Systematic Research On Ticket Pricing Of Quasi-public Scenic Spots

Today, Chinese tourism industry has strong development momentum, whichpromotes the rapid development of quasi-public areas. At the same time, according tothe data released by the Ministry of Housing and Urban-Rural Development of thePeople’s Republic of China in December4,2012, the total area of scenic spots hasreached19370000hectares, or2.02%of its territory. Sustainable development makesthe development of scenic spots to present two kinds of situations: one is to developand build a new scenic spot, investing and managing new projects on the basis oftourism market. Another is the original scenic to push new resource reorganizationand reconstruction, planning to invest new development strategy in market operation.In the two situations, a controversial and condemned problem becomes moreprominent, that is quasi-public scenic spot ticket pricing problem. Based on this,research object is ticket pricing of quasi-public scenic spots. In view of the uniqueness,the very fruitful research by introducing the theory and method of systemdynamics.The main research results include the following two aspects:Firstly,construct a reasonable system dynamics model for quasi-public scenic spots ticketpricing. Through the analysis of the phenomenon of industry of ticket pricing andprice trend, establish the ticket pricing to reach ecological, social and economic threeprofit coordinated target, and study the influencing factors of ticket pricing.According to the characteristics of quasi public areas, explore the main influencingfactors and the relationship between them. Draw the causality diagram and flow chart.Finally construct a comprehensive and reasonable dynamic model for the quasi publicscenic spots ticket pricing. That is under the premise of in no more than theenvironmental carrying capacity, considering the visitors level of income andconsumption capacity, to develop the spot pricing model to juggle business and socialbenefits. Introduction of system dynamics is the theoretical innovation of quasi-publicscenic spots pricing research to a certain extent.Secondly, the successful use of the system dynamics model to realize theprediction of the ticket pricing of Yellow River Tourist Area. Model construction iscompleted, Yellow River Tourist Area is as an example, pertinently determinevariables in the model, such as the level function, the rate function, the auxiliaryfunction, etc. The problem, which is adaptability of the model being applied to ticket pricing of quasi-public scenic spots, has been solved. Model lays the foundation forsimulation. Then use Vensim simulation software to simulate the Yellow River resort2012-2020forecast value, what shows the supply fares gradually reducing, scenicnon-ticket sales and the number of visitors being a similar upward trend, acceptedfares being incremental trend consistent with the revenue of tourists. Market fares andultimately fares affected by marketing discount will fluctuate within a small range,but the overall trend is first decreased and then increased. The final analysis of theempirical study can help price setter make better decisions, which also put forwardsome suggestions for the government to realize the effective supervision andadministration.