The Research Of Ticket Pricing Of Tourist Attraction From The Perspective Of Game Theory

In the late of1990s, along with the management system reform of tourist scenicareas (spots) in our country, the problem about the rising ticket price for scenic spotsis gradually paid attention to. Ever since September in2000till now, when StateDevelopment Planning Commission delegated the ticket price management authorityof20famous scenic areas to the local governments, the ticket-price of scenic areashas been rising constantly, even to be a trend of racing to raise prices. Especially in2005, the trend is especially evident. The constantly rising ticket price brings aboutthat the level of the ticket price of scenic areas in our country is overall high, and withthe constant price-rising of scenic areas, it’s difficult to fully reflect the welfare natureof the tourism products of scenic areas, and also goes against the long-term andhealthy development of tourism. The ticket price of the scenic spot is not simplydecided by supply-demand relationship, which is related to many influencing factors.This paper will try to discuss the influence factors on the rising price of scenic spotsand reasons for making the ticket-price of the scenic spot s rise in our country atpresent; and on the basis of analyzing reasons for ticket-price rising, it will point outthe principles which should be obeyed on making the ticket-price of scenic spots andthe pricing strategy that should be followed to.On the basis of having consulted a large number of related literatures, this paperfirstly summarizes literatures on ticket pricing of the scenic spot at home and abroad.Then on the basis of discussing the concept and the classification of the scenic spot, itanalyzes some factors which influence the scenic ticket price. Because the theorysupport of this paper is the game theory, it also discusses the game theory and Nashequilibrium theory when introduces the related concepts. After systematicallyanalyzing reasons for raising the price of scenic spot, the paper points out the essencereason for making the ticket price rise by analyzing the game between one scenic spot and the others and the game between scenic spots and tourists. Then it makescomparison between the scenic ticket managements at home and abroad, and from theangle of the game theory, it mainly analyzes implementing measures of HangzhouWest Lake scenic spot tickets for free and panda cards of Chengdu in our country byexamples. At last, from the perspective of game theory, it puts forward the principlefor pricing tickets of scenic spot: firstly, scenic spot ticket pricing should insist on thethree effect syncretism principle, which should take account of economic benefit,ecological benefit and social benefit. Next is the benefit principle for theconsideration to all stakeholders. On the basis of following these principles, this paperputs forward that our country traveling scenic areas should carry out the pricingmechanism of different pricing, and gives some strategies and suggestions aiming atthe pricing mechanism.