Abstract: In February 2024, the Ministry of Culture and Tourism announced the list of new 5A-level tourist attractions, and added 21 tourist attractions, including the Beijing (Tongzhou) Grand Canal Cultural Tourism Scenic Spot, as national 5A-level tourist attractions. As of February 2024, there are 339 5A-level tourist attractions in mainland China. The management and operation activities of scenic spots mainly rely on tourism resources, and the demand of the mainland tourism market continues to increase, which stimulates the management enterprises of scenic spots to improve their service levels and continuously optimize the development and construction of tourist attractions.
1. Definitions and Classification
Scenic spot refers to the area with ornamental, cultural or scientific value, natural landscape, cultural landscape is relatively concentrated, beautiful environment, can be visited by people or carried out scientific and cultural activities. Scenic spots mainly include natural landscapes and cultural landscapes, and scenic spots dominated by natural landscapes can be divided into mountain scenic spots, canyon scenic spots, lake scenic spots, grassland scenic spots, etc., and scenic spots dominated by cultural landscapes can be divided into historical relics scenic spots, former residences of cultural celebrities, religious and cultural scenic spots, folk cultural scenic spots, etc. Effective management can ensure the sustainable development of scenic areas, prevent overexploitation and abuse of resources, improve tourist satisfaction, and promote the healthy development of tourism. In addition, through scientific planning and management, scenic spots can show their unique charm, provide high-quality leisure and education places for the public, and become an important position for inheriting culture and promoting spirit.
Second, the business model
1. Ticket business model
The ticket business model is one of the most traditional and common ways to make money in the management of scenic spots. This model directly generates revenue by selling tickets to tourists to cover the operating costs and maintenance expenses of the scenic area. Ticket prices are usually set based on factors such as the popularity, uniqueness, and attractiveness of the scenic area, as well as market demand. In order to attract more tourists, scenic spots may also launch special promotions or packages to increase ticket sales and revenue. The ticket business model is simple and straightforward, and is essential for the preservation and management of the essential operations of the Scenic Area. At the same time, through reasonable pricing and marketing strategies, it can also effectively balance tourist flow and revenue to achieve sustainable development.
2. The business model of comprehensive tourism income
The tourism comprehensive income business model is a more comprehensive and diversified way of making profits, through which scenic spots no longer rely only on ticket revenue, but expand their revenue sources to catering, accommodation, shopping, entertainment and other aspects. This business model emphasizes providing tourists with a one-stop travel experience, from visiting attractions to enjoying food, accommodation and rest, to buying souvenirs and experiencing entertainment activities, every consumption of tourists in the scenic area can become a source of income for the scenic spot. Through the business model of comprehensive tourism income, scenic spots can better meet the diversified needs of tourists, improve tourist satisfaction, and also increase the income of scenic spots and promote the sustainable development of scenic spots.
3. Industrial linkage business model
The industry linkage business model of scenic spot management is a deeply integrated tourism development strategy, which aims to achieve diversified and sustainable growth of scenic spot income through the development of diversified industries. The model takes tourism as the core, and combines agriculture, culture, sports, education and other related industries with tourism through horizontal expansion and vertical extension to form an industrial chain. For example, scenic areas can develop agricultural experience programs that allow visitors to participate in agricultural activities while enjoying the beautiful scenery, or cooperate with cultural institutions to launch themed cultural activities to enrich the cultural experience of tourists. This business model not only enriches the connotation of tourism products, but also broadens the source of income, realizes mutual benefit and win-win results between industries, and injects new impetus into the sustainable development of scenic spots.
4. Tourism real estate business model
The tourism real estate business model is an innovative way to make profits in the management of scenic spots. The model combines tourism with real estate development to attract tourists and investors through the construction of high-quality residences, resorts or hotels in or around scenic areas. This model not only provides a more comfortable stay for tourists, but also provides investors with properties with the potential for appreciation. At the same time, the development of tourism real estate can also drive the development of related industrial chains, such as construction, decoration, property management, etc., and inject vitality into the local economy. However, this business model also needs to pay attention to balancing the relationship between tourism development and ecological protection to ensure the sustainable development of scenic spots.
5. Business model for the integration of tourism resources
The business model of tourism resource integration for the management of scenic spots refers to the formation of a pattern of complementary advantages and common development through the integration of various tourism resources inside and outside the scenic spots. The model aims to break the limitation of a single tourism resource, effectively integrate multiple scenic spots, catering, accommodation, transportation and other tourism resources, and provide tourists with more comprehensive and convenient tourism services. Through the integration of resources, the optimal allocation of resources can be realized, the utilization efficiency of tourism resources can be improved, and the competitiveness of the entire tourism industry can be enhanced. Through the implementation of the business model of tourism resource integration, scenic spots can better meet the diversified needs of tourists, promote the rapid development of tourism, and achieve a win-win situation of economic and social benefits.
6. A business model that integrates industry and capital operation
The business model of integrating the industry and capital operation of scenic spot management is a more advanced and complex way of making profits. Under this model, scenic spots not only obtain income through traditional tourism business, but also actively introduce strategic investors to promote the sustainable development of scenic spots through capital operation. This includes attracting venture capital, going public to raise funds, issuing bonds, etc., to obtain more capital and resources. Through the integration of industry and capital operation, scenic spots can achieve larger-scale expansion and upgrading, and improve the overall competitiveness and market share. At the same time, it also provides investors with more diversified investment options and higher return potential. However, this business model also requires a higher level of management and risk control capabilities to ensure the effectiveness and safety of capital operations.
