我国旅游景区门票多目标定价机制研究

传统产品定价研究大都从市场供需出发,以利润最大化来设置产品价格.然而景区门票价格是由市场因素和政策因素共同作用形成,景区门票定价不仅要满足景区经营方的利润最优目标,还应符合景区的生态承栽能力和社会福利目标.文章通过建立景区基于利润最优目标、生态承裁力目标和社会福利最优目标模型,证明了当追求利润最大化目标时,景区应该以产业利润最大化来制定门票价格；当景区生态承载能力低于产业利润最优的游客数量时,票价应该根据生态承栽人数来制定；当公共景区基于社会福利最优定价时,完全免费并不一定是社会福利的最优选择.在此基础上,对多目标定价机制进行比较分析,并结合杭州西湖景区案例对多目标门票定价机制进行了动态综合研究.

Multi-target Ticket Pricing Analysis of Tourist Attractions in China

The traditional pricing studies are mostly based on demand and supply models,and set price to maximize profit.However,ticket price of tourist attractions is determined by both market and policy factors.Price not only needs to meet the motivation of pursuing profits,but also should consider the ecological carrying capacity and the level of social welfare.Profit,ecological carrying capacity,and social welfare are going into voting paradox among tourist attractions,government and tourists.Based on "Kaldo-Hicks Improvement",if a person’s situation has changed so that he is able to compensate for the loss of another person with a surplus,then the overall efficiency can be improved.For ticket pricing,if a participant is able to provide compensation to the other,the voting paradox of tourist attractions management objectives can be solved. This paper developed a mathematical model of optimal profits,ecological carrying capacity and social welfare for tourist attractions.The results show that if a tourist attraction aims for optimal profit,the set price of ticket will be higher than that at the industry’s maximum profit,the total profits is lower than the industry’s maximum profits,pricing should therefore be based on the industry’s profit maximization.If ecological carrying capacity is less than the number of the industry’s optimal profits,visitor numbers should be controlled under the ecological carrying capacity,which will need third-party compensation.Otherwise out of self-interest,tourist attractions will not take the initiative to control the number of visitors.When pricing is based on social welfare,if a unit change in ticket price leads to visitors’ utility change at more than one unit,welfare-based pricing should be used.Free of admission charge is not always an optimal choice. On this basis,we research into the pricing mechanism of Hangzhou West Lake from comprehensive and dynamic perspectives.Before 2002,West Lake took profit maximization as the goal,to charge relatively higher ticket prices,and tourism resources have not been effectively utilized;2003 to 2011,West Lake took industry profit maximization and social welfare optimization as the goals,tickets are free,resources get efficiently used,and economic benefits get significantly upgraded.After 2012,West Lake takes ecological carrying capacity and social welfare optimization as goals,and begins to limit the number of visitors,but the tickets are still free.In the foreseeable future,there will be diverse forms of ownership participating in the tourism industry,and tourist attractions ticket pricing will become more complex.However,no matter what type of tourist attractions,with the transformation of life cycle and the external environment,ticket price makers should be based on the property of tourist attractions to select pricing objectives for the optimization of ticket pricing.