online and offline ticket booking channels to maximize the needs of tourists. This also points out the direction for the management of scenic spots: at any time, it is necessary to take tourists as the center, improve service quality, innovate consumption scenes, and meet the new needs of tourists' cultural tourism consumption with high-quality and diversified supply.
No one-size-fits-all approach to scientific management
Since the beginning of this year, the tourism market has continued to heat up, many popular tourist attractions and museums are full of visitors, and problems such as the difficulty of booking tickets and buying tickets have become prominent. Some tourists constantly swipe mobile phones to grab tickets, some travel agency staff squatting to grab tickets, "hand slow no, almost all seconds sold out"; There are also tourists who do not know that they need to book tickets online in advance, only to find that there is no ticket at the gate of the scenic spot, "came a long way, but can only regret to return."
The concentrated release of a large backlog of tourism demand in the past three years, coupled with the rise of cultural and Bo fever, "scalpers" taking the opportunity to grab tickets and stockpile tickets, and the restrictions of booking mechanisms and flow restrictions during the epidemic period are the main reasons for the difficulty in booking tickets. This summer, in Beijing, Xi 'an, Shanghai, Chengdu and other cities, popular scenic spots and museums are hard to get tickets.
"The content of 'adjusting and optimizing the management of scenic spots' in the" Several measures "is precisely aimed at the difficult problem of booking tickets and buying tickets in the tourism market this year." Luo Xing, executive deputy general manager of Mutianyu Great Wall Tourism Services Co., LTD., said that the "several measures" mentioned improving reservation measures, simplifying reservation procedures, reducing the collection of tourists' personal information as much as possible, and scientifically setting online and offline ticket booking channels, "in order to maximize the needs of tourists to visit the tour, and try not to shut out tourists."
There are signs of growth in booked travel. In August 2019, The General Office of the State Council issued the Opinions on Further Stimulating the Potential of Cultural and Tourism Consumption, proposing to promote the ticket reservation system of scenic spots, reasonably determine and strictly implement the maximum daily number of tourists. By 2022, a ticket reservation system will be fully implemented in 5A-level state-owned scenic spots.
During the interview, a number of scenic operators mentioned that at present, 5A-level state-owned scenic spots have fully realized ticket reservations. Through ticket reservation, tourist information can be queried and tracked by the scenic spot, especially under the normalization of epidemic prevention and control in the past three years, which is an indispensable management means to ensure safe operation of the scenic spot. The "diversion" effect of time reservation can effectively improve the traffic difficulties, parking difficulties, and sightseeing difficulties faced by tourists during holidays, help scenic spots achieve the balance of holiday passenger flow, and achieve the goal of cutting peaks and filling valleys.
However, the tourism market continues to pick up this year, especially the hot summer market, which has put forward higher requirements for the management and service of scenic spots. Some tourism operators have called on scenic spots to adjust the ticket reservation system and increase ticket supply.
This summer, the Ministry of Culture and Tourism issued the Notice on Further Improving the Opening Management level of Summer Tourist Attractions, requiring all localities to optimize reservation management, strengthen flexible supply, promote tourist attractions to respond to changes in market demand in a timely manner, implement scientific management, do not engage in "one-size-fits-all", actively adopt new technologies and new means, and smooth reservation channels.
A balance of principle and flexibility
This year's Mid-Autumn Festival and National Day holiday, the major scenic spots strictly implement the "limited, reservation, peak" requirements, especially the well-known mountain scenic spots have strict management of the daily tourist reception. For example, Huangshan Scenic area will control the daily tourist reception within 30,000 people, take the initiative to cut peaks and fill valleys, balance the distribution of passenger flow, ensure smooth traffic, smooth passenger flow, orderly tour, improve the comfort and experience of tourists, and in advance of the release of the holiday series of tourism guides and "a letter to tourists friends" and other warm tips.
