The Connotation and Significance of Night
Travel Economy
Night economy is an economic concept put
forward by the United Kingdom in 1970s to improve the phenomenon of empty nest
at night in urban centres. It refers to the modern urban consumption which
takes local citizens and foreign tourists as the main consumers from 18:00 to
6:00 on the same day and takes leisure, tourism, shopping, fitness, culture and
catering as the main forms. Cost economy.
Night tourism economy is more from the
perspective of night tourism. In a narrow sense, the use of leisure time after
18:00 to experience activities in the destination can be called night tourism.
With the gradual disappearance of the boundary between tourism and life, the
connotation and significance of the economic development of night tourism can
be interpreted from three perspectives.
First, for tourists and scenic spots: Night
tourism solves the problem of "difficult to stay" in most tourist
destinations, prolongs the stay time of tourists, increases the number of
overnight tourists, and expands the source of tourism revenue.
Secondly, for the local residents: with the
acceleration of the pace of work, night has become a window for young and
middle-aged people in busy cities to relax and release. A previous survey of
urban residents'consumption habits found that 60% of consumption occurs at
night, and that the sales of large shopping malls from 18:00 to 22:00 a.m. each
day account for more than 50% of the total sales.
Thirdly, aiming at cities, night travel can
promote the development of food, accommodation, entertainment, experience and
other related industries, lead the new economic growth, and also become an
important driving force to enhance the city image brand and comprehensive
competitiveness. Some economists constantly use the change of city night
lighting as an important indicator to measure the prosperity of the country and
the city.
The boundary between tourism and urban life
and leisure is gradually blurred, and the urban night tour is also developing
towards the direction of "a better living space shared by the host and the
guest". Tourists and local residents interweave and shuttle through the
night market with dull lights to quietly perceive the unique cultural charm and
charm of a city.
What is the consumption potential of night
travel?
1. Night
travel consumption data increased steadily
According to the special survey data of
night tourism conducted by China Tourism Research Institute, the total retail
sales of night social commodities in Shanghai have approached half of that in
daytime. Only during the Spring Festival of 2019, night consumption accounted
for nearly 30% of the total daily consumption, while night travel accounted for
30% of the total night consumption. In 2018, the number of orders for donkey
mothers with "night tour" labels increased by 9.0% year on year.
Tourist boats, theme lantern parties and cultural experience activities become
the weather vanes of tourism heat at night. In 2019, the number of tourists
increased by 114% compared with the same period last year. Night travel has
considerable economic benefits and huge potential. In a city with 3 million
permanent residents and floating population, assuming that 10% of people spend
on night travel every day, assuming that per capita consumption is 30 yuan,
there is a large market of 9 million yuan per night, and annual income can
reach 3 billion yuan.
2. Nocturnal
consumption demand is exuberant and supply is insufficient.
However, at present, there are obvious
problems in the supply of night tourism in China, such as the shortage of
supply and demand and the mismatch between supply and demand. Demand side——
According to the "Night Tourism Market
Data Report 2019" issued by China Tourism Research Institute in
conjunction with several departments and institutions, the main consumers of
night tourism are young and middle-aged couples and family night trips after
1980 and 1990. The average stay time of domestic tourism is 3 days, and the
night tour from 6:00 to 10:00 is generally accepted by the industry. Gold four
hours, night travel costs more than 200-400 yuan and 400-600 yuan.
There are two prominent characteristics in
tourists'consumption preferences for night tours: first, the demand for night
tours is becoming more and more diversified, tourists' demands for landscape,
activities, catering, leisure and other elements of night tours are relatively
balanced, and both the richness and quality of night tours are emphasized.
Second, cultural experience is an important part of night tourism, cultural
festivals and city activities, cultural sites visits and other activities occupy
the forefront. Deep cultural experience has become an important part of the
consumption of multiple night travel scenes.
Supply side——
From the supply point of view, 72.99% of
the 657 tourism enterprises that participated in the survey provided less than
30% of the categories of night tourism products, and 79.24% of the tourism
enterprises had less than 30% of the income of night tourism products. At the
same time, the investment, product supply and profit level of tourism enterprises
in the field of night travel are far behind those of daytime products.
Although there are some shortcomings and
gaps in the supply of night tour, under the background of strong demand for
tourists, more enterprises are optimistic about the market prospects of night
tour market and are willing to increase investment and quality investment in
the future. The upgrading of tourists'experience demand will promote the
quality of night tour, and the market potential of night tour is huge.
How can theme parks leverage the economy of
night trips?
There is a big imbalance between supply and
demand in the night tour economy, and the night operation of theme parks is
also a big market. The function of night operation of theme water park equipment is similar to
that of anti-season tourism in some aspects, such as balancing the rhythm of
tourism, diversifying the flow of passengers and improving the satisfaction of
tourists (cheaper + fewer people + satisfying individual needs). Function. More
importantly, the night operation of theme parks can bring more income, so the
perfect night management strategy is a required course for every successful
theme park. The author illustrates the methods and Strategies of leveraging the
economy of night tour in theme parks by means of theoretical model and case
study. Night tourism in theme
parks includes many types, including night landscape, night recreation, night
festivals, night performances, night catering, shopping, accommodation, night
cultural and artistic leisure, etc. The author divides the night tour products
into three circles to explain the development strategy of the theme park night
tour mode: the core engine of attracting crowds is usually the experiential
activities such as performing arts, cultural festivals and night theme
amusement, and the commercial night market (catering, retail, cultural and
leisure business) and accommodation are the core matches. Lighting landscape as
a basic landscape support, the three complement each other, and are close to
experience. Night markets and lighting in the 2nd and 3rd circles can also
become the core attraction according to different types of theme parks.
water park equipment from HAISAN
