Zhaoqing Xinghu Scenic Area - Feasibility Study of a Single-Card Ticket System
Company overview
Zhaoqing Xinghu Scenic Area is a renowned gathering of natural and cultural tourism resources in Guangdong Province. The scenic area comprises two core regions: Qixi Rock and Dinghu Mountain, and is recognized as one of the nation's first batch of key scenic spots and a Class AAA tourist destination. It has also been designated as one of the Top Ten Civilized Tourist Demonstration Sites nationwide and an ISO 14000 National Demonstration Zone. The area features typical karst topography, abundant natural ecological resources, and a rich cultural and historical heritage, making it a comprehensive tourist destination integrating sightseeing, leisure, science education, and cultural experiences. In recent years, with the upcoming opening of the Guangzhou-Foshan-Zhaoqing Intercity Railway, Zhaoqing is gradually integrating into the Guangdong-Hong Kong-Macao Greater Bay Area's one-hour living circle, significantly enhancing the accessibility and appeal of the Xinghu Scenic Area.
Research background
To further stimulate regional tourism market vitality and improve visitor return rates and consumption conversion, the Xinghu Scenic Area plans to launch a 'scenic area annual pass' system. This annual pass aims to attract residents from Guangzhou, Foshan, and Zhaoqing to visit multiple times, expanding the visitor base through a high-frequency, low-cost consumption model, while simultaneously promoting the development of related industries such as accommodation, dining, transportation, entertainment, shopping, and tourism around the scenic area. Prior to official implementation, the management team needs to assess the potential impacts of the annual pass on visitor behavior, scenic area operations, and the overall tourism economy of Zhaoqing, in order to scientifically determine the scale of issuance, pricing strategy, geographic distribution, and service support.
Research scope
In December 2015, CEIDEA Research was commissioned by the Administration of Zhaoqing Xinghu Scenic Area to conduct a targeted market study on the feasibility of an annual pass. The research focused on the Guangzhou-Foshan-Zhaoqing urban cluster, conducting quantitative surveys and in-depth qualitative interviews with tourists who have a habit of regional travel. Key issues explored include: visitors' acceptance and price sensitivity toward the annual pass model; expected usage frequency and motivations for multiple visits to the scenic area; the impact of the annual pass on word-of-mouth promotion and family or friend group tours; the promotional effect of 'annual pass plus discounts' on consumption in dining, shopping, and accommodation; and whether the annual pass policy can promote the overall development of local tourism and its inter-industry synergistic effects.
Expected outcomes
This study will comprehensively evaluate the impact pathways of the annual pass model on the Xinghu Scenic Area and the broader tourism economy of Zhaoqing, clearly demonstrating the role of the annual pass in increasing visit frequency, stimulating secondary consumption, and enhancing visitor loyalty. The report will provide the scenic area with key recommendations, including scientific pricing strategies, defined issuance regions, target customer profiles, channel development, and supporting policy design for the annual pass. Additionally, the research findings will serve as a reference for stakeholders across the tourism and cultural industries in Zhaoqing to assess the economic benefits driven by the annual pass, and will offer critical decision-making support for government authorities and scenic area management units in formulating long-term product innovation and visitor structure optimization strategies.
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