The Study On The Influence Of The Price Strategies On The Tourist’s Willingness In Wuyi Mountain Scenic Spots

In the background of Wuyi Mountain scenic spot price growth, and based on a review of the relevant theory and literature analysis, the internal reference between the market price, past price, advertising sales prices and the internal reference price is explored through the empirical research of Wuyishan tourism scenic spot. The internal relationship will be clear by the above discussion. The results showed that:first, in the past, the price can be applied to tourism products. And whether it is in the semi self help group travel or tourism products, consumers’ internal reference prices will indeed be affected by the price and promotional price in the past, but is not affected by the impact of market price. The results and conclusion of the studies have the difference Compared with the past slightly. Second, the past price, promotion price, the internal reference price of Wuyi Mountain tourist has a significant negative impact on the willingness to travel. That is to say, whether it is in Wuyishan scenic tourist groups or semi independent tourism products, the past price, promotion price and the internal reference price is higher for consumers, the willingness to travel is more low. Third, the internal reference price will have a certain effect on the relationship between the past price, promotion price and tourism will. The Empirical study results show that the Wuyi Mountain scenic spot market prices, past price, promotions price, and internal reference price have a direct impact on travel intention, and past price and promotions price also produce indirect effect mechanism on tourism through the internal reference price. Although the conduction mechanism is not obvious, the conduction effect should be focused in marketing.Based on the empirical results, Wuyi Mountain tourism scenic spot need learn to make good use of promotional price marking, and thus enhance the consumer’s willingness to travel. In this paper the theory development tourists in research fields is intended, the relationship framework model between price strategy and travel intention of scenic spots is built of scenic spot prices and price strategy and travel intention relationship, and the reasonable price strategy, operation model for tourists willingness is designed so as to promote the health and sustainable development of Wuyi Mountain scenic spots.