| With the arrival of the tourist season, tickets of several domestic scenic were increased at April2013, the highest rise as high as167%. Fenghuang city rose from0to148Yuan aroused great concern. Over the past decade, even though government put forward several policies to limit the rise, ticket prices of some scenic continue to rise. As the common heritage of the people and possession of "outstanding universal value" wealth, scenic area of heritage is a social welfare nature of public goods shared by all people. But the managers of heritage scenic increased the price in a large scope to claim that it is for protecting scenic. It has aroused strong controversy. What are the tourism market response to deal with tickets to rise, whether the number of tourists is reducing along with ticket prices, how much is their biggest price tolerance, what changes these tickets caused in the market. These are still open questions to be solved.In this paper, price theory combined with the economics principle research on the reaction of the market when the world heritage scenic ticket prices rise. It enriches and develops tourism economics research and has important theoretical significance. From a practical perspective, the ticket price of heritage scenic area is directly related to the vital interests of each person. The level of its reasonable price affects the availability and fairness of heritage resources, thereby affecting people’s ability to bear the cost of tickets and the availability of heritage resources. Unreasonable scenic ticket prices are one of main obstacles of overall social and economic health. Visitors characterized by fundamental analysis of its impact on the price level of tolerance for the tickets reasonable business decision to develop and scenic provide some theoretical basis.Fenghuang city has just begun selling tickets at148Yuan rather than free. It is a great chance to collect data from people who visit Fenghuang city for free or paid. Socio-economic background and willing to pay the maximum of tourists have been collected. Through regression analysis tourists scenic price tolerance range, and calculate the different tourist scenic spot ticket prices tolerance.It concluded as follows:(a) the main characteristics of visitors to the Fenghuang city are educated young. The largest proportion of corporate staff (30%) followed by students (24%).Middle income and below (5,000Yuan) accounted for most of the visitors (87%). Tourists mainly for relaxation motivation (86%), mainly as a natural tourist travel preferences (57%) and historical monuments (35%), mainly for truly culture of this ancient city (76%). Most of the tourists choose to personally travel and live in a hotel within the city, accounting for all visitors50%. The amount spent more evenly distributed, ranging from300Yuan to3,000or more. Ticket price increases have greatly influenced on tourist’s occupation, tourist revenue, the amount of travel and consumption.(b) Price tolerance of all respondents was71.52Yuan. Price tolerance of respondents who visit the city for free is52Yuan. Price tolerance of respondents who visit the city for paid is111.44Yuan. If the area of environmental and management level has improved, the price tolerance will turn into100.27Yuan.(c) The significant variable affecting the price tolerance is student, tourist preferences and understanding of Fenghuang city. Sex, travel motivation, and people who considered tickets reasonable have a more significant impact on willing to pay for the tickets.This paper is divided into five sections:The first part is an introduction part. It put forward the proposition about the current situation that tickets keep raising. It has determined the scope and content of research, describes the significance of innovation and inadequate.The second part is a review. Research status of ticket prices and prices tolerance of domestic and foreign heritage scenic area has been made, aimed to draw on and enrich previous theoretical results.The third part is the estate of the scenic area overview and study design. Firstly, the concept and price status of heritage scenic area have been defined, followed by specific research’paper presented an overview of the object and the ancient city of Phoenix ticket changes, this study concludes questionnaire design, survey methods and analytical methods.The fourth part is the statistical analysis. Relevant data has been analyzed using SPSS18.0. It contains ticket prices for tourists’ demographic characteristics, psychological characteristics and behavioral characteristics of the impact analysis, calculation of price tolerance of tourists; visitors feature its price tolerance of deviation analysis.The fifth part is the conclusion, the conclusions, research limitations and research prospects of the study have been elaborated. |
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