门票价格感知对旅游满意度的影响研究——以张家界风景区为例

Research on the Impact of Ticket Price Perception on Tourism Satisfaction——Take Zhangjiajie Scene as an example

近年来,国家出台相关政策提倡景区通过门票降价来促进门票经济向产业经济转型。本文以张家界风景区作为案例对象,通过对同程旅游评价进行分析,发现游客存在对门票感知昂贵等负面情绪。同时,本文运用扎根理论的质性研究方法,建立门票价格感知影响游客满意度的模型,认为旅游吸引物、渠道服务和门票管理影响着游客满意度。据此,本文认为,张家界景区可以从加快智慧旅游发展、建设旅游综合体等方面转变经营思路,实现可持续发展。

In recent years, China has issued relevant policies to encourage scenic areas to promote the ticket economy’s transformation to an industrial economy through ticket price reduction. This article takes Zhangjiajie Scene as the object and analyzes the same journey tourism evaluation. It finds out that tourists have a negative feeling of perceiving expensive tickets. At the same time, this article uses grounded theoretical qualitative research methods to establish a ticket price perception model affecting tourist satisfaction and believes that tourist attractions, channel services, and ticket management affect tourist satisfaction. Based on this, this article believes that Zhangjiajie Scene can transform its management thinking from accelerating smart tourism and the development of tourism complexes to achieve sustainable development.