Research On Ticket Pricing Of Heritage Tourism Scenic Spot In China

In recent years, the prices of heritage-oriented tourism attractions have rocketed, which has attracted attention from all sides of our society. Heritage-oriented tourism resources are rare and irreplaceable wealth of human beings. Since their extreme scarcity, the unique attraction for tourists can hardly be replaced by other tourism resources. For this reason, many local governments have put over-emphasis on economic benefits brought from tickets and overlooked the development of other tourism-related industries when they manage the heritage-oriented tourism attractions. The increasing price of many attractions cause a part of the tourists stay away from them, which has gradually changed the nature of heritage-oriented tourism resources. The high ticket prices substantially harm the public interest, and go against the transformation and upgrading of tourism-industry.Basing on the study of China’s heritage tourism resources property right system and pricing mechanism, the existing high price is not reasonable, and the fundamental reason of the unfair is lack of a scientific system arrangement. At present, while the country is the owner of heritage scenic spots, local government own management rights and the right to operate. The local government transfers the operating right by charging the contractor. Then the contractor monopoly price for the tickets, and eventually formed a high price. Using the public resources to capture monopoly profits for themselves lacks legal support. In addition, the local government emphasis economic benefits and ignores the development of other tourism related industries in the management of heritage attractions.This article think, establishing a set of scientific management system is the key to change unreasonable high price. Firstly, we should change the decentralized and multiple management modes to centralization management mode. Secondly, accelerating the legislation of heritage-oriented tourism attractions and determining the management right boundary between different agencies. Thirdly, establishing a set of scientific pricing mechanisms could directly lower ticket prices. Finally, the improvements in the methods of charging could enhance the efficiency of the allocation of scarce resources.