Study On The Economics Analysis Of Tourism Yearly Ticket

In recent years, as a new marketing model, the tourism yearly ticket is developing rapidly all around the county. Its publication getting away from the traditional model makes tourism spots'marketing more efficient and market-oriented. However, at present, whether domestic or foreign, most studies of the tourism yearly ticket are just staying at the level of the phenomenon description on the surface, not rising to the height of analyzing the existence conditions of this phenomenon. This thesis explored the essence of the phenomenon from the perspective of economic theory, and then built a whole evaluation effectiveness model system of the tourism yearly ticket system, which is based on the analysis of different stakeholders. Specific analysis procedure is followed:firstly from the bundling economic theory, the real term of yearly ticket was explained; secondly by using stakeholder's theory, the main stakeholders were divided from macro perspective of the tourism market and micro perspective of the company operation; thirdly an analysis system model were established, based on the analysis of these different stakeholders from the different two levels, with the tools of cost-benefit analysis and ordinal utility theory; at last, the case of Hunan tourism yearly ticket was researched in order to find the market conditions of effectiveness. Through the economic analysis on tourism yearly ticket, three models were built:the effectiveness model of tourism yearly ticket market, publishers'cost-benefit model and the contradistinction model of positive and negative effects on joining firms. By investigating the tourists' evaluation on the scenic spots, and bring the results into the effectiveness model, it will be known to all that whether the yearly ticket runs effectively or not. When considering the case of Hunan, the final results were:the yearly ticket, published in Hunan Province, is approved by the market, and its effectiveness condition is that the sales quantity is more over 1,155,600. And from the researches on the analysis of publishers' cost-benefit model and the contradistinction model of positive and negative effects on joining firms, the conclusion turns out:the economic profit of publisher equals zero, while its accounting profit was beyond the number of zero, in other words, the publisher seized the opportunity cost of the funds and time they had spent on before; as for the joining firms, they would receive more profits after the publication of yearly ticket, if only they could maintain their business. Therefore, the publication of yearly ticket, in some ways, will bring certain benefits for its stakeholders. Finally, some forward-looking proposals were mentioned in the thesis, and they became the base of the further study.