景区门票机制——扬州瘦西湖与杭州西湖的对比研究

为了促进以瘦西湖景区为龙头的扬州各旅游产业要素的纵向整合，并塑造多条富有特色而又互补联动的关联性产业链．我们选择以瘦西湖门票降低价格准人为基点，形成“南有西湖，北有瘦西湖”的比肩旅游形象，以期为国内外旅游市场产生良好的口碑效应，促使旅游供给市场逐步形成围绕瘦西湖“众星拱月”般的旅游布局。在初步研究景区门票价格基础概念之后，深刻分析杭州西湖模式和扬州瘦西湖模式，并将它们的旅游经营制度与绩效进行比较研究，研究西湖免票模式的实行条件．对扬州瘦西湖景区免票模式进行评估，证实其不可行性。最后，运用CVM和WFP技术和制定瘦西湖景区门票价格评价因素表，通过调查分析，确定出扬州瘦西湖景区的合理票价。

The Admission Ticket Mechanism of Scenic Spot--the Comparative Study Bbetween Yangzhou Slender Wake and Hangzhou West Lake

In order to promote vertical integration of various elements among Yangzhou industries leading by the scenic region of Slender West Lake, and so as to shape more distinctive and complementary industry chains, we choose the reduction of price as basic point, and then shape the equal tourism image as ＂the Southern West Lake and the Northern Slender West Lake＂, so that we can make good reputation effect on domestic and interna- tional tourism market, to ensure the tourism supply market can gradually form an layout around the Slender West Lake like ＂The bright moon is surrounded by all stars＂. After preliminary study of basic concept on the tickets price in scenic spot and deep analysis between Hangzhou West Lake and Yangzhou Slender West Lake mode, we compare their management systems with achievements, study the operating condition for free mode of West Lake, and estimate free mode for the scenic of Slender West Lake to prove the infeasibility. Ultimately, we need adopting the technology of CVM and WTP to make a form for evaluation factors, determine a reasonable ticket price for the scenic spot of Yangzhou Slender West Lake through survey and analysis.