A Case Study Of The Ticket Pricing Of Hanshiqiao Wetland

Hanshiqiao Wetland opened for visitors in2007. Until the end of2011, HanshiqiaoWetland has received about760,000visitors, and the total income of tourism is overfifteen million RMB. Hanshiqiao Wetland has become a new hot tourist spot in shunyidistrict of Beijing. The administrators of Hanshiqiao Wetland plan to adopt an enclosedmanagement and begin to charge entrance fees. However, it’s not determined how muchthe ticket should be. Thus this article focuses on the issue of ticket pricing ofHanshiqiao Wetland.Firstly the article introduces basic information about Hanshiqiao Wetlandincluding construction plan and the tourism development. Then the article discusses thenecessity of charging entrance fees from the perspective of the function of the ticket.Through the study on the influencing factors of the ticket pricing of the ordinary scenicarea, the article analyzes the ones of Hanshiqiao Wetland such as the cost invested, thevalue of the resource, market competition, the demand of visitors and etc. Thus apricing model considering the cost method, the market comparison method, WTP(willingness to pay) investigation method and the complex pricing method is formed.The article will introduce the process of ticket pricing of Hanshiqiao Wetland in details.While the cost method is applied, the cost is referred to the final cost of2011’sHanshiqiao Wetland tourism operation. The article not only calculates the amount oftourists, but also anticipates the tourism capacity of the wetland. Thus the tourismcapacity of Hanshiqiao Wetland should be the top line of the amount of tourists. Whilesetting the target profit rate of Hanshiqiao Wetland, the article will refer to the interestrate used by the tax authority. After calculation, the ticket of Hanshiqiao Wetland forthe cost method is projected to be RMB53.While the market comparison method is applied, the article chooses the nationalwetland parks as the comparison objects such as Hangzhou Xixi National Wetland Park,Beijing yeyahu National Wetland Park, Jiangsu qin lake National Wetland Park,Yinchuan Mingcui Lake National Wetland Park, Shandong Binhu National WetlandPark and Guangdong Xinghu National Wetland Park. After calculation, the ticket ofHanshiqiao Wetland for the market comparison method is RMB52. While the WTP (willing to pay) investigation method is applied, the questionnaireis designed. Then during the period of the three month’s investigation,300questionnaires are handed out, and285of them are valid. After the statistical analysis,the ticket price for the WTP investigation methods projected to be RMB29.Based on the above three methods, the complex pricing method is applied. Thepreference coefficient of the cost, the market competition and WTP are calculatedthrough Delphi method. Finally, we come to a conclusion that the ticket price ofHanshiqiao Wetland should be RMB40. Moreover, the article gives some othersuggestions on management policy to match up the entrance ticket policy.