为响应交通运输部等四部门联合印发的《综合运输服务发展“十五五”规划》中关于提供“车票+门票”一站式出行服务的号召，青岛、黄山、中山等多地正积极拓展交通票根与文旅资源的整合应用 1。这一趋势旨在通过数字化平台或商家联盟，将过路客流转化为本地消费留量，降低游客决策成本并激发探索性消费 1。数据显示，高铁票和机票带动约40%的持票用户增加旅游消费，帮助游客平均节省15%到30%的相关支出，且在中秋国庆假期近五成用户领取了目的地消费券包 1。
在具体实践层面，青岛于去年10月推出“票根经济商家联盟”，允许旅客凭7日内抵达的火车或飞机票根解锁400余家商户的近700项权益，并于今年2月上线“一张票根游青岛”数字化惠民平台 1。此外，河南开封站联合万岁山武侠城推出特色活动，安徽黄山实施“司导一体”定制化服务，广东中山则联手文旅部门将60多万张船票纳入权益体系 1。尽管模式创新显著，但当前仍面临知名度受限、老年群体使用门槛较高以及淡旺季利益机制模糊等挑战，如淡季打折换客流而旺季参与意愿下降 1。未来，各地计划推动构建利益共享市场化机制，丰富商家联盟类别，并探讨跨城市票根互认，北京已先行推出近百款文创交通卡作为尝试 1。
China’s Ministry of Transport, together with three other departments, has issued the "15th Five-Year Plan for Integrated Transportation Service Development," which explicitly calls for the expansion of one-stop travel services that bundle transportation tickets with scenic area entry passes 1. In response to this policy directive, cities including Qingdao, Huangshan, Zhongshan, and Kaifeng are actively integrating transit stubs with local cultural and tourism resources to convert passing travelers into local consumers 1. This model leverages digital economy platforms and cross-industry alliances to reduce decision-making costs for tourists while stimulating exploratory spending, though it currently faces challenges regarding public awareness and seasonal benefit mechanisms 1.
Qingdao launched its "Stub Economy Merchant Alliance" in October last year, allowing holders of train or flight tickets valid within seven days to unlock nearly 700 perks across more than 400 merchants 1. The city further advanced this initiative by launching the "One Stub, Tour Qingdao" digital platform in February this year 1. Other regions have adopted distinct approaches: Henan’s Kaifeng Station collaborated with Wansui Mountain Wuxia City to offer specialized activities; Anhui’s Huangshan introduced customized "driver-guide" integrated services; and Guangdong’s Zhongshan incorporated over 600,000 ferry tickets from the Zhonggang Passenger Transport service into its benefits system 1.
Data from travel platforms indicates that high-speed rail and airline tickets encourage 40% of ticket-holding users to increase their tourism expenditures, helping average visitors save between 15% and 30% on related costs 1. During the Mid-Autumn Festival and National Day holiday period, nearly half of the users claimed destination-specific consumption coupon packages 1. Despite these successes, the model suffers from limited brand recognition and accessibility barriers for elderly groups 1. Furthermore, the profit-sharing mechanisms remain ambiguous, leading to lower participation rates among merchants during peak seasons when they can attract customers without discounts, compared to off-seasons where they rely on such incentives to boost foot traffic 1. Future efforts aim to establish market-based benefit-sharing mechanisms, expand merchant alliance categories, explore inter-city ticket stub mutual recognition, and develop creative products like Beijing’s nearly 100 types of cultural-creative transit cards 1.
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