旅游经济学视角下古村镇“门票经济”现象研究——以南靖云水谣为例

A Study on the Phenomenon of "Ticket Economy" in Ancient Villages and Towns from the Perspective of Tourism Economics——Taking Nanjing Yunshuiyao as an example

本文以旅游古村镇门票价格为研究对象,以南靖云水谣古镇为案例,收集携程、同程、去哪儿、微博平台中涉及云水谣古镇景区门票价格的在线评论,一是借助ROST CM6的情感分析功能,分析游客门票价格感知下的总体情感取向,探索门票价格感知与旅游体验满意度的关系;二是利用质性研究方法,对有关门票价格感知的在线评论进行扎根理论编码分析,分析游客价格感知下体验不满意的原因。研究发现,门票价格感知与旅游体验满意度相互作用,旅游者价格感知影响旅游体验满意度,但体验满意度最终决定价格容忍度;另外景区旅游资源少、景区管理乱象、景区基础设施建设不完善以及期望太高是造成游客对于当前门票价格不满的主要因素。最后,本文根据研究结果提出古村镇旅游发展的建议。

This paper takes the ticket price of ancient villages and towns as the research object,and takes Yunshuiyao in Nanjing as an example to collect online comments on the ticket price of ancient Yunshuiyao scenic spots on Ctrip.com,Ly.com,Qunar.com and Weibo.com.First,with the help of the emotional analysis function of ROST CM6,this paper analyzes the overall emotional orientation of tourists'ticket price perception,and explores the relationship between ticket price perception and tourism experience satisfaction.The second is to use qualitative research methods to analyze online comments on ticket price perception by grounded theoretical coding,and to analyze the reasons for unsatisfactory experience under tourists'price perception.The study finds that ticket price perception interacts with tourism experiential satisfaction.Tourists'price perception affects experience satisfaction,and tourists'overall experience satisfaction determines their price tolerance.In addition,the main factors causing tourists'dissatisfaction with the current ticket price are the scarcity of tourism resources,disordered management of scenic spots,imperfect infrastructure construction and high expectations.Finally,based on the research results,this paper puts forward some suggestions for the development of tourism in ancient villages and towns.