Maidian Research Institute: List of the top 100 5A-level scenic spot brands in October 2020

The Mid-Autumn Festival and National Day this month overlap, and the "super-long golden week" has helped the tourism consumption market recover. Under the incentives of large-scale "10 billion subsidies" and government cultural and tourism consumption coupons, the domestic tourism market is recovering in an all-round way.

The following is the "Top 100 5A-level Scenic Spot Brands in October 2020" exclusively released by Maidian Research Institute. The tourism market in Central and South China has heated up significantly this month, and the influence of the top scenic spots in Henan has increased significantly; nearly 50% of scenic spots have risen in the rankings, and seaside, landscape, and religious scenic spots are popular with tourists; the MBI index has risen by more than 70%, and the attractiveness of 5A-level scenic spots in Tibet and Shanghai has increased. Changbai Mountain Scenic Area, Altay Kanas Scenic Area, Dengfeng Songshan Shaolin Scenic Area, and Jiaozuo Yuntaishan-Shennongshan-Qingtianhe Scenic Area performed best in each subdivision dimension.

The monthly list of top 100 5A-level scenic spot brands is developed by Maidian Research Institute, which aims to interpret the influence of scenic spots in the Internet and mobile Internet fields through data, and to empower scenic spots to formulate strategic plans and enhance brand development.

1. Top 100 List

2. Analysis of this month’s list

The tourism market in Central and South China is heating up significantly, and the influence of top scenic spots in Henan has increased significantly

This month, the tourism market in Central China, South China and East China continued to be hot, with Central China heating up significantly, with the number of top 100 scenic spots in the region increasing by 21.62%, and the market attention to the top scenic spots in Southwest China remained stable. From the perspective of different provinces, scenic spots in Henan Province performed outstandingly this month, with the number of top 100 scenic spots increasing by 100% month-on-month, and the attractiveness of 5A-level scenic spots in the region increased significantly.

Affected by the "super long golden week" of the Mid-Autumn Festival and National Day, domestic consumers have strong demand for travel. In terms of specific destination selection, the central China region with its rich natural and cultural tourism resources and the southern China region with its beautiful scenery and complete leisure and entertainment facilities are more popular with tourists. Within the region, Lingshui Bianzhou Island Tourist Area, Guangzhou Chimelong Tourist Resort, Enshi Grand Canyon, and Wuhan Yellow Crane Tower Park performed outstandingly and were highly favored by tourists.

Data shows that four 5A-level scenic spots in Henan Province were listed this month, and the brand influence of the top scenic spots is significant. It is reported that on October 1, Songshan Shaolin Temple held a flag-raising ceremony to celebrate the birthday of the Republic; during the National Day Golden Week, Luoyang Luanchuan Laojun Mountain restarted the "one yuan lunch" and was highly praised by tourists; Longmen Grottoes launched the "Ancient Capital New Life·Tide of New Longmen" cultural and tourism activities, and the "Night Tour of Longmen" has become more popular and has become a new favorite during the festival; the "tourism +" characteristic night economy has promoted the strength of Jiaozuo Yuntaishan to attract fans during the two festivals. Maidian Research Institute believes that with the blessing of important festivals, operational activities with regional cultural characteristics can give scenic spots profound connotations and release stronger new consumption momentum; based on local advantages and deepening the integration of culture and tourism, the "night economy" continues to heat up.

Nearly 50% of scenic spots have risen in rankings. Seaside, landscape and religious scenic spots are popular among tourists.

In this month's top 100 list, nearly 50% of scenic spots rose in ranking, 43 scenic spots fell in ranking, and 8 scenic spots remained unchanged. Among the rising scenic spots, the month-on-month growth in central and southwestern China was the most significant, up 200% and 60% respectively. In terms of the types of the top 100 scenic spots, natural landscape scenic spots and cultural landscape scenic spots dominated in October. Among the subdivided types, seaside, landscape, and religious scenic spots performed strongly.

