Study On The Price Regulation Of Public Scenic Spots Entrance Fee

The price of domestic spots entrance fee has been rising since the 21st century."The most crowded and the highest price" has become characteristics of China's scenic spots.The government has issued a number of regulations and policies to curb price rising.However,the problem has not been fundamentally resolved.It seems to be a predicament.Regulation economics has developed rapidly after been introduced into China and it's application in the field of tourism provides a new perspective of theoretical analysis and a new way to solve the spots entrance fee predicament.In current research,the core issues of price regulation--how to set regulation price were always ignored or simplified because of qualitative methods mainly used.The purpose of this study is to draw on regulation economics theory to provide reference and specific operational suggestions for the government to implement effective price regulation to public scenic spots,and thus to crack spots entrance fee predicament.So as to implement government pricing and government guidance price to provide practical pricing tools,scientific methods and rigorous technical support to promote the price regulation from administrative means to the scientific means of change.Firstly,the necessity is discuss from three dimensions of economic,political and tourism ethics,and the causes and objectives of regulation are analyzed.Secondly,theoretical and empirical research are carried out around the core issues of that how to establish reasonable price level by using the scientific price regulation model.The theoretical research consists of two progressive levels,the choice of pricing rules and of regulation model;the empirical research consists of two parts,model improving,the parameters calculating and model applying to the model of FROR model and PCR model.Finally,the supporting measures are put forward.The main conclusions of this study are as follows:(1)There are three aspects dynamic factors of the public scenic spots price regulation:economy,politics and tourism ethics.It is considered that price regulation is not only a logical economical response to the "market failure" of public scenic spots,but also the political decision of the public service type government to safeguard the public interest,and the guarantee of human's tourism right and the necessity of international tourism ethics.(2)The goal of public scenic spots price regulation shows the multiplicity and diversity.The maximization of social welfare is taken as the overall goal,which is manifested in two aspects,the fair distribution of interests and the effective allocation of resources,and can be achieved through the operation of the four policy objectives.There are mutual influence and mutual restriction relationship between multiple objectives or even conflict with each other,that leading to policies making and model selection is to seek a reasonable equilibrium point between multiple targets.So,optimal price rules is difficult to be achieved.(3)The most realistic policy is average-cost pricing under the idea of a balanced budget.This study make a comparative analysis of three kinds of pricing rules with the social welfare as the standard.Marginal cost pricing rule is the best choice,and free/low price is its performance.However,under the influence of the welfare allocation mechanism and the cost compensation mechanism,the realization of theoretical optimal choice needs some subjective and objective conditions.Although the public scenic spots will eventually implement free/low price from the general trend,but the optimal pricing rule is still an obstacle for some subjective and objective factors from the current situation.Therefore taking into account local economic development,development stage,and categories of public scenic spots,the regulator should make scientific decision that impel differentiated price regulation policies and promote free price in advance.So,it is concluded that average-cost pricing under the idea of a balanced budget was the most realistic and prudent policy.(4)The choice of price regulation model of public scenic spots follows the path that form low incentive to high incentive.Under the budget balance,the essential difference between the optional models lies in the different cost incentive intensity(also called the efficiency incentive intensity),and regulatory models can not achieve all four regulatory objectives.When selecting the appropriate regulation model,regulators need to strike a balance between improving the efficiency of scenic spots and transferring rents to scenic spots,which will lead to the reduction of the incentive intensity of the regulation scheme.Combined with the current regulation practice and realistic constraint conditions,as well as their future trends,this study proposed taking the FROR Model as the realistic choice,which is low incentive intensity,and taking the PCR Model for the reform direction,which is high incentive intensity.(5)The main conclusions of the empirical research on FROR Model.This model regulation achieve balance on the social public interests and the operators interests through the reasonable price adjustment mechanism and price level.From perspective of regulators,the determination of the benchmark fair rate of return is the key to the model practice,and it can be determined by the real capital cost of the regulated industry.This study estimates the benchmark rate:6.50%-8.00%pre-tax and 6.00%-7.50%after tax;mean value is 7.32%-7.59%pre-tax and 6.40%-7.00%after tax.(6)The main conclusions of the empirical research on PCR Model.For the PCR model,considering the service quality and protection of tourism resources and environmental,the basic model is improved by adding the protective factor and service quality factor.In the model,the service quality factor is obtained by the tourist satisfaction;the evaluation index system of protective factor was constructed by using the method of Delphi and expert questionnaire,and the weight value of each index was determined by G1 weighting method.Finally,in order to verify the feasibility of the model,the improved PCR model was simulated by selected 5 public scenic spots in Jining City as the research samples.The results show that the model can be used as the basis for approving the price adjustment.The main innovative points of this research are reflected in four aspects:(1)This study has analyzed the price regulation cause of public scenic spots from the perspective of economy,politics and ethics,that has broken through the limitations of the previous research,which analysis only by "market failure".It could provide theoretical support for the implementation of the "government pricing or government guidance price" to public scenic spots.(2)This study has put forward the idea and path of the model selection of the price regulation.It contains two progressive levels.Firstly,in view of the benefits distribution mechanism and compensation mechanism of the cost,and based on the necessary subjective and objective condition for the implementation of marginal cost pricing rule,reach a conclusion that the average cost pricing rule under the balanced budget is the realistic choice.Furthermore,based on the analysis of the incentive balance mechanism and the realistic constraint conditions,this study puts forward that the choice of price regulation model of public scenic spots follows the path that form low incentive to high incentive.(3)This study has estimated the fair rate of return in the FROR Model.In the empirical research on the FROR Model,the fair rate of return was calculated through the data acquisition of the listed companies in the scenic spots.The results can not only support FROR Model regulation for the price madding of new scenic spot,but also can be used to price adjustment.(4)This study has improved the PRC Model by adding protective factors and service quality factors.For the PCR model,considering the service quality and protection of tourism resources,the basic model was improved by adding the protective factor and service quality factor firstly.And then the calculation method of protective factor was discussed emphatically,so the operability of the model is improved.