准公益性景区门票定价系统研究

发布时间：2018-06-29 16:52

本文选题：准公益性景区 + 系统动力学　；参考：《湘潭大学》2014年硕士论文

【摘要】：目前，我国旅游业发展势头强劲，在一定程度上推动了准公益性景区的迅猛发展；同时，根据住房和城乡建设部2012年12月4日发布的数据显示，我国风景名胜区总面积已达到19.37万平方公里，约占国土面积的2.02%，准公益性景区的持续开发让景区发展呈现两种势态：一种是开拓和打造新景区，在调研旅游市场的基础上，投资和经营新项目；另一种是将原有景区推陈出新地进行资源重组和重建，规划新的开发策略再投入市场运营。在这两种势态下，一个饱受争议和责难的问题更为突出，即准公益性景区门票的定价问题。基于此，本文即以准公益性景区门票定价为研究对象，，针对其特殊性，引入系统动力学的理论与方法，进行了卓有成效的研究，主要研究成果包括以下两个方面：首先，构建起合理的准公益性景区门票定价系统动力学模型。在充分学习现有相关研究成果的基础上，研究准公益性景区门票定价的现状，确立门票定价实现生态效益、社会效益和经济效益三效合一的目标，并通过分析景区门票价格的影响因素，根据准公益性景区的特点，总结出关键影响变量及变量之间的相互关系，绘制因果关系图和流图，最终构建起了较为全面、合理的准公益性景区门票定价系统动力学模型，即在不超过景区环境承载力的前提下，综合考虑游客的收入水平和消费能力，制定出以社会效益为主，兼顾景区经济效益的定价模型。引入系统动力学在一定程度上是准公益性景区门票定价研究领域的理论创新。其次，成功运用所建系统动力学模型实现了黄河游览区门票定价的预测。模型构建完成后，以黄河游览区为例，针对性地确定了模型中的水平函数、速率函数、辅助函数等变量，即解决了模型应用于具体准公益性景区门票定价的适应性问题，为模型仿真奠定基础。然后运用Vensim软件模拟得到黄河游览区2012-2020年的仿真预测值，仿真预测结果表明供给票价逐渐减少，景区非门票收入呈现与游客数量类似的上升趋势，接受票价呈现与游客收入一致的增加趋势，市场票价和最终票价都会受营销折扣的影响在小范围内上下波动，但总体趋势是先减后增。实证研究最后的对策分析可以帮助定价者更好地做出决策，对政府部门实现有效的监督管理提出了几点建议。
[Abstract]:At present, China's tourism industry is developing strongly, to a certain extent, promoting the rapid development of quasi-public welfare scenic spots. At the same time, according to the data released by the Ministry of Housing and Urban-Rural Construction on December 4, 2012, The total area of scenic spots in China has reached 193700 square kilometers, accounting for about 2.02 of the land area. The sustainable development of quasi-public welfare scenic spots has made the development of scenic spots take on two trends: one is to develop and build new scenic spots, on the basis of investigating the tourism market, Investment and management of new projects; the other is the old scenic spots to carry out the reorganization and reconstruction of resources, planning new development strategy to put into the market operation. In these two situations, a controversial and critical issue is more prominent, that is, the pricing of quasi-public scenic spots. Based on this, this paper takes the ticket pricing of quasi-public interest scenic spot as the research object, aiming at its particularity, introduces the theory and method of system dynamics, and carries on the fruitful research. The main research results include the following two aspects: firstly, a reasonable dynamic model of ticket pricing system in quasi-public interest scenic spots is constructed. On the basis of fully studying the existing relevant research results, this paper studies the present situation of ticket pricing in quasi-public interest scenic spots, and establishes the goal of realizing the integration of ecological benefit, social benefit and economic benefit by ticket pricing. By analyzing the influencing factors of ticket price in scenic spots, according to the characteristics of quasi-public interest scenic spots, the paper summarizes the relationship between key influence variables and variables, draws the diagram of causality and flow, and finally constructs a more comprehensive one. A reasonable dynamic model of ticket pricing system in quasi-public interest scenic spots, that is, under the premise of not exceeding the environmental carrying capacity of scenic spots, considering comprehensively the income level and consumption ability of tourists, the social benefit is the main factor. The pricing model considering the economic benefits of scenic spots. The introduction of system dynamics is, to some extent, a theoretical innovation in the field of ticket pricing in quasi-public interest scenic spots. Secondly, the system dynamics model is successfully used to predict the ticket pricing in the Yellow River tourist area. After the completion of the model construction, taking the Yellow River tourist area as an example, the variables of the model, such as horizontal function, rate function, auxiliary function and so on, are determined, that is, the adaptability of the model applied to the pricing of tickets in the specific quasi-public interest scenic spots is solved. It lays a foundation for model simulation. Then we use Vensim software to simulate the forecast value of the Yellow River tourist area 2012-2020. The simulation results show that the supply ticket price decreases gradually, and the non-ticket income of the scenic area shows a similar upward trend as the number of tourists. Accepting ticket prices shows an increasing trend consistent with tourist income. Both market fares and final fares fluctuate in a small range under the influence of marketing discounts, but the overall trend is to decrease first and then increase. The final countermeasure analysis of empirical research can help the price makers to make better decisions, and some suggestions are put forward for the effective supervision and management of government departments.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6

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