The load-carrying capacity of the scenic spot is a scientific data obtained through investigation and analysis. According to the relevant staff of Huangshan Scenic spot, from March to April, the Huangshan Scenic spot Management Committee and the research team of the Tourism School of Sun Yat-sen University carried out the maximum carrying capacity research. The research team made field visits to a number of important points in the scenic spot, extensively visited the front-line managers and tourists of the scenic spot, consulted historical data such as historical reception volume and weather, and inquired about the congestion situation of each important scenic spot node in the scenic spot. Based on field survey, in-depth visit, comparison of historical data and comprehensive analysis, the daily maximum carrying capacity, daily maximum carrying capacity in winter and carrying capacity of key landscape areas of Huangshan scenic spot were calculated from multiple angles, aiming at the characteristics of mountain scenic spots with complex terrain, many tourist links and large uncertainties such as local microclimate.
"It was a difficult decision for us to issue the streaming restriction announcement in the first place. Perhaps some tourists are already on their way to the scenic spot, and it is very unkind to 'shut the door' on tourists, and I am worried that there will be complaints." Zhang Pengyuan, deputy general manager of Henan Laojunshan Cultural Tourism Group, said that during the holidays, the staff of the scenic spot will count the number of online booking tourists in the early morning, for example, the maximum carrying capacity of the scenic spot is 30,000 people a day, when the online booking tourists approach this data, it is necessary to immediately issue a flow restriction announcement on the official platform of the scenic spot. "Ensuring the visitor experience is the first priority, and the number of visitors is not always the better." Zhang Pengyuan later found that tourists had an understanding and appreciation of the scenic area flow limit. From the message on the platform, it can be seen that tourists generally believe that the timely release of the flow restriction announcement by the scenic spot is a responsible behavior, and they like the scenic spot and "plant grass".
In addition to the implementation of the reservation time limit flow, Li Wei, chairman of Luoyi Cultural Tourism Development Co., LTD., introduced that many scenic spots will also uphold the principle of "reserving space and ensuring safety" in holiday management. Luoyi Ancient City scenic spot this year, tourists Hanfu clock hot, when the number of tourists increased sharply, the scenic spot will be the first time to start flow restriction measures: in the relevant channels marked evacuation exit and evacuation direction instructions, and will be voice-controlled broadcast, the park entrance screen play flow restriction tips, synchronous release of flow restriction information on the Internet.
At 9 o 'clock on October 2, the Dujiangyan View area in Sichuan issued an announcement saying that the number of tourist reservations had reached 95% of the maximum capacity (57,000 people), and it had launched a red alert, and would immediately stop online sales of tickets on the same day, only keep the window and scan the code to purchase tickets until the sales reached 100% of the maximum limit, and close the omni-channel sales platform. At noon on October 3, Qiandongnan Xijiang Qianhu Miao Village scenic spot issued an announcement that the number of visitors to the scenic spot had reached the maximum carrying capacity warning, and tourists who had not booked tickets were invited to visit the surrounding scenic spots or booked tickets after the peak.
The bottom line of principle cannot be touched, and flexible humanized management methods are indispensable. Zhang Pengyuan, for example, on the morning of the holiday, large-scale tourists have not yet arrived, and the manual ticket window will maintain a certain degree of elastic supply. Mountain scenic spots have rich tourist lines and huge carrying space, and the maximum single-day carrying capacity and instantaneous maximum carrying capacity are like tides, which are a flowing variable. Moreover, different weather, different seasons, the carrying capacity of the scenic spot is also different.
In response to the difficulty of booking during this year's tourist season. Scenic area operators generally believe that it is necessary to improve the reservation mechanism, optimize the reservation system by increasing the number of reservation places, booking time segments, dynamic ticket delivery and other forms, so that the reservation mechanism is more flexible and fine. The capacity of the scenic spot can be released through management optimization, such as optimizing the tour line of important points in the scenic spot and increasing the open space of the scenic spot. Dynamically adjust the ticket reservation according to the time of visit, for example, after the tourists who enter the park earlier on the day leave the scenic spot, the tickets can be re-put into the ticket pool and open to tourists who have alternate reservation needs.
