旅游景区门票价格游客支付意愿与其影响因素的关系研究

发布时间：2018-09-02 10:09

【摘要】：近几年国内各大景区门票屡屡涨价，引起了民众的强烈不满，关于景区门票价格的研究也成为了旅游学界热点。笔者在借鉴国内外相关研究的基础上，尝试从支付意愿的角度来分析游客对门票涨价行为的态度，探索影响门票价格支付意愿的主要因素及其影响路径。理论上丰富了国内学者对景区门票价格研究的内容和视角，实践上则为景区门票价格制定和经营管理提出切实可行的建议。本研究按照提出问题、分析问题、解决问题的逻辑思路进行：先由门票涨价现象引发思考游客对门票的支付意愿；再在文献分析和理论综述基础上，明确支付意愿内涵，提炼影响支付意愿的变量及关系，构建理论模型；接着，整理出各变量测量条款并设计问卷，通过专家访谈和预调研等修正问卷；然后，，选取厦门鼓浪屿景区实施正式调研，运用SPSS和AMOS等统计软件对所收集的数据进行基本统计分析、因子分析、结构方程模型分析等；最后，本研究得出影响游客门票支付意愿的主要变量有价格公平感知、感知价值、满意度，并存在三条显著的影响路径；最终，笔者依据研究结论提出了若干对策用于提高游客景区门票价格支付意愿，即采取合理的门票差异化政策、塑造良好景区形象、公开细化景区溢价收益去向、提升旅游六大要素整体服务水平、注重提升游客情感及社会价值感知、实行游客满意度管理等。
[Abstract]:In recent years, the ticket price increases frequently in various scenic spots in China, which has aroused the strong dissatisfaction of the public, and the research on the ticket price of scenic spots has also become a hot spot in tourism circles. On the basis of domestic and foreign relevant research, the author tries to analyze the attitude of tourists to ticket price increase from the perspective of willingness to pay, and to explore the main factors affecting the willingness to pay ticket price and its influence path. Theoretically, it enriches the content and perspective of domestic scholars' research on the ticket price of scenic spots, and puts forward practical suggestions for the establishment and management of scenic spot ticket prices in practice. This study is carried out according to the logical thinking of raising questions, analyzing problems and solving problems: first, the phenomenon of ticket price increases causes consideration of tourists' willingness to pay for tickets; then, on the basis of literature analysis and theoretical review, the connotation of willingness to pay is clear. Refining the variables and relationships that affect the willingness to pay, constructing a theoretical model; then, sorting out the terms of variable measurement and designing a questionnaire, through expert interviews and pre-investigation and other revised questionnaires; then, select Xiamen Gulangyu scenic spot to carry out formal investigation. The basic statistical analysis, factor analysis and structural equation model analysis of the collected data are carried out by using SPSS and AMOS. Finally, the main variables that affect the willingness of tourists to pay tickets are price fairness perception, perceived value, etc. Finally, according to the conclusion of the study, the author puts forward some countermeasures to improve the willingness to pay the ticket price of tourist attractions, that is, to adopt a reasonable policy of ticket differentiation, and to create a good image of scenic spots. Public refinement of the proceeds of scenic premium, enhance the overall service level of the six major elements of tourism, pay attention to enhance the feelings of tourists and social value perception, the implementation of tourist satisfaction management and so on.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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