标志景区溢出价值及定价模型实证诠释

发布时间：2018-03-02 20:25

本文选题：景区属性　切入点：溢出价值　出处：《资源科学》2014年09期 　论文类型：期刊论文

【摘要】：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Φ1,采用纯公共品定价模型;当Φ1,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。
[Abstract]:A new round of price increases in the scenic spots has begun, which has aroused doubts and dissatisfaction from the public, the government, tourists, enterprises and so on, but the academic circle lacks the theoretical explanation of the pricing of the scenic spots. It is of great practical significance to establish a theoretical explanation model of scenic spot pricing. By revealing the characteristics and value of tourist destination scenic spot, this paper finds that the landmark scenic spot has not only the general value of scenic spot, but also the symbolic value. Based on the spillover value of characteristic social value and associated value, the pricing model of overflow value-standard value of scenic spot is established, and the pricing type of logo scenic spot depends on the influence degree of spillover value in the model. The spillover value influence degree (桅) is calculated by constructing overflow value scale and fuzzy mathematics. When 桅 1, pure public goods pricing model is used, when 桅 1, quasi-public goods pricing model is used. When 桅 0, general scenic spot pricing model is adopted, the price of Guangzhou Tower is on the high side and the price of Baiyun Mountain is relatively high, which deviates from the theoretical basis of spillover value reflecting the price, and the price of Baiyun Mountain Scenic spot is relatively reasonable.
【作者单位】：广州大学旅游学院;
【基金】：国家社会科学基金(编号:12CJY090) 广州市高校科技计划(编号:2012B132) 羊城学者项目(编号:12A010G)
【分类号】：F592.7;D224

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