景区门票定价合理性评价研究——以黄山为例

Research on Ticket Pricing Rationality in Scenic Area--Case Study of Yellow Mountain

【摘要】景区门票定价合理性一直是旅游界关注的焦点，本文以黄山为研究对象，引入游客感知概念，分析讨论景区票价是否合理，使门票定价合理性评价视角更加多元。文章首先基于重要性表现分析法（JPA），建立期望一满意度一价格模型（ESP），计算ESP指数，进行价格评价，判断调整方向；其次对要素具体分析，进行合理性解释，制定相应的定价策略和后续建设建议。研究发现，黄山景区票价较为合理，可在改善游客体验的前提下提价或创新盈利模式。

Rationality of scenic spot ticket price has always been the focus of tourism industry. Taking Yellow Mountain as the object, this paper introduced tourists＇ perception, and analyzed whether ticket price is reasonable. Based on the importance performance analysis （IPA）, the paper built up expectation - satisfaction - price model （ESP） to judge the price, and gave reasonable explanation by analyzing factors specifically. Pricing strategy and the subsequent construction Suggestions is given as well. The study showed that price of yellow mountain ticket is quite affordable. Improving tourists experience and Innovating profit model can increase price or income.