| The tourism in our country has been greatly developed and has got marvelous achievements during twenty years. Zhangjiajie City as the head of the tourism industry in Hunan Province, whose development is more outstanding. Especially, after the establishment of the City, Zhangjiajie City has been sharply changed, he has not only been listed in the World Heritage List compiled by the UNESCO, but also with his higher and higher fame he has become one of the hottest resorts in our country . The mass of tourism and its income increased obviously, however the profits of the tourism enterprises did not increase in pace with them but decrease. Now many tourism enterprises have been caught in deficit, which doesn' t correspond to the flourishing tourism. I think that one of the most important factors is the price problem of tourism market. Because it is not difficult to run a tourism enterprise, many people join in the market of tourism industry during short time, especially in Zhangjiajie City, which results in such situation that supplement is more than need. At the same time, the manage system is not good, the runners don' t have high quality, and there are no enough theories to decide prices. Because of those reasons above all, many runners of tourism enterprises fight against with one another by the prices of the market, which brings a series of problems to our market. It is very significant that we carefully analyse and study the most sensitive problem. In this paper, at first, I probe into the concept of tourism market, its price and its formation by narrating, inserting pictures and tables. Then, I sum up the basic functions of tourism price, the aims of tourism pricing, the factors of affecting tourism pricing, the development and the achievements of the theory researches about the price in the world and in our country, the problems in the researches. Secondly, in the body of the paper, I talk about the present situation of the researches on tourism market, that is to say, the differences between the traditional tourism market and the modern tourism market. No doubt there are some problems in the researches, they are: (1) the definition of ecotourism is not clear; (2) statistical standards are different; (3) people lack in studying of the ecotourism of new and developing tourism activity. Based on those above all, I analyse in detail the tickets of the scenic spots, the prices of the hotels, the travel services and the tourism buses in Zhangjiajie City' s tourism market by using the methods of average, ratio and real number; and respectively compare them with their comparative objects. As a result a half of the enterprises are loss. Among them, the whole industry of hotels is loss, the amount of the loss is 9.5187 million yuan, its percent is 11. 11%; the whole industtry of travel services is also loss , its loss is 551. 8855thousand yuan, its percent is 0. 24%; the price of tourism buses is lower. Although there are profits in the price of the park' s ticket, the main factor is that there is no the cost of labor in its ecotourism resources. Obviously the prices of the tourism market in Zhangjiajie are partial low. In the conclusion and discussion, I summarize that the features of the prices in the tourism market and some side effects brought by its partial low prices. Then, I conclude that the price in Zhangjiajie' s tourism market should be placed on a rational position by establishing the signs of rational price, the position of pricing aims, the position of the whole image of tourism products, the position of price policy, and the position of the marketing stratagem. At the same time, I suggest that in order to establish a good tourism market in which we can carry out the rational prices, we should do such things as: (1) to limit the over-competing, to promote the effective competing;(2) to raise the ability in managing to get rid of the defects in managing;(3) to improve the theory researches about tourism price. |
PDF Full Text Request