A Study On The Ticket Pricing Theory Of World Heritage Areas

As public goods, World heritages are owned by the public. However, in China, recently many operators of world heritage areas have been sharply increasing the ticket price in the name of preservation. On the basis of China's current situation and the nature of world heritages, this thesis firstly reviews related theories on the pricing model of world heritage areas by learning from the concepts and experience of other countries. Then it summarizes the advantages and disadvantages of social average cost pricing model and social marginal cost pricing model and makes some amendments accordingly. Finally, it suggests 'k' pricing model as a new approach to ticket pricing.