High quality supply to meet new demand
A few days ago, some netizens posted a video saying that there were too many tourists in Wuhan Happy Valley, and a large number of tourists called "refund tickets" at the entrance of the scenic spot. Netizens said there was no staff at the scene to manage order, and many people jumped the queue. The staff of Wuhan Happy Valley replied that there was a large flow of people at the scene, and tourists were advised to travel at different peaks. On October 1, tourists in the Huyang Forest scenic area in Inner Mongolia also shouted "refund tickets".
Lin Huanjie, president of the China Theme Park Research Institute, believes that "Wuhan Happy Valley was called 'refund', more from the scenic area operation and management to find reasons." That day is the first day of Wuhan Happy Valley Halloween themed activities, and it is night, the scenic spot should set up fences at the entrance, guide tourists to take the initiative to line up, let tourists enter at different times, do a good job of dynamic monitoring of tourist information, adjust the flow limit program at any time.
"Tourists don't come all at once, they come in waves. Therefore, it is important for scenic spots to improve their service and reception capacity." Zhang Pengyuan believes that the reception capacity of scenic spots is a reflection of the comprehensive quality of scenic spots.
Zhang Pengyuan, for example, the arrival of a large-scale tourism team will form a passenger flow gathering, which puts forward a very specific test for the management of the scenic spot, and these problems need to be considered in advance by the scenic spot, and give solutions: will the wrong bus form traffic congestion, take the ropeway is not a long queue, the setting of the tourist public toilet is reasonable, and the garbage can should be added at which points...
Scenic area management and service are inseparable. During the Mid-Autumn Festival and National Day holiday, Huangshan Scenic area timely increased duty forces for some narrow and steep sections such as Lotus Peak and Aoyu Peak, and took "remote interception, near-end drainage, and intermittent release" measures according to the situation to ensure tourist safety, alleviate queuing pressure, and improve traffic capacity. Emei Mountain scenic spot is active everywhere with the "red vests" figure, set up the old, the sick and the disabled waiting area, to solve the problem of queuing for special people...
"Several measures" also mentioned that scenic spots should retain artificial Windows, before the number of tourists does not reach the maximum carrying capacity of the scenic spot, to provide ticket booking services for people with difficulties using intelligent technology. According to a number of scenic operators, although booking Tours has become the new normal for public travel, scenic spots generally retain ticket Windows and have staff to provide service guarantees for tourists in need.
Scenic spots are the Windows to practice humanistic care. He Li, director of the aging tourism Industry Promotion Committee of the China Aging Industry Association, said, "The elderly group's demand for smart tourism services is increasing, but the traditional consulting service still occupies a certain proportion. Scenic spot services should retain manual ticket Windows and green channels to ensure that the elderly can enter the scenic spot as soon as possible after arriving, rather than waiting for a long time outside the scenic spot."
The "Several measures" also mentioned that in the tourist season, by extending the opening hours of scenic spots, increasing flexible supply and other measures to improve the reception capacity of scenic spots. This is also a call for scenic spots to launch a richer and more diversified supply of tourism products. The "2023 China Night Economic Development Report" recently released by the China Tourism Academy shows that in the past five years, delayed opening is an important keyword, and the night opening rate of 5A-level scenic spots in 2023 is more than twice that of 2020.
Li Wei introduced that in order to ensure the tourist experience, the Luoyi Ancient City scenic spot will delay the closing time and turn off the lights during the holidays. At the same time, the scenic spot will adjust the relevant performing arts programs, reduce the centralized large-scale performances, increase the small-range multi-point flash mob performances, and require merchants to add experience formats in the store to increase the stay time of tourists in the store, so as to ensure the tourist experience.
In short, the meaning of adjusting and optimizing the management of scenic spots is not only the need to solve the problem of overcrowding during holidays. Luo Xing mentioned that in summer or holidays, only a few well-known scenic spots and museums are "difficult to obtain a ticket", and the maximum daily carrying capacity of most scenic spots cannot reach the upper limit. Therefore, the focus of adjustment and optimization of the management of scenic spots is to create consumption scenes, optimize the product formats of scenic spots, enhance the attractiveness of non-popular scenic spots, bring tourists a safer, better and deeper tourism experience, and truly release the potential of tourism consumption on the basis of exploring the reservation tourism system that is in line with modern and refined tourism services.
