我国文化旅游产品的定价机制及完善对策

Pricing mechanism of cultural tourism products in China and its improving countermeasures

目前我国文化旅游产品定价存在定价机制不完善、政府参与过多、价格整体偏高、对公众福利兼顾不够、调价机制不科学、调价过于随意等问题。公益型文化旅游产品定价应坚持社会效益最大化原则;营利性文化旅游产品定价应重点监管文化旅游企业的市场竞争是否合规、价格行为是否会伤害到文化和自然生态的平衡、文化旅游企业在文化旅游产品中是否搭车其他经营项目等问题;公益性与营利性兼顾的文化旅游产品定价应兼顾建设投入和资源保护要求,着力完善价格监管体系,推进文化旅游产品管理权与经营权分离。

At present, China’s cultural tourism product pricing has problems such as imperfect pricing mechanism,excessive government involvement, high overall price, insufficient consideration for public welfare, unscientific price adjustment mechanism, and excessively arbitrary price adjustment. The pricing of cultural tourism products with public welfare should adhere to the principle of maximizing social benefits;the pricing of cultural tourism products with profitability should focus on supervising whether the market competition of cultural tourism enterprises is compliant with legal regulations, whether the price behavior will harm the balance between culture and natural ecology, and whether cultural tourism enterprises operate other business projects in cultural tourism products, etc.;the pricing of cultural tourism products with both public welfare and profitability should take into account the construction investment and resource protection requirements, focus on improving the price supervision system, and promote the separation of administrative rights and management rights of cultural tourism products.