论文部分内容阅读
标志景区又开始了新一轮的涨价,引起了公众、政府、旅游者、企业等多方的质疑与不满,但学术界又缺少标志景区定价的理论解释。因此,建立一个标志景区定价理论解释模型具有非常重要的现实意义。本文通过揭示旅游目的地景区属性特征及其价值,发现标志景区除具有景区一般价值外,还具有符号价值、特色社会价值、关联价值所构成的溢出价值,并由此建立了标志景区溢出价值-景区标准价值的定价模型。提出标志景区基于何种定价类型取决于模型中的溢出价值影响度,即溢出价值对标志景区定价的影响程度。溢出价值影响度(Φ)采用构建溢出价值量表与模糊数学等方法求出,当Φ>1,采用纯公共品定价模型;当Φ<1,采用准公共品定价模型;当Φ=0,采用一般景区定价模型。选取广州塔、白云山两个标志景区进行检验,广州塔价格偏高,偏离了溢出价值反映价格的理论基础,白云山风景区的价格相对合理。
Signs a new round of prices began to rise, causing the public, government, tourists, businesses and many other questions and dissatisfaction, but the academic community is missing the theoretical interpretation of scenic spot pricing. Therefore, to establish a model of scenic area pricing theory interpretation has a very important practical significance. In this paper, by revealing the characteristics and value of the scenic area’s tourist attractions, it is found that the scenic spots not only have the general value but also the spillover value of symbolic value, distinctive social value and related value, Scenic value of the standard pricing model. The type of pricing proposed by the scenic spots depends on the impact of the overflow value in the model, that is, the extent to which the overflow value affects the pricing of the scenic spots. The effect of spillover value (Φ) is calculated by constructing the spillover value scale and fuzzy mathematics. When Φ> 1, the pure public goods pricing model is adopted. When Φ <1, the quasi-public goods pricing model is adopted. When Φ = 0, General scenic pricing model. Guangzhou Tower and Baiyun Mountain were selected for testing. The prices of Guangzhou Tower were high, deviating from the theoretical basis of spillover value reflecting the price. The price of Baiyun Mountain Scenic Area was relatively reasonable.