Tourism Scenic Spot Ticket Pricing Research In China

With China’s rapid economic development, especially in the tertiary industry’s share of GDP rising, China’s economic growth pattern and economic growth focus is also changing. Tourism becomes a leisure and entertainment way among more and more people. According to the Ministry of Construction December18,2007the latest statistics show that China’s total area of scenic nearly110,000square kilometers, accounting for1.13％of land area. It is still difficult to slow down the passion in the development of tourism resources around the country, from the country’s major policies to provincial industrial development plan; the tourism industry has become the focus of all levels of government. In recent years, two trends showing the development of tourist attractions, the development of new tourist attractions and scenic spots to market and re-planning of the original one. These two trends have brought the same question, the pricing of tickets.Based on analysis of the current ticket pricing situation among China’s tourist attractions, we abstract three objectives of scenic ticket pricing, the optimal profit, ecological optimum load and social welfare. We use mathematical economics model to research three different pricing objectives, and get optimal pricing method finally. Maximum tickets revenue pricing, the ticket price is higher than industry profits maximum’s, the total profits of is lower than the industry profits maximum’s. Ecological carrying pricing, if the number of visitors is lower than the industry profits maximum’s, It need third-party compensation, otherwise scenic departure from the self-interest will not take the initiative to control the number of visitors.Social welfare optimal pricing,if differentiation of visitor’s utility and price is less than1,Social utility and prices are positively correlated, otherwise negative related. Take West Lake as a case, we can combine three single goals and make dynamic studies on Multi-objective pricing mechanism. Study found that three goals is a process of dynamic combination, and this pricing choice has close relationship with external environment.Traditional pricing methods can not effectively reflect the special pricing properties,such as tourist attractions,ticket pricing is a systemic problem that requires a systematic approach to solution. Based on the complexity of the scenic spots,build the ISM model to set up system hierarchical graph, draw a causal diagram, and the eventual establishment a system dynamics model based on a causal relationship between the influencing factors. Parameter settings in the simulation process of the ticket price of the tourist attractions, is reference from economic data of Xi’an, system simulation model was setting as a4A level scenic spots set at2010. Simulation results show that the cost fares is declining, accept fare showing a similar growth trends with income level, average fares decreased, while the market fare first raised and then decreased. The simulation results also show that the number of Tourists curve showed an increasing trend, and the number of visitors increased to a certain extent and then into a slow stage, so the number of Tourists was S-shaped trend growth.Finally, through the study of advanced and foreign management method, the conditional tourist attractions should change their management style into modern enterprise management, and using market-oriented pricing. Government should establish Institutional Constraints not administrative constraints. Tourist attractions should also with industrial linkage transforms maximum ticket revenue to maximum industry revenue, conformation joint development of the tourism industry.