国内大型主题公园门票定价机制研究

Study on Pricing Mechanism of Theme Park in China

国内87家大型主题公园门票价格的统计分析显示,综合质量因子、投入因子等内部因素与门票价格显著正相关,外部因素中除游客消费能力与门票价格显著正相关外,其他因子与门票价格相关性不显著。这不同于以往的研究结论,说明主题公园门票定价机制有别于自然或遗产类景区。进一步研究发现,主题公园门票定价机制呈现出以下特点或问题:1主题类型不同,门票价格不同;2成本是定价的基础与核心;3重视"游客的消费能力"而忽视"游客的支付意愿";4门票价格与旅游产业环境不匹配。针对现有定价机制中存在的问题提出了改进意见。

Empirical research based on ticket prices of the domestic 87 large theme parks showed that, internal factors（ overall quality factor, in- put factors and so on） were significantly and positively correlated with ticket price, the correlation between factors associated with tourism industry and ticket price was not significant. Meanwhile, potential consuming capacity of tourists had a positive influence on price - making. The results of this study illustrated that the cost was the core and basis of price - making, but utility and willingness - to - pay of tourists were not considered enough. This conclusion was different from the previous researches, showed distinction of pricing mechanism between theme park and natural or legacy scenic re- sort. Further study found some features or drawback about pricing of theme park： ①Ticket price was differences between different subject type of theme park. ②The cost was the basis and core of the pricing. ③Paid attention to ＂tourists consumption ability＂ and ignore ＂tourists＇ willingness to pay＂. ④Ticket price did not match with tourism industry environment. According to the results, this study provided some advice on the pricing mecha- nism of theme park.