【摘要】：近幾年國內(nèi)各大景區(qū)門票屢屢漲價，引起了民眾的強(qiáng)烈不滿，關(guān)于景區(qū)門票價格的研究也成為了旅游學(xué)界熱點(diǎn)。筆者在借鑒國內(nèi)外相關(guān)研究的基礎(chǔ)上，嘗試從支付意愿的角度來分析游客對門票漲價行為的態(tài)度，探索影響門票價格支付意愿的主要因素及其影響路徑。理論上豐富了國內(nèi)學(xué)者對景區(qū)門票價格研究的內(nèi)容和視角，實(shí)踐上則為景區(qū)門票價格制定和經(jīng)營管理提出切實(shí)可行的建議。 本研究按照提出問題、分析問題、解決問題的邏輯思路進(jìn)行：先由門票漲價現(xiàn)象引發(fā)思考游客對門票的支付意愿；再在文獻(xiàn)分析和理論綜述基礎(chǔ)上，明確支付意愿內(nèi)涵，提煉影響支付意愿的變量及關(guān)系，構(gòu)建理論模型；接著，整理出各變量測量條款并設(shè)計問卷，通過專家訪談和預(yù)調(diào)研等修正問卷；然后，，選取廈門鼓浪嶼景區(qū)實(shí)施正式調(diào)研，運(yùn)用SPSS和AMOS等統(tǒng)計軟件對所收集的數(shù)據(jù)進(jìn)行基本統(tǒng)計分析、因子分析、結(jié)構(gòu)方程模型分析等；最后，本研究得出影響游客門票支付意愿的主要變量有價格公平感知、感知價值、滿意度，并存在三條顯著的影響路徑；最終，筆者依據(jù)研究結(jié)論提出了若干對策用于提高游客景區(qū)門票價格支付意愿，即采取合理的門票差異化政策、塑造良好景區(qū)形象、公開細(xì)化景區(qū)溢價收益去向、提升旅游六大要素整體服務(wù)水平、注重提升游客情感及社會價值感知、實(shí)行游客滿意度管理等。
[Abstract]:In recent years, the ticket price increases frequently in various scenic spots in China, which has aroused the strong dissatisfaction of the public, and the research on the ticket price of scenic spots has also become a hot spot in tourism circles. On the basis of domestic and foreign relevant research, the author tries to analyze the attitude of tourists to ticket price increase from the perspective of willingness to pay, and to explore the main factors affecting the willingness to pay ticket price and its influence path. Theoretically, it enriches the content and perspective of domestic scholars' research on the ticket price of scenic spots, and puts forward practical suggestions for the establishment and management of scenic spot ticket prices in practice. This study is carried out according to the logical thinking of raising questions, analyzing problems and solving problems: first, the phenomenon of ticket price increases causes consideration of tourists' willingness to pay for tickets; then, on the basis of literature analysis and theoretical review, the connotation of willingness to pay is clear. Refining the variables and relationships that affect the willingness to pay, constructing a theoretical model; then, sorting out the terms of variable measurement and designing a questionnaire, through expert interviews and pre-investigation and other revised questionnaires; then, select Xiamen Gulangyu scenic spot to carry out formal investigation. The basic statistical analysis, factor analysis and structural equation model analysis of the collected data are carried out by using SPSS and AMOS. Finally, the main variables that affect the willingness of tourists to pay tickets are price fairness perception, perceived value, etc. Finally, according to the conclusion of the study, the author puts forward some countermeasures to improve the willingness to pay the ticket price of tourist attractions, that is, to adopt a reasonable policy of ticket differentiation, and to create a good image of scenic spots. Public refinement of the proceeds of scenic premium, enhance the overall service level of the six major elements of tourism, pay attention to enhance the feelings of tourists and social value perception, the implementation of tourist satisfaction management and so on.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7

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本文編號：2219039