Study On Visitors’ Willingness To Pay For The Entrance Fee Of Scenic Spot And Its Relationship With The Ifluencing Factors

In recent years, the constantly rising of major scenic spots’s entrance fee has causedstrong resentment among tourists, and also atrracted lots of attention from the academic area.This essay tried to analyze the attitude of visitors to the rising ticket prices from the point ofview of willingness to pay(WTP), to explore the main factors that influence and the impactpath. The outcomes may probably make two contributions in theory. On the one hand, enrichthe contents and perspectives of domestic scenic spot entrance fee research, on the other hand,deepen the application of customer behavior theory in the field of tourism research. As forpractice, rational proposals would be put forward to help the scenic spots’ managers to makemore well use of entrance fee, and make it a feasible and effective way.By the logical thinking of rising, analyze, and then solve questions, some research stepswere taken as follow: Frstly, make out the line of visitors’ WTP for the rising entrance fee.Secondly, do some literature review to make sure of the connotation of WTP, find out whatfactors will affect, and refine the relationships to build a theoretical model. Thirdly, sorted outthe measuring terms of all factors and design the original questionnaire, and then amendmentit through expert interviews and pre-research. Fourthly, implemented a formal investigation inGuLangYu, XiaMen. Fifthly, carried out the basic statistical analysis, factor analysis, and thestructural equation modeling analysis by the use of statistical software such as SPSS andAMOS. Finally, the research found out some main variables that influence tourists’ WTP suchas price fairness perception(PPF), perceived value(PV), and satisfaction(CS), and there arethree significant influence paths: the PPF has direct impact on the WTP, the PV mediates therelationship between PