Can the Tourism Industry Rely Solely on Ticket Sales?

A proposed increase in ticket prices at a complex devoted to the Chinese philosopher Confucius has triggered debate and concern that other tourist sites will also raise ticket prices.

Are tickets to Chinese scenic spots reasonably priced? And can development of the tourism industry rely solely on ticket sales?

Zhang Ru has more.
According to the Shandong Provincial Price Bureau's proposal, the Confucius Temple, the Kong Family Mansion and the Confucius Cemetery in the city of Qufu will see a price hike of nearly 25 percent. Laoshan Mountain, another scenic spot in the province, has also proposed raising its ticket price by 30 percent.

Following suit, the Terracotta Warriors Museum in northwest China's Shaanxi Province and the Dianchi Lake Management Committee in southwest China's Yunnan Province are also planning to hold public hearings on ticket price adjustments.

Zhan Dongmei, a researcher with the China Tourism Academy, says tickets to tourist sites in China are higher than those in other countries when adjusted to local income levels. Furthermore, the proposed price hikes are inconsistent with what she says is a downward trend in ticket prices worldwide.

The researcher says that tourism sites belong to the public, so their operation must serve the public interest.

"The development of tourism in China focuses on the masses in the long run. It should ensure that tourism resources are accessible to the public. The price hike will definitely block some tourists who are price sensitive from going to the sites."

Zhan Dongmei also says the tourism industry cannot rely solely on ticket sales for development. She warns that this short-sighted move won't benefit the industry as a whole.

"The tourism industry includes food service, accommodations, transportation, sightseeing, shopping and entertainment. Ticket sales are only a part of the tourism industry, not the main form. Tourism authorities should further explore the cultural connotation of relics to maximize the profits."

Tourists have echoed her sentiments.

"If I have a tight budget, I'd like to spend more on services tailored with local flavor, such as eating local dishes and buying souvenirs. If I have enough money, I will spend more on accommodations and transportations so as to enjoy a better trip."

China's top economic planner has ruled that entrance ticket prices cannot rise more than once every three years. Many tourist sites last raised ticket prices in 2007, so experts say more proposed hikes are expected.

For CRI, I'm Zhang Ru.