Summary of Key Points
Recently, domestic tourist attractions have introduced various borderline activities reminiscent of nightclubs (such as paid companionship by attractive women, handsome men accompanying hikers, and intimate interactions with non-player characters), which have sparked public controversy. The underlying reason is a shift in游客 preferences from a delayed form of enjoyment (“visiting scenic spots and experiencing culture”) to an immediate need for thrills and stress relief. In order to generate quick profits, attractions opt for low-cost, high-return tactics that are more cost-effective than investing in genuine cultural experiences. This trend is unlikely to stop in the short term due to regulatory loopholes and a ambiguous public attitude; however, in the long run, only those attractions that focus on providing meaningful content and adopting a long-term strategy will thrive.
New “Nightclub-Style” Activities in Attractions
The tactics used by attractions are becoming increasingly creative, drawing inspiration from nightclubs:
- Companionship during Rafting: The Luobei River in Guizhou offers different pricing options for rafting services: 398 yuan for chatting and playing in the water, 1288 yuan for polite physical contact, and 1988 yuan for more intimate interactions. The female companions on the rafts flirtatiously to attract attention.
- Handy Hikers: Attractive men (height requirement: 185 cm) assist female visitors with hiking, carry their bags, take photos, and offer extra services such as holding hands or providing a “princess hug” for additional fees. These services are in high demand.
- Intimate Interactions with NPCs: In Gexian Village, Jiangxi, an NPC named “Xiao Huangyu” feeds female visitors lollipops. Other attractions have followed suit, with male NPCs performing “wall hugs” and holding hands with visitors, sometimes interacting with hundreds of people in a single day.
- Tibetan-style Dance Restaurants: On the 318 Tibet Travel Route, local restaurants have Tibetan girls perform lively dances in traditional attire under dim lighting, directly copying nightclub ambiance.
Why Are Attractions Turning into “Nightclubs”?
The trend is driven by both consumer demand and financial considerations:
1. Changing Consumer Preferences: Tourism used to involve initial hardship followed by reward (e.g., climbing a mountain for a brief moment of excitement). Nowadays, visitors want immediate gratification without long-term effort, seeking thrills and pleasure. The economic downturn in recent years has increased the pressure on people to seek such instant gratification through consumerism.
2. Financial Profitability: Investing in genuine cultural experiences (e.g., developing unique IPs or enhancing natural scenery) requires significant time, money, and manpower, with only a small chance of success. In contrast, activities like companionship services can generate quick profits through social media, attracting visitors and boosting sales.
Why Has This Trend Gained Momentum?
- Lax Regulation: These practices are categorized as “immersive experiences” and are not explicitly prohibited by law (unlike paid entertainment in KTVs). The Ministry of Culture and Tourism mainly focuses on regulating forced shopping, leaving these behaviors unregulated. In the case of Gexian Village, the incident resulted only in apologies from the actors and promises for improved management; similar incidents may result in mere criticism if no sexual misconduct is proven.
- Ambiguous Public Attitudes:
- Critics argue that these activities are morally offensive or misleading to children, but many participants disregard these concerns.
- Supporters, mainly young women, see them as a legitimate form of entertainment that does not cross the line.
- The majority of people remain silent, feeling both intrigued and uncomfortable, creating an environment where such practices can persist.
Will This Trend Continue?
- Short-term: It is unlikely to stop. As long as there is demand for immediate enjoyment and attractions see profit opportunities, they will continue to adopt these tactics. Other attractions may follow suit, especially if they can balance the risk (e.g., avoiding sexual content).
- Long-term: This trend is unsustainable. These activities cater to temporary emotions, similar to occasional visits to nightclubs. Moreover, regulatory rules may change, and speculative strategies carry risks (today’s popular practices could be banned tomorrow). Only attractions that focus on quality content and long-term development will endure.
In summary, the transformation of attractions into “nightclubs” reflects temporary changes in consumer behavior and the pressure on businesses to generate immediate profits. However, this is not a sustainable model for long-term success. To thrive, attractions must return to focusing on providing meaningful experiences and genuine cultural value.