我国首批5A级旅游景区门票价格影响因素的实证研究

Empirical Study on Influencing Factors of Ticket Prices in First Batch of 5A Grade Scenic Spots

近几年我国旅游景区门票不断涨价,引起了广大旅游者的不满,也引起了政府部门和业内学者的广泛关注。通过梳理文献发现,国内学者一直关注影响景区定价的因素和定价模型,制定景区门票价格的原则等问题。采用最小二乘法,从计量经济学的视角对景区门票价格的影响因素进行实证研究,发现景区占地面积、拥有世界遗产资源、拥有人造旅游资源等因素与旅游景区门票价格呈正相关关系,而景区所在城市等级、景区所在城市的人均GDP、景区拥有历史人文旅游资源和景区拥有的自然旅游资源等因素与旅游景区门票价格呈负相关关系,提出了我国景区门票制定的对策建议。

The ticket prices of scenic spots in China was increasing in recent years, which caused discontentment in many tourists and attracted extensive attention in governments and researchers. Domestic researchers payed much attention to the reasons of ticket price increasing, factors influ- encing ticket price, pricing models and principles of price making. This paper was about empirical study and from a different visual angle. After searching ticket prices data through the search engines and scenic spots websites, this paper studied the factors which influence scenic spots ticket pricing using OLS. In the study, the authors found that such factors as spot area, world heritage or not, having artificial tourism resource or not, had a positive relationship with ticket price. On the other hand, such factors as city grade of the scenic spot, per capita GDP of the city, having historical tourism resource or not, having natural tourism resource or not, had a negative relationship with ticket price. Finally, it put forward some countermea- sures and suggestions for the development of China＇s scenic spots.