景区门票价格调整对旅游者行为的影响研究

发布时间：2018-02-06 02:50

本文关键词： 旅游景区门票利益相关者行为意向选项框架价格折扣选购满意度　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：“凤凰古城进城收费”事件再次引发了社会各界对景区门票价格制定的关注。旅游景区是准公共物品，定价不合理不仅会引起多方利益主体间的矛盾和冲突，还会影响景区的可持续发展。景区门票价格调整时如何协调多方利益？旅游消费者面对景区票价会如何反应？景区门票如何制定，才能满足旅游者自由选择权利和经营管理者的利益目标以平衡多方利益诉求？探讨上述问题对于旅游景区门票管理的理论研究和实际经营具有重要的理论意义和实践价值。本文以“凤凰古城进城收费”事件为线索，采用案例研究方法，分析了景区票价调整对古城政府、景区经营者、古城居民、旅游者、旅游企业五个利益相关者的影响；在此基础上，通过网络平台收集了旅游者对“凤凰古城进城收费”的网络评论和调查数据，运用扎根研究方法，构建出景区票价调整对旅游者行为意向的影响模型；进一步探讨了“加式选项框架（+OF）”和“减式选项框架（-OF）”两种定价策略，采用实验方法，考虑价格促销，验证定价策略对旅游者购买意向和选购满意度的影响。研究结果表明：景区核心利益相关者利益诉求复杂，利益主体间相互制约相互促进，旅游者、景区经营者和景区管理者三方经过多次动态博弈，最终达到均衡状态；面对景区门票价格调整，旅游者的行为意向符合“认知—情感—行为”的心理机制，，其发展过程中，旅游者的刻板印象、认知偏见、旅游偏好等会对最终的决策结果发挥关键作用；为解决景区一票制产生的负面影响，采用减式选项框架制定景区门票，旅游者选择购买完整型旅游景区门票的意愿更高。而考虑到价格促销时，这种差异会被削弱，旅游者购买完整型景区门票的意愿差异不明显，且选购满意度不存在显著差异。
[Abstract]:The event of "Phoenix Ancient City charging in cities" has once again aroused the attention of all sectors of the society to the pricing of tickets in scenic spots. Tourist spots are quasi-public goods, and unreasonable pricing will not only cause contradictions and conflicts among various stakeholders. It will also affect the sustainable development of scenic spots. How to coordinate the various interests when the ticket price is adjusted? How will the tourist consumers react to the ticket price of the scenic spot? How to make the tickets in order to meet the tourists' right to choose freely and the interests of the managers to balance the interests of the various demands? It is of great theoretical significance and practical value to discuss the above problems for the theoretical research and practical management of ticket management in tourist attractions. Based on the case study of the event of "Phoenix Ancient City charging into the City", this paper analyzes the adjustment of scenic area ticket price to the ancient city government, scenic area operators, ancient city residents, tourists. The influence of five stakeholders of tourism enterprises; On this basis, through the network platform to collect tourists to "Phoenix ancient city city charges" network review and survey data, using the method of rooted research. Construct the influence model of tourist's behavior intention that the fare adjustment of scenic spot; This paper further discusses the two pricing strategies of "additive option framework" and "subtractive option framework", and adopts the experimental method to consider price promotion. Verify the effect of pricing strategy on tourists' purchase intention and satisfaction. The results show that: the interests of the core stakeholders in scenic spots are complex, the interests of the main body of mutual constraints and mutual promotion, tourists, scenic area operators and scenic area managers after a number of dynamic games. Finally, the equilibrium state is reached; In the face of ticket price adjustment, tourists' behavior intention accords with the psychological mechanism of "cognitive-affective behavior". In the process of its development, tourists' stereotype and cognitive prejudice. Tourism preference will play a key role in the final decision; In order to solve the negative impact of the "one vote" system in scenic spots, using the subtractive option framework to make tickets for scenic spots, tourists are more willing to choose to buy the full type of scenic spots tickets, while considering the price promotion. This difference will be weakened, tourists' willingness to buy complete scenic area tickets is not obvious, and there is no significant difference in satisfaction.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F713.55

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