3. Industry policy
1. Competent authorities and regulatory system
The mainland's management of the tourism industry adopts a combination of government supervision and industry self-discipline management. Among them, the Ministry of Culture and Tourism is the state supervision and management agency for the tourism industry in the mainland, and under the leadership of the State Council, it is responsible for the overall planning and management of the mainland's cultural undertakings, cultural industry development, and tourism resources development; Municipal three-level local culture and tourism administrative management system, local culture and tourism departments (bureaus) at all levels are the local tourism industry management departments, subject to the dual leadership of the local government at the same level and the culture and tourism department (bureau) at the next level, with local government leaders as the mainstay, responsible for the management of the tourism industry within the jurisdiction.
China Tourism Association is a self-regulatory organization of the tourism industry, which is a national comprehensive tourism industry association composed of relevant associations, enterprises and institutions of China's tourism industry on an equal and voluntary basis. The business scope of the China Tourism Association mainly includes: with the approval of the relevant government departments, participate in the formulation of relevant legislation, government planning, public policies, industry standards and industry data statistics, etc., publicize and introduce the relevant laws, regulations and policies of the government to members, reflect the demands of members to the relevant government departments, and play the role of behavior guidance, rule restraint and rights and interests protection of members; collect basic information related to the industry at home and abroad, and carry out industry planning, investment and development, Research on market dynamics, etc., to provide advice or consultation for government decision-making and the development of the tourism industry.
In addition to following the conventional tourism administrative management system, tourism enterprises engaged in business activities in scenic spots also need to follow the scenic area management system. The mainland has established a three-level management system for scenic spots: the national construction administrative department, the local government department in charge and the scenic spot management agency. The national construction administrative department is responsible for the supervision and management of the national scenic spots, and the construction departments of the people's governments of provinces and autonomous regions and the competent departments of scenic spots of the people's governments of municipalities directly under the Central Government are responsible for the supervision and management of scenic spots within their respective administrative areas. The management bodies of scenic spots set up by the local people's governments at or above the county level where scenic spots are located shall be responsible for the protection, utilization and unified management of scenic spots, including supervision and law enforcement management, planning and construction management, business service management, scenic resources management, scenic tour management, public facilities management, propaganda and scientific research management, and community affairs management.
2. Industry-related policies
In recent years, the state has very much support for the development of tourism, and scenic spots are important basic resources for the development of tourism, so the state has successively introduced policies to guide the quality development of scenic spots. In December 2021, the State Council issued the Notice on the 14th Five-Year Plan for Tourism Development, guiding the in-depth integration of culture and tourism, building a number of world-class tourist attractions and resorts rich in cultural heritage, and requiring the improvement of 5G network coverage in tourist attractions. Subsequently, in April and December 2023, the Ministry of Industry and Information Technology successively issued the "Notice on Strengthening the Collaborative Innovation and Development of 5G + Smart Tourism" and the "Notice on Carrying out the Special Action of "Signal Upgrade", which further guided the intelligent development of scenic spots. In addition, in the "Several Measures on Unleashing the Potential of Tourism Consumption and Promoting the High-quality Development of the Tourism Industry" issued by the State Council in September 2023 and the "Domestic Tourism Promotion Plan (2023-2025)" issued by the Ministry of Culture and Tourism in November, it is clearly proposed to optimize the management of scenic spots and improve reservation measures. Under the guidance of the policy, the management enterprises of scenic spots in mainland China will continue to optimize the management of scenic spots and help the sound and healthy development of tourism.
Fourth, industry barriers
1. Business access barriers
The management and operation activities of scenic spots mainly rely on tourism resources, but tourism resources are usually non-renewable for a certain period of time, especially natural tourism resources are more scarce. In order to standardize the business activities of tourism enterprises in the scenic area, the state has formulated a relatively strict access system for the development of tourism resources and related businesses in the scenic spot, among which the franchise model is generally adopted for the business of relying on key scenic spots such as scenic spots, so as to form certain business access barriers for new enterprises.
2. Barriers to project construction approval
In order to effectively protect scarce tourism resources and avoid excessive development and utilization of tourism resources, the state has very strict management of the approval of the construction of various business projects in scenic spots, and the construction of relevant projects needs to obtain the approval of the project by the Development and Reform Commission and other departments, the approval of the site selection plan by the competent department of construction or the competent department of scenic spots, the approval of the construction land by the land and resources department, and the approval of the environmental impact assessment of the project by the environmental protection department. Therefore, the construction and operation of projects in scenic spots have a high threshold for approval.
3. Barriers to operation and management
The essence of tourism is a modern service industry, and tourist satisfaction is the "touchstone" to measure the service quality of enterprises. By optimizing the allocation of various resources, standardizing the design and scientific management of the service process, the service quality level and tourist satisfaction can be effectively improved, so as to form a core competitive advantage. In addition, the special equipment required in the management and operation of scenic spots such as cableways and sightseeing cars involves high-risk factors, which need to be regularly overhauled, maintained and maintained, with a certain technical threshold, and the accumulation of rich talent reserves and operational experience helps to ensure the safe operation of equipment, while it is difficult for new entrants to master or accumulate corresponding operation management experience and maintenance technology in the short term.
Fifth, the industrial chain
1. Analysis of the industry chain
The upstream of the scenic spot management industry mainly includes the design and construction of scenic spots and the technology of smart scenic spots. The design and construction of scenic spots is an important part of in-depth excavation of natural and human resources, in this process, it is not only necessary to consider many factors such as tourist experience and cultural inheritance, but also to ensure the improvement of scenic infrastructure and ensure the reception quality and reception capacity of scenic spots. At the same time, with the deep integration of the new generation of information technology and tourism, smart tourism has become an important development trend in the management of scenic spots, and smart scenic spot technology provides technical support for the management of scenic spots. The midstream is the management and operation of scenic spots. The downstream involves travel agencies, online travel platforms, etc., and ultimately provides tourism services for tourism.
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