According to the 2018-19 Green Book of China's Tourism published by the Tourism Research Center of the Chinese Academy of Social Sciences, a number of key tourist destinations have not reduced their admission prices even after the National Development and Reform Commission published a guideline in June 2018, requiring state-owned tourist sites to cut their ticket prices.

Ticket prices ranging from 100 yuan ($15) to several hundred are a financial burden for many tourists, hindering the growth of tourism.

The reluctance of scenic spot authorities to reduce ticket prices reflects their reliance on ticket sales for revenue. For instance, ticket sales accounted for 80 percent of the revenue of the Yuntai Mountain scenic spot in Jiaozuo, central China's Henan Province, in 2017.

Local governments should try to improve the infrastructure in order to attract more tourists. For instance, an expressway along the Taihang Mountain, which runs north to south in Hebei Province in north China and was put into operation at the end of 2018, will undoubtedly promote local tourism.

Moreover, scenic spots should step up innovation to develop more diversified products to increase tourist participation and provide them with enhanced experiences. The future tourism industry will increasingly prioritize customers' experience. Over-reliance on tickets will restrict a spot's development and result in it being knocked out of competition.

(This is an edited excerpt of an article originally published in Guangming Daily on January 14)