March 26 (Zhang Yanzheng) “convex eyes big ears called me vertical mask, big fish birds guess my golden scepter secret; The mighty bronze men see how gorgeously I am dressed, and the bronze wheels are my sun-shaped vessels!” Recently, new archaeological discoveries in Sanxingdui have sparked a wave of refresh on social media, and visitors’ enthusiasm for “punching the clock” in Sanxingdui Museum has exploded.
According to data from Feizhu platform, ticket bookings for Sanxingdui Museum increased by more than 110% in the past week, and hotel bookings in Chengdu increased by nearly 50% in the past week. According to Qunar, the most popular domestic route for Qingming holiday bookings is between Beijing and Chengdu, with an average price of 741 yuan. In addition to the “fire” air ticket, the hotel around the Sanxingdui Museum also saw a small peak in passenger flow.
Source of Sanxingdui cultural and creative products displayed in the lobby of the hotel: Photo provided by interviewees
“Recently, our hotel is almost full every day.” Wang Haoru is now assistant to the general manager of Xinhua Haiyi Qushangyuan Hotel. His hotel is only a 10-minute walk from Sanxingdui Museum, which “can be said to be the nearest hotel to Sanxingdui Cultural Relic”.
From the perspective of geographical location, Sanxingdui Museum is located on the Duck River in the west of Guanghan City, Sichuan Province, 38 kilometers south of Chengdu and 26 kilometers north of Deyang. It is a modern special heritage museum in China. As a native of Chengdu, Sichuan Province, Wang said that he had only a limited understanding of Sanxingdui culture before. It was only after he came to work in the hotel in 2017 that he got a deep understanding of Guanghan, a historic city, and learned about the driving effect of local Sanxingdui culture on the hotel’s customer flow.
Exterior view of Xinhua Haiyi Qushangyuan Hotel Source: Photo provided by interviewees
When it comes to the impact of the recent “fire” of Sanxingdui cultural relics on the hotel operation, Wang Haolu presents a set of data: “Due to the impact of COVID-19 epidemic, the total revenue of our hotel fell by more than 30% last year. From the current point of view, the hotel’s room occupancy rate, average room rate per night and other indicators are steadily improving. For example, our hotel room occupancy rate is up 40% from the same period last year. Hotel orders increased by 15% in the past week; “The average room price is around 300 yuan, up 20 percent from last year.”
Checking third-party booking platforms revealed that the Qingming Festival ended on March 26 (April 5), and many hotels near the Sanxingdui Museum were “fully booked”. Among them, Xinhua Haiyi Qushangyuan Hotel elegant deluxe suite priced at 1568 yuan/night, 550 yuan/night elegant parent-child king-size room and other more than 10 types of rooms have been “full room; A variety of rooms at Guanghan Inn, priced from 940 yuan to 4,031 yuan per night, show “room shortage”. 6 kilometers away from Sanxingdui Museum, Guanghan Anxian Hanju Hotel, Lifeng Hotel, Guanghan Minjiang Ruibang Hotel and other rooms are available.
The bronze statue with a height of 2.62 meters, the bronze mask with a width of 1.38 meters, the bronze divine tree with a height of 3.95 meters… Many tourists do not hesitate to fly to see the mysterious “ancient Shu civilization”, which also “revitalized” many local travel agencies, hotels and scenic spots in Sichuan.
According to data from Ctrip, about 50% of the visitors to Sanxingdui Museum are from Sichuan province. In addition, tourists from Jiangsu, Beijing, Guangdong, Chongqing and Shanghai have booked the most tickets. At the same time, several important museums in Sichuan Province have also attracted great attention. The top three museums are Chengdu Museum, Jinsha Site Museum and Wuhou Ci Museum.
Inquiring the third-party booking platform, we found that many travel agencies also launched a variety of Sanxingdui tourism portfolio products. For example, Chengdu Wulai Travel Agency on Ctrip launched a “3-hour, interesting one-day tour to Sanxingdui Museum in Guanghan, Sichuan Province” at 298 yuan, which includes 72 yuan of museum admission, tour guide fees and transportation fees. It has sold more than 200 copies per month so far. Chengdu Huaxia Cits Taurus 2 on Feizhu.com offers a one-day tour to Sanxingdui + Panda Base. The price is 258 yuan, which includes admission to the Research Base of Giant Panda Breeding, lunch, admission to Sanxingdui Art Museum, tour guide fees and bus fare. Sichuan’s China International Travel Service on Qunar offers a 2-day, 1-night free tour to Sanxingdui, Panda Base, Qingcheng Mountain and Dujiangyan at a price of 1,699 yuan, including admission fees and hotel accommodations.
Sanxingdui related tourism portfolio product source: Feizhu platform
Zhou Mingqi, founder of Jingjian Think Tanks, pointed out in an interview that it is a good marketing idea for travel agencies, hotels, scenic spots and other tourism industry chains to “enjoy” the hot spots in Sanxingdui, which is conducive to promoting the restoration of the tourism industry chain in the post-epidemic period, and also a good time for Sichuan to promote local tourism.
The tourism resources around the Sanxingdui Site are rich and diverse, such as the natural scenery of Jiuzhaigou and the western Sichuan line, the red scenic spots such as Luding Bridge, Anshun chang and Yihai, the rare wildlife reserves and breeding bases such as giant pandas, as well as some cultural experience points with characteristics of ethnic minorities. Zhou suggested that combining these scenic spots, hotels and experience content into short outings and long distance travel products can enhance the attraction of tourists.
“It should also be noted that while the local people are actively developing the IP of Sanxingdui, they should also protect the IP image and prevent the possible brand image risks.” Zhou Mingqi said. (APP)