Recently, Yunnan tour guides threatened tourists "do not consume included in the credit" incident again into the public eye. March 14 "surging news" published a report, a tour guide to bully tourists to consume, even lied that "tourists do not consume will affect the credit, data will be uploaded to the Yunnan Provincial tourism system." The world's public opinion was in an uproar.

The story is this, the reporter spent 880 yuan as a tourist to sign up for a "Kunming, Dali, Lijiang 5 nights 6 days tour" tour. The itinerary travel agency even arranged a tea store, jade store, silver store, Huanglong jade store and other 6 shopping points. In order to achieve the purpose of forcing tourists to spend more shopping to earn rebates, the tour guide even in the bus blatantly threatened tourists: not consumption will affect credit, shopping amount will be uploaded to the Yunnan Provincial Tourism System, if there is no consumption, will be included in the blacklist.

The day of the report, the Yunnan Provincial Department of Culture and Tourism responded, has instructed the relevant departments to investigate and apologize to the tourists. A few days later, the local authorities also issued a stern investigation of eight enterprises and five individuals involved in low-priced tours, the incident has come to an end.

Back to analyze the incident, we found that tourists travel to seek relaxation, with a very strong desire to consume and the ability to buy. Scenic area in this regard, the service and attention is obviously not enough in place, or will not repeatedly tolerate tour guides to force tourists to shop the emergence of news events, the scenic area, this reputation will inevitably lead to a large number of tourists lost and the reduction of ticket revenues. So, in the end, how to improve the secondary consumption of tourists?

The special nature of tourism, so that the scenic area for most tourists are unfamiliar. Therefore, after entering the scenic area, even with a map, many tourists will produce a momentary sense of confusion. In particular, many scenic spots are sightseeing type scenic spots, tourists follow the flow of people into, along with the flow of people out are still blind, the process can not produce consumer desire. Therefore, the attractions should be simple and easy to understand, the tour route design should be closely integrated with the secondary consumption program. Let the tourists tour up more easily, but also more likely to produce the idea of consumption.

Tourists are subject to offline distance, personal physical strength, travel plans and time constraints, in a short period of time is unable to contact too many scenic consumption projects. Generally, it is a step by step, encountered only to produce the idea of consumption. Then the scenic area can be all the two consumer products access to the online platform, such as scenic spots within the sightseeing car, cable car, *** enjoy the car, boat and other transportation two consumer, amusement parks, children's playgrounds and other leisure and entertainment facilities, as well as scenic spots within the food and beverage, lodging, specialty goods, cultural and creative products, etc., can be placed on the online platform to increase product exposure.

Tickets, sightseeing tickets, food and beverage, entertainment and other types of projects combined together to form an electronic package, the establishment of a variety of packages for tourists to choose from, reduce the price of bundled sales, pulling tourists to link consumption. Multiple projects are put together for discounts, using the discounts and convenience of the package tickets to attract tourists to generate more consumption.

In the exploration of the scenic area how to enhance the consumption of the conversion rate of the journey, Shenzhen smooth travel pioneered the "travel to pull the scenic area consumption" concept . Through the scenic cloud for the scenic area to build digital travel platform, access to all kinds of offline consumption, for tourists to carry out accurate marketing. Its value is as follows:

1, access to all kinds of transportation products and rental terminals, equipment for intelligent transformation, a key to generate traffic visualization ticketing system, so that tourists only need to cell phone code can be online self-service ticketing rental car.

2, access to all kinds of secondary consumption, drawing merchant maps for scenic spots, access to scenic spots catering, cultural and creative and project-based goods, using the vehicle as the entrance to draw traffic for the secondary consumption project, accurately releasing information to tourists, and guiding tourists to spend money.

3, linkage of transportation and consumption, to travel lines as the core, binding all kinds of projects to form electronic sets of tickets, pulling tourists to linkage consumption.