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“零门票”能否成撬动旅游发展模式转变的杠杆?

2017-05-16 09:31:08   新华网

近日,徐霞客首游地浙江省天台县宣布:自5月19日起,天台山国家5A级旅游景区取消国清景区门票,免费开放。继西湖、绍兴鲁迅故里之后,国清景区成为浙江省又一免费开放的5A级景区。

到天台山旅游,国清景区是多数旅客必到之处,每年门票收入在2000万元左右。免费门票看似是在做赔本买卖,但实际上,展现的却是一种旅游产业发展模式的开启。就像天台县委书记管文新说的那样,“我们用这一张免掉的门票,撬动全域旅游升级模式,助推整个第三产业实现大发展。”

如何发展旅游业,全国各地都有各自的发展模式:一些地方大搞景区“门票经济”,不断涨价提费;一些地方却将景区免费开放,推动单个景点旅游向全域旅游的发展。而放眼全国,采用“零门票”模式的景区并不多,免费的也只是那些“冷门景区”;很多地方发展旅游产业,始终陷在“门票经济”的旧思维里,只看得见锅里的门票收入,完全看不见锅外的整个旅游产业。

话说回来,发展旅游业还得要吸引更多的游客。免收门票,对于游客具有天然的亲和力。显然,少去购票这一环节,游客就愿意多跑几个景区,行程相对就要延长,这样对于交通、饮食、购物、住宿这一消费链的带动,就会起到不可估量的作用。

公开报道显示,只要每一个游客都在杭州多留24小时,杭州市的年旅游综合收入便会增加100亿元。而天台县南屏乡南黄古道景点取消门票后,年收入不减反增,即:去年游客量达50万人次,当地农民通过农家乐经营、农产品售卖,年收入达到上千万元。几十年来,我们发展旅游产业,主要是建景点、景区、饭店、宾馆,这样有着计划经济色彩的旅游模式在大众旅游时代是否适应,值得深思。

说简单些,把门票取消,就可以减少游客的剥夺感。现在大家出来游玩,就是来用消费换快乐的,游客少了门票烦恼,自然心情会好,消费也就很更有动力,用一句不恰当的古话,欲取之必先予之,两方各有所得,岂不美哉。

放眼全国,数据显示,2016年上半年,国内旅游人数达22.36亿人次,国内旅游收入1.88万亿元。在不少地方,发展旅游业已成为地方政府拉动当地经济的一计“良方”。如今,笔者认为,在大众旅游时代如何发展全域旅游最关键的一点就是要实现从“门票经济”向产业经济转变。

当然,并不是所有景区都适合免收门票。但是,在旅游经济快速发展的今天,“零门票”已应成为拉动全域旅游经济发展的重要方式之一。要知道时代变了,发展旅游经济的思路也该换一换。

新华网 于子茹

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