1. China Online Travel Platform User Insights Research Report In an era of abundant supply of tourism resources and fierce industry competition, focusing on the core needs of mainstream consumer groups, grasping the general trend of integrating cultural tourism and marketing, and attracting tourists quickly and effectively, are cultural tourism enterprises

and tourism destinations pay close attention to marketing hot spots.

Cedar Luwen advocates user value orientation, has in-depth insight into and research on mainstream tourism consumer groups, and innovatively explores cross-border marketing models.

Dayan Flower Lane, Dukezong Flower Lane, and Xitang Flower Lane projects under Cedar Culture and Tourism are all based on local culture, combining humanistic performances with local customs and sentiments, adding entertainment experience to the local original ecological living atmosphere.

, giving new charm to cultural tourism and creating a different Hualian experience.

2. Online travel market analysis Under the impact of the epidemic, the Chinese and American travel markets have declined, and strict closure and control policies have frightened tourists.

The tourist attractions are not standardized and the staff are unprofessional.

3. Tourism user analysis Wu Jiangzhou, School of Tourism, Central South University of Forestry and Technology, revealed in the article "Cost-Benefit Analysis of Tourism Annual Pass Issuers": At present, the tourism annual pass business model in China and the United States can be government-led, corporate issuance, scenic spot participation,

Merchants join.

These sixteen words can sum it up.

Since the management and ownership of many scenic spots in China still belong to the state, the government plays a leading role in annual travel passes as a marketing tool for regional tourist destinations.

However, since the government is an administrative agency after all, it can only play a leading role in coordinating conflicts with annual travel passes.

It would be more appropriate to entrust the actual distribution work to companies with certain operational experience.

As outsiders, companies can use their own professional methods to efficiently operate the issuance of annual travel passes.

This is the advantage of business operations and distribution.

In other words, most of the sales of tourist tickets every year are distributed. As the competent department, it only plays the role of integrating the resources of tourist attractions.

Taking Shaanxi as an example, the competent unit of Shaanxi Tourism Annual Pass is the Shaanxi Tourism Annual Pass Issuance Office. Public reports show that Splendid Jiangshan National Tourism Annual Pass has been issued for ten consecutive years.

The joint authorization of each scenic spot is handled by the annual pass office established in each place.

It is a public support project led by the government and benefits the country and the people.

However, in fact, people may also be interested in projects to make a profit, and direct annual ticket income is naturally the most intuitive.

But remember, the annual pass also has a cost, that is, as long as the user arrives at the scenic spot and uses the annual pass for free, the annual pass office will have to pay a certain fee to the tourist attraction.

Of course, this fee is much lower than the normal price of scenic spot tickets.

But how the settlement is actually done, whether it is settled by a single user or by a certain number of users, is unknown.

Well, some people may ask, if this is reconciled, wouldn’t there be fewer and fewer tourist tickets every year?

In fact, if we really do the math, the more people go to the same scenic spot, the more the ticket office has to settle accounts for the scenic spot every year, and the higher the cost.

If all users go to all attractions, the annual travel pass will definitely be a loss.

However, those who have dealt with annual travel passes should think carefully.

How many times a year do you actually use the annual pass you purchased?

In fact, you can visit more than 800 attractions in a year, even if the economy allows, there is not enough time.

Not allowed.

For example, 100,000 people in a province have purchased annual travel passes. Calculated at a unit price of 100 yuan per person, the total sales price is 10 million yuan. Then: 20% of them go to many attractions, and these 20% of them are in

Losing money.

The per capita loss of 200 is 4 million.

20% of people went to several attractions, and the expenses for these 20% were equal.

break even.

There are also 50% of people who only go to 1 or 2 attractions. These 50% of people are profitable in terms of cost.

The per capita expenditure is 502.5 million yuan.

Another 10% of people did not use the New Year.

s ticket once, so although 40% of people use annual passes to spend money repeatedly and lose money, the other 60% actually make a profit.

Judging from the general ledger, it is unlikely that the annual travel pass will suffer a loss.

Therefore, the profit model of annual travel tickets is obvious: 1. Silent users and inactive users account for the majority of annual travel tickets, and the settlement costs of scenic spots are actually very low.

2. A few popular scenic spots bear most of the reception volume of distant and unpopular scenic spots.

When the number of receptions reaches a certain amount, it is equivalent to enjoying the super value group purchase price, which indirectly reduces the overall cost.

3. When the user base reaches a certain order of magnitude, annual travel passes may bring huge traffic to participating scenic spots.

If everyone in China had an annual travel pass, every tourist spot would be crowded.

Of course, the above are all my personal analysis and imagination.

It should be said that the annual travel pass is a project that benefits the people and is also very valuable.

Friends who have more detailed data are also welcome to discuss it together.

However, similar road trip passports and independent travel passports are similar to annual passes.

Why else would the organizers remain tight-lipped when asked about passport activation rates?

Because this is the business rule behind it. Even if he knows it, he will win and I can't tell you.

Just like if you apply for a fitness card for your own community fitness club, some people will not do it even once, so they must lose money.

People go there every day, and businesses naturally lose money.