基于质量导向的旅游景区门票定价模型优化与实践——以云南旅游景区为例

The Optimization and Practice of the Quality-oriented Ticket Pricing Model of Tourist Attractions——Taking Yunnan Province as an Example

景区门票定价的标准、方法的合理性与否成为人们关注门票经济的核心和重点。目前,旅游景区门票定价大都采用成本定价方法,致使一些景区门票价格提升过快过高,严重影响了门票价格定价的准确性。本文从质量导向定价依据入手,优化景区门票定价模型,并以云南旅游景区为实证案例进行门票合理定价的验证分析,以供价格管理部门决策参考。

The standard of ticket pricing and the rationality of pricing method for a tourism scenic spot are becoming core con- ceres of ticket economy. At present, cost - oriented pricing is mostly used in pricing a tourist attraction, which leads to ticket price increasing too fast and suddenly and has affected seriously the accuracy of the pricing. Based on the quality - oriented prin- ciple, this paper proposes an optimal pricing model of scenic spots, and then takes the tourism scenic spot of Yunnan Province for empirical ease study,to provide some decision-making reference for price control departments.