During the National Day holiday, the tourist mecca of Sanya was extremely popular. Wuzhizhou Island, a representative of seaside scenic spots, was full of creativity. Water and land singing and dancing performances were held to celebrate the holiday with tourists. Interesting interactive projects such as spinning tops and crazy seafood brought rich tropical island style to tourists from all over the world. This month, the first "Intangible Cultural Heritage" Cultural Tourism Festival of Enshi Grand Canyon in Hubei Province was grandly opened. The cliffs were the scenery, the waterfalls were the hangings, and the exquisite performances, the intangible cultural heritage and the beautiful scenery of the Grand Canyon had a magical collision. At the same time, with the increasingly diverse tourism needs of tourists, religious scenic spots such as Lingshan Giant Buddha in Wuxi and the Three Pagodas Cultural Tourism Area of ​​Chongsheng Temple in Dali have also become important choices for tourists to travel during holidays. Maidian Research Institute believes that integrating high-quality cultural and tourism projects into scenic spots will enrich the cultural connotation of scenic spots and help improve their overall taste and attractiveness; revitalizing the memory of intangible cultural heritage and facing tourists directly through artistic carriers will help achieve the dual pull of social and economic benefits of intangible cultural heritage projects, and innovate the way tourists experience while further accelerating the transformation and upgrading of the tourism industry in scenic spots.

MBI index rose by more than 70%, and the attractiveness of 5A-level scenic spots in Tibet and Shanghai increased

According to the monitoring of Maidian Research Institute, the MBI index of 5A-level scenic spots increased by more than 70% this month. Compared with other provinces, the increase in Tibet and Shanghai is more obvious. Within the region, the Potala Palace Scenic Area and Shanghai Wild Animal Park performed the best. During the double holidays, the tourism market in Tibet was hot. Visiting the Potala Palace, strolling through Barkhor Street, and watching the live-action drama "Princess Wencheng" have become the standard for Lhasa tours. It is reported that the Potala Palace is limited to 5,000 people per day, and tickets are still hard to come by; during the National Day, the "Sun Plaza", China's first animal-themed leisure square newly built by Shanghai Wild Animal Park, was officially opened. The park adopts an "immersive, open" viewing mode, attracting many parent-child family groups to come and check in for experience. Maidian Research Institute believes that the overall planning of regional tourism resources and the construction of "group-based" scenic spots can effectively enhance regional influence and realize new revenue-generating momentum; under the background of consumption upgrading, the "post-80s" and "post-90s" groups have a strong demand for parent-child travel products, and quality scenic spots that highlight differences and focus on experience have become an important choice for them to travel with their children.

3. Focus on scenic spot cases

Based on the list data, this section will select 5A-level scenic spots from four dimensions: potential customer base, actual customer base, media attention and brand operation, and select scenic spots with better rankings, larger ranking changes or larger index increases in each subdivision dimension as monthly cases for key interpretation. Maidian Research Institute believes that by analyzing and comparing the selected scenic spot cases, users can timely learn about the latest market trends of 5A scenic spots, know the attributes of high-quality scenic spots in various dimensions, and provide support for them to enhance their brand influence and formulate relevant implementation plans.

Potential customer base outstanding case - Changbai Mountain Scenic Area

In terms of the search index reflecting the attention of potential users, Changbai Mountain Scenic Area performed relatively well this month. According to data monitoring by Maidian Research Institute, the search index of the scenic area increased to 4.47 in October, a month-on-month increase of 351.52%, which shows that the potential customer base paying attention to Changbai Mountain Scenic Area in the tourism market is increasing.

Changbai Mountain Scenic Area is located in Antu, Jilin Province. It is a tourist destination with a reputation for "sacred mountains, holy water, strange forests, and fairy fruits". According to Sogou Index, the overall search index of Changbai Mountain this month is 161, an overall year-on-year increase of 141.5%. In terms of user portraits, Guangdong is its main potential source of tourists, and Jiangsu, Jilin, and Zhejiang are its important source of tourists; from the perspective of population attributes, the overall potential customer market age is concentrated in the 20-39 age group, accounting for more than 70% of the total; in terms of gender distribution, the proportion of women is 53.06%, which is higher than that of men overall. This month, Changbai Mountain ushered in heavy snow, and the beautiful scenery of the scenic area attracted tourists from South China, Southeast China and other places to visit, which shows that the climate differences brought about by the spatial location have greatly increased the attractiveness of the regional seasonal landscape.

Actual customer group outstanding case - Altay Kanas Scenic Area

In terms of the public opinion index reflecting the actual attention of the tourist group, the Altay Kanas Scenic Area performed outstandingly this month. According to data monitoring by Maidian Research Institute, the public opinion index of the scenic area increased to 162.34 in October, a month-on-month increase of 0.43%, the largest increase.

Kanas Scenic Area is a natural scenic area that integrates various landscape resources such as glaciers, snowfields, mountains, rivers, lakes, forests, grasslands, etc. Kanas Lake in the area is known as "the most beautiful lake in the world". According to the monitoring of Maidian Research Institute, the public opinion index of Kanas Scenic Area has increased significantly this month. Data shows that the scenic area has accumulated 17,517 comments on mainstream OTA platforms such as Tongcheng and Lvmama, with a weighted favorable rate of 93%. Judging from the comments on OTA platforms, tourists prefer to post user comments on Meituan and Ctrip, and the comments are mainly about forests, lakes, rare species, and alpine meadows. This month, Kanas Scenic Area officially opened the winter tour mode. The free ticket policy attracted tourists from all over the world to enter the mysterious Kanas and experience the scenery of the northern Xinjiang in the thousand-mile gallery. The relevant comments have further increased the attention of the scenic area.

Outstanding case of media attention - Dengfeng Songshan Shaolin Scenic Area

In terms of media index performance in October, Dengfeng Songshan Shaolin performed the best, with the index increasing to 13.06, a month-on-month increase of 2076.67% compared with the previous month, with the largest month-on-month index increase.

Songshan Shaolin Scenic Area is located in Dengfeng, Henan Province. It stands majestically in the Central Plains and is surrounded by mountains. Shaolin Temple, Pagoda Forest, Zhongyue Temple, Songshan Mountain and other important attractions are all here. According to Maidian Research Institute's monitoring, Songshan Shaolin has received high market attention this month, with a total of 20 articles published by news media such as Tencent and NetEase. It is reported that in order to celebrate the birthday of the Republic, the Shaolin Temple held a flag-raising ceremony on National Day; on October 17, the "Shaolin Studies" academic seminar opened at the Zen ancestral temple, and more than 120 outstanding paper authors were invited to gather at the foot of Shaoshi Mountain to visit the thousand-year-old Shaolin Temple and offer suggestions for the development of Shaolin Studies. The relevant reports have attracted attention, prompting a significant increase in the media index of the scenic area.

Outstanding Operation Case - Jiaozuo Yuntaishan-Shennongshan-Qingtianhe Scenic Area

The operation index shows that the most outstanding performance this month is the Yuntaishan-Shennongshan-Qingtianhe Scenic Area, whose index increased to 30.24, a month-on-month increase of 409.09%, and the largest increase in overall ranking.

Yuntaishan-Shennongshan-Qingtianhe Scenic Area is a popular science eco-tourism scenic area featuring Taihang Mountain waterscape, canyon-type landforms and historical culture, and integrating scientific and aesthetic values. According to data monitoring by Maidian Research Institute, the number of fans of the scenic spot's official Weibo increased to 374,233 this month, and the cumulative number of Weibo posts was 20,682; through keyword search, the number of related articles collected about the scenic spot in Sogou WeChat public accounts reached 9,330, and the public exposure was high. Specific dissemination content includes festival planning, 10,000 acres of red leaves, ancient Chinese costumes and other highlight activities. This month, the Yuntaishan Red Leaf National Trend Cultural Festival is grandly opened. Viewing 10,000 acres of red leaves, visiting mountain goods markets, and encountering Chinese costumes parades, Yuntaishan is in full swing, setting off the most dazzling national trend, and the operating effect is relatively outstanding among similar scenic spots.

4. New Top 100 Scenic Spots

Compared with the previous month, there are 9 new scenic spots on the top 100 list in October, including 4 in East China, 2 in Central China, and 1 each in North China, South China and Southwest China. Among the new entries this month, Luoyang Luanchuan Laojun Mountain-Jiguandong Tourist Area performed the best. With its high media index and operation index, the scenic spot ranking rose by 65 places compared with the previous month, successfully breaking into the top 100.