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Fascination with "card tourism" is not a good phenomenon.

todaytopic @ 2019/10/09



The author of the contract


The "eleven" golden week has just passed. By the comprehensive estimation of the Ministry of culture and tourism, the country has received 782 million tourists from all over the country, achieving 649 billion 710 million yuan in domestic tourism revenue and a new high in history.


But just a few days' outing may cause many tourists to feel tired. Crowds of people in the crowded places open up the "crowd following" mode, and card tourism becomes a widespread choice. This has also caused many people's deep thought: the meaning of tourism is to shoot a card and send a circle of friends.


Regardless of the time cost, we must complete the punch card.


In the past, people punched cards in the scenic area, which was painted with the words "visiting here", and now the carrier of punching cards has become a platform of friends circle. For tourists, punching cards have been proved to be materials that can be displayed externally, so the playing process is often a matter of course. Experience giving efficiency to more scenic spots


In the short video platform, Hongya scenic spots such as Hongya cave in Chongqing, as early as the card making holy land, during the May 1 period, more than one hundred thousand people went to punch cards. This "eleven" golden week has become a window to focus on card tourism. From this, we can see the desire of tourists to play cards.


For example, the China News Network reported that "some people line up for 5 hours, just to punch cards in West Lake music fountain; some people dial 20000 tables, only to punch a red net restaurant; some people are stuck in traffic for half an hour, just to punch a bus stop called" right back ". Like the Xi'an Terracotta Army scenic spot, queuing for two hours can only last two minutes.



People who are following the crowd, queuing up for hours at a time, and expensive tickets can not stop tourists from going to all kinds of net red spots to punch cards and take pictures. In their view, Although the play process can be "swallowed up". But the important thing is to finish the sacred ceremony of punching cards, and sacrifice time and energy to do so.


It is interesting to note that the popular card games in crowded domestic scenic spots have also been taken abroad by Chinese. In 2014, a foreign journalist wrote an article entitled "follow London tour" by the Chinese delegation, which wrote that the Chinese tourist group hopes to travel to the most scenic spots in the shortest time, half an hour in Tower of London, and only 10 minutes outside Buckingham Palace.


There was also a very popular documentary film called "Chinese tourists in Paris". The photographers found that one of the most important characteristics of Chinese tourists is fast, all the way to punch cards. This unique card tourism model also attracted the attention of the economist. In the article, "punch card" was even translated directly into "Daka", which shows that it has become a special feature.


The popularity of card tourism has changed the connotation and purpose of travel to a large extent. Tourism was originally an activity to find pleasure or enjoy leisure time. Now it has become a streamlined punch card. The cost of time, energy and money paid by frequent punching cards has made travel a burden of physical and mental exhaustion.



Not long ago, Ms. Wu, a 71 year old citizen of Nanjing, went to Inner Mongolia's Grassland tour with her delegation. She died unexpectedly. In the face of multiple doubts about her family's itinerary and unreasonable traffic mode, the travel agency claimed that "traveling is a crime." It is quite untimely to say this excuse, but it is undeniable that travel agencies dare to say that it is a fact that many people have acquiesced in.


The system of paid vacation is not perfect, which aggravate the popularity of card tourism.


First of all, we must see that the main premise of the popularity of card tourism is that with the increase of income level, there are growing groups of idle money. According to the National Bureau of statistics, the number of domestic tourists in recent years is two digit year-on-year growth. Last year's domestic tourism revenue reached 51278 billion yuan, an increase of 12.3%.


Of course, more and more tourists are keen on horse riding and fancy card punching, because the development of social platform makes tourism not only enjoyable, but also social display and interaction.


As a result, the location of the scenic spots has become an essential part of the beautiful picture of the nine circle palace. The hot short video platform has made the rush to the net red spot to become a quite fashionable form of travel. It can harvest points, comments and comments from friends and strangers. The ritual properties of punch cards are therefore mutually contagious.


But in addition, the main reason lies in the fact that People who are in a very short time on leisure time do not have much spare time to go for a deep outing, and feel the cultural atmosphere and historical details of the scenic spots.


In fact, it was not until 2008 that the regulations on paid annual leave for workers were implemented that China formally established the system of paid annual leave. But even ten years later, in the discussion of the culture of 996 overtime, the protection of workers' rights by the system is already evident.


A survey of 60 cities by the Ministry of human resources and social affairs showed that more than half of the workers enjoyed paid annual leave. Those who do not enjoy paid annual leave will naturally get together in the time window for their outing. Compared with the heavy color of returning home during the golden week, the "eleven" golden week undoubtedly became the biggest congestion node.


Therefore, in order to make the trip look substantial, the time of queuing up on the roads and scenic spots is actually very low. In order to make the trip seem very fulfilling, tourists will naturally fill the itinerary and return the fare by visiting more scenic spots.



Relatively speaking, foreigners who are curious about card tourism have more time. Take France, where the Chinese tourists are in Paris, for example, on the one hand, the law has strict regulations on paid annual leave, and employers also have to pay the annual paid holiday compensation to employees who have not been paid for the holidays. On the other hand, they provide a good opportunity for the peak travel of the tourist industry because of the system of students' peak to peak vacations because of the different latitudes of North and south. The local scenic spots do not need to worry about the influx of large numbers of tourists, resulting in congestion, pollution and many other problems.


Compact tourism and ticket economy are tightly tied up.


In some people's opinion, although the lack of depth in card tourism is to make "growth and knowledge become harvest praise and commentary", it is a personal choice, which is harmless and worthless or worthless.


However, we must see that for the majority of tourists, the "punch up, sleep, get off and take pictures" card outing is not a result of free choice. It is a product of the implementation of paid vacation system, and its popularity will also lead to erroneous guidance for scenic spots.


In fact, you can look at it from a different angle. The popularity of card tourism is also due to the fact that many scenic spots have a IP body, lacking sufficient operational depth and cultural characteristics, resulting in no tourist content that can attract tourists to experience in-depth and immersive experiences. For example, almost all the old towns in the country are alike, and they sell identical souvenirs.




For most scenic spots, the reason why they do not have deep cultivation is to excavate the cultural atmosphere and historical details of the scenic area because the ticket economy is enough to support the scenic spots under the huge tourist base.


Data show that the 5A level scenic spot ticket price is above 100 yuan, accounting for more than 50%. Those scenic spots with high popularity, world heritage sites and national key scenic spots all account for more than 50% of the total revenue, almost normal, and even more than 90%.


The ticket economy, on the one hand, allows scenic spots to make money in the most simple and brutal way, without having to think too much about the level of tourism products and the industrial chain. The phenomenon of slaughtering customers in scenic spots is also closely related. On the other hand, The burden of the ticket economy, forcing tourists to reduce the overall residence time and other expenses, can only be quickly punched by the way of punching cards.


Tourists who have experienced travel experience in European and American countries should have a deep understanding of local low fares. Like some large national parks, ancient buildings and museums, they will be free to open; ancient Colosseum, Le Louvre Museum and other attractions also need only a few euros. This low threshold charge not only reduces the economic threshold of sightseeing, but also gives tourists more freedom to experience, and can slowly feel its core.



From this perspective, The popularity of card tourism will strengthen the path dependence of scenic spots on ticket economy. Scenic spots will be used as a habit of touring, which is understood as all the demands of tourists. Therefore, there will be a lack of motivation to upgrade tourism products, promote the integration of Wen and tourism, and lack of motivation to improve service levels in other areas such as eating, housing, transportation, tourism, entertainment, shopping and so on. This is not necessarily a good thing for a bigger and stronger tourism economy.


The 4589th phase

---- I am the dividing line today.


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