旅游景区门票定价策略初探.pdf

旅游景区门票定价策略初探
——基于旅游市场供需角度的分析

旅游管理专业学生蔡西丹

指导教师陆志东



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TheTouristScenicZoneAdmissionTicketFixedPriceStrategy
InitiallyResearches
BasedonTouristMarketSupplyandDemandAngleAnalysis

StudentmajoringinTourismManagementCaiXidan
TutorLuZhidong

Abstract:ThetouristisscenicareaGod,isrelatesthescenicarealifeanddeath,theprosperityanddecline
success'sorfailure'simmediateinterestcounterparts.Thescenicareaadmissionticketpriceisrelatesthe
scenicareaandtourist'sbridgeorthelink,therefore,thescenicareaadmissionticketfixedpriceshould
baseonthetouristmarketsupplyanddemandbothsidesfactoroverallevaluation.However,variousscenic
areasadmissionticketfixedpricestrategyhaspromulgatedourcountrymanytouristsceniczonesat
presentbytheadmissionticketincomeprofitpatternprimarily.Themarketpractice'sexaminationproved
thatdependsupontheticketincometobeverydifficultpurelyfundamentallytosharpenthescenicarea
sustainableprofitability,sometimesevenhadthenegativeeffect,forexamplethesourceoftourists
divergence,thescenicareaimagesufferedinjuryandsoon.Thisarticlewillbasethedomesticsome
famoustouristsceniczonedifferentadmissionticketfixedpricestrategy,carriesontheanalysistoitsfit
andunfitqualitylength,andaimsatexiststhequestionproposesthecorrespondingsolution
countermeasure.
Keywords:Touristsceniczone;Admissionticketprice;Risinginprices;Fixedpricestrategy

2000年9月底,国家发展计划委员会为了“有利于改善游览参观点价格形成机制,
促进旅游业健康发展”,将其直接定价管理的国家级特殊游览点参观门票价格管理权限
全部下放给地方。2001年2月15日故宫、颐和园、天坛、八达岭与十三陵大幅度调价,
涨幅在33%到170%之间。此后，景区门票价格上涨之风席卷全国，从东到西、从南到北，
不论是知名