国家5A级景区门票降价对旅游满意度影响研究

Impact of Ticket Price Reduction of National 5A Scenic Spots on Tourism Satisfaction

门票收入是我国旅游业的重要经济来源,旅游满意度对我国旅游产业的可持续发展具有重要的现实影响。在国家多次出台推动景区门票降价政策背景下,本文借助微观调查数据,研究国家5A级景区门票降价对旅游满意度的影响,分析感知价值在其中的作用机制。结果表明:景区门票降价能够显著提升游客的旅游满意度,而且感知价值在其中起到一定的传导作用。通过对感知成本价值、感知服务价值和感知情感价值等感知价值三个维度的进一步分析,得出感知成本价值、感知服务价值和感知情感价值均起到一定传导作用的结论。基于此,提出如下建议:要抓住数字经济契机,转变景区发展模式;满足游客个性化需求,增强游客感知价值;完善景区服务实施,提升游客安全感知。

Ticket price is an essential economic source of China's tourism industry,and tourism satisfaction has an important practical impact on the sustainable development of China's tourism industry.Under the back-ground that the country has repeatedly promoted the price reduction of scenic spots tickets,this paper studies the impact of the price reduction of national 5A scenic spots tickets on tourism satisfaction with the help of micro survey data,and analyzes the mechanism of perceived value in it.The results indicate that reducing the price of scenic spot tickets can have a notable impact on improving tourist satisfaction,and this improvement is mediated by perceived value.Further analysis of the three dimensions of perceived value,namely perceived cost value,perceived service value,and perceived emotional value,reveals that all three dimensions play a significant role in the transmission process.Based on this,the following suggestions are proposed:to seize the opportunity of the digital economy and transform the development mode of scenic spots;meet the personalized needs of tourists and rise their perceived value;improve the implementation of scenic area services and enhance tourists'perception of safety.