汉石桥湿地门票设定的案例研究

发布时间：2018-06-19 06:20

本文选题：汉石桥湿地 + 门票　；参考：《清华大学》2012年硕士论文

【摘要】：汉石桥湿地于2007年开始开展旅游业务，截止2011年底累计接待游客76万人，实现旅游收入1500万元，成为北京市顺义区旅游的新热点。目前，汉石桥湿地尚未收取门票。湿地管理者计划在对其进行封闭管理后实施门票制，但是目前对于如何设定门票价格尚未达成一致，这是本案例所讨论的主要问题。本文首先介绍了案例背景，包括汉石桥湿地的基本情况、规划建设以及旅游发展情况。之后从门票的功能角度论述了汉石桥湿地设置门票的必要性。通过归纳一般景区门票价格的影响因素，本文分析了汉石桥湿地门票价格的主要影响因素，主要包括湿地旅游的投入成本、资源价值、市场竞争和游客需求等。借鉴现有的研究成果，本文给出了汉石桥湿地门票价格的测算模型，即首先通过成本法、市场比较法和意愿支付调查法分别测算门票价格，，然后通过综合定价法综合上述三个价格测算结果，得到最终的门票价格测算值。在上述分析的基础上，本文详细介绍了汉石桥湿地门票价格的测算过程。采用成本法测算时，本文利用了2011年汉石桥湿地旅游经营成本数据。同时，本文预测了汉石桥湿地未来游客量及其增长情况，并测算了游客容量上限值。在目标利润设置时借鉴了税务部门针对本景区制定的公益率。成本法测算的票价为53元。采用市场比较法测算时，本文借鉴已有研究设计了景区因子打分法，选择杭州西溪湿地公园、北京野鸭湖湿地公园、江苏溱湖国家湿地公园、银川鸣翠湖国家湿地公园、山东滨湖国家湿地公园和广东星湖国家湿地公园作为市场比较对象，测算得出汉石桥湿地门票价格为52元。采用意愿支付调查法测算时，本研究按照调查的目的设置调查问卷。经过三个月的调查，发放300份调查问卷，回收有效问卷285份。将游客意愿支付价格的加权平均值作为该方法测算门票价格，测算结果为29元。在上述三种方法的基础上，本文利用综合定价法测算汉石桥湿地的门票价格。采用德尔菲法确定景区管理层对于成本、市场竞争、游客支付意愿的偏好系数。最终测算得出汉石桥湿地门票价格为40元。在此基础上，本文针对配合门票制的其他相关措施提出了一些建议。
[Abstract]:Hanshiqiao Wetland began its tourism business in 2007. By the end of 2011, it had received 760000 tourists and realized the tourism income of 15 million yuan, which has become a new hot spot of tourism in Shunyi District of Beijing. At present, the Hanshi Bridge wetland has not yet collected tickets. Wetland managers plan to implement the ticket system after closed management, but there is no agreement on how to set the ticket price, which is the main problem discussed in this case. This paper first introduces the case background, including the basic situation of Hanshiqiao wetland, planning and construction, as well as tourism development. From the point of view of ticket function, the necessity of ticket setting in Hanshi Bridge Wetland is discussed. By summarizing the influencing factors of ticket price in common scenic spots, this paper analyzes the main influencing factors of ticket price of Hanshiqiao wetland, including the input cost of wetland tourism, resource value, market competition and tourist demand, etc. Based on the existing research results, this paper gives the model of ticket price calculation of Hanshiqiao Wetland, that is, through the cost method, the market comparison method and the willingness to pay investigation method to calculate the ticket price separately. The final ticket price value is obtained by synthesizing the above three price calculation results through the comprehensive pricing method. On the basis of the above analysis, this paper introduces the calculation process of ticket price of Hanshiqiao Wetland in detail. When using cost method to calculate, this paper makes use of the 2011 Hanshiqiao wetland tourism operating cost data. At the same time, this paper predicts the future tourist volume and its growth of Hanshiqiao wetland, and calculates the upper limit of tourist capacity. When the target profit is set, we draw lessons from the public interest rate formulated by the tax department in view of the scenic spot. The cost method calculates the ticket price is 53 yuan. When using the market comparison method to calculate, this paper designs the scenic spot factor scoring method for reference, selects Hangzhou Xixi Wetland Park, Beijing Wild Ya Lake Wetland Park, Jiangsu Qinthu National Wetland Park, Yinchuan Ming Cuihu National Wetland Park. Shandong Binhu National Wetland Park and Guangdong Xinghu National Wetland Park are compared in the market. The ticket price of Hanshiqiao Wetland is estimated to be 52 yuan. This study designed a questionnaire according to the purpose of the survey. After three months of investigation, 300 questionnaires were distributed and 285 valid questionnaires were collected. The weighted average value of the tourist's willingness to pay is taken as the method to calculate the ticket price, and the result is 29 yuan. On the basis of the above three methods, this paper uses the comprehensive pricing method to calculate the ticket price of Hanshiqiao Wetland. The Delphi method is used to determine the preference coefficient of scenic area management for cost, market competition and tourists' willingness to pay. The final estimate of Hanshi Bridge wetland ticket price is 40 yuan. On this basis, this paper puts forward some suggestions on other relevant measures to cooperate with ticket system.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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