Tourist Destination Scenic Spot Pricing Signs: Theoretical Model Building And Its Explanation

Semiotic Tourist Area is the symbolic signs of Tourism Destination, soits’price making usually to be the key factors of the Tourism Destinationsmarket competition.This paper is focus on three sections of the price making of SemioticTourist Area: Basic Theory, Model Construction and Case Analysis.At the description of basic theory stage, we use the query of literature,graphic analysis to definite the primary connotation of pricing of SemioticTourist Area. We compare the attribute of Semiotic Tourist Area with that ofthe general Tourist Area, then abstract the special value of the SemioticTourist Area, such as the symbolic value, social value and affiliated value,according to this, we construct the pricing model of Semiotic Tourist Area.At the pricing model construction stage, we use the economic theoryabout price and value, and then through the analysis of the symbolic value,social value and affiliated value to hackle the basis of pricing model. In thissection, we construct four kinds of pricing model of Semiotic Tourist Area,including pure public value model, quasi-public value model, standard valueof general tourist area and comprehensive value model. We get the influenceDegree of Spillover Value of Semiotic Tourist Area by means of factoranalysis and fuzzy mathematics. Through the analysis of elasticity factorwhich influence the pricing model of Semiotic Tourist Area, we can correctlyconfirm which kind of pricing model the Semiotic Tourist Area should choose,andthento make the Semiotic Tourist Area’s price scientifically and objectively.At the stage of model verification, take the Semiotic Tourist Area ofGuangzhou Tourism Destination: Guangzhou Tower and White CloudMountain as study cases. With the method of scheme designing, interviewing,data processing and model test, we get the theory basis to confirm thatGuangzhou Tower should use the quasi-public value model to make price, andWhit Cloud Mountain should use the pure public value to make the priceitself.