發(fā)布時間：2018-02-06 02:50

  本文關(guān)鍵詞： 旅游景區(qū)門票 利益相關(guān)者 行為意向 選項(xiàng)框架 價(jià)格折扣 選購滿意度　出處：《湖南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：“鳳凰古城進(jìn)城收費(fèi)”事件再次引發(fā)了社會各界對景區(qū)門票價(jià)格制定的關(guān)注。旅游景區(qū)是準(zhǔn)公共物品，定價(jià)不合理不僅會引起多方利益主體間的矛盾和沖突，還會影響景區(qū)的可持續(xù)發(fā)展。景區(qū)門票價(jià)格調(diào)整時如何協(xié)調(diào)多方利益？旅游消費(fèi)者面對景區(qū)票價(jià)會如何反應(yīng)？景區(qū)門票如何制定，才能滿足旅游者自由選擇權(quán)利和經(jīng)營管理者的利益目標(biāo)以平衡多方利益訴求？探討上述問題對于旅游景區(qū)門票管理的理論研究和實(shí)際經(jīng)營具有重要的理論意義和實(shí)踐價(jià)值。 本文以“鳳凰古城進(jìn)城收費(fèi)”事件為線索，采用案例研究方法，分析了景區(qū)票價(jià)調(diào)整對古城政府、景區(qū)經(jīng)營者、古城居民、旅游者、旅游企業(yè)五個利益相關(guān)者的影響；在此基礎(chǔ)上，通過網(wǎng)絡(luò)平臺收集了旅游者對“鳳凰古城進(jìn)城收費(fèi)”的網(wǎng)絡(luò)評論和調(diào)查數(shù)據(jù)，運(yùn)用扎根研究方法，構(gòu)建出景區(qū)票價(jià)調(diào)整對旅游者行為意向的影響模型；進(jìn)一步探討了“加式選項(xiàng)框架（+OF）”和“減式選項(xiàng)框架（-OF）”兩種定價(jià)策略，采用實(shí)驗(yàn)方法，考慮價(jià)格促銷，驗(yàn)證定價(jià)策略對旅游者購買意向和選購滿意度的影響。 研究結(jié)果表明：景區(qū)核心利益相關(guān)者利益訴求復(fù)雜，利益主體間相互制約相互促進(jìn)，旅游者、景區(qū)經(jīng)營者和景區(qū)管理者三方經(jīng)過多次動態(tài)博弈，最終達(dá)到均衡狀態(tài)；面對景區(qū)門票價(jià)格調(diào)整，旅游者的行為意向符合“認(rèn)知—情感—行為”的心理機(jī)制，，其發(fā)展過程中，旅游者的刻板印象、認(rèn)知偏見、旅游偏好等會對最終的決策結(jié)果發(fā)揮關(guān)鍵作用；為解決景區(qū)一票制產(chǎn)生的負(fù)面影響，采用減式選項(xiàng)框架制定景區(qū)門票，旅游者選擇購買完整型旅游景區(qū)門票的意愿更高。而考慮到價(jià)格促銷時，這種差異會被削弱，旅游者購買完整型景區(qū)門票的意愿差異不明顯，且選購滿意度不存在顯著差異。
[Abstract]:The event of "Phoenix Ancient City charging in cities" has once again aroused the attention of all sectors of the society to the pricing of tickets in scenic spots. Tourist spots are quasi-public goods, and unreasonable pricing will not only cause contradictions and conflicts among various stakeholders. It will also affect the sustainable development of scenic spots. How to coordinate the various interests when the ticket price is adjusted? How will the tourist consumers react to the ticket price of the scenic spot? How to make the tickets in order to meet the tourists' right to choose freely and the interests of the managers to balance the interests of the various demands? It is of great theoretical significance and practical value to discuss the above problems for the theoretical research and practical management of ticket management in tourist attractions. Based on the case study of the event of "Phoenix Ancient City charging into the City", this paper analyzes the adjustment of scenic area ticket price to the ancient city government, scenic area operators, ancient city residents, tourists. The influence of five stakeholders of tourism enterprises; On this basis, through the network platform to collect tourists to "Phoenix ancient city city charges" network review and survey data, using the method of rooted research. Construct the influence model of tourist's behavior intention that the fare adjustment of scenic spot; This paper further discusses the two pricing strategies of "additive option framework" and "subtractive option framework", and adopts the experimental method to consider price promotion. Verify the effect of pricing strategy on tourists' purchase intention and satisfaction. The results show that: the interests of the core stakeholders in scenic spots are complex, the interests of the main body of mutual constraints and mutual promotion, tourists, scenic area operators and scenic area managers after a number of dynamic games. Finally, the equilibrium state is reached; In the face of ticket price adjustment, tourists' behavior intention accords with the psychological mechanism of "cognitive-affective behavior". In the process of its development, tourists' stereotype and cognitive prejudice. Tourism preference will play a key role in the final decision; In order to solve the negative impact of the "one vote" system in scenic spots, using the subtractive option framework to make tickets for scenic spots, tourists are more willing to choose to buy the full type of scenic spots tickets, while considering the price promotion. This difference will be weakened, tourists' willingness to buy complete scenic area tickets is not obvious, and there is no significant difference in satisfaction.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.6;F713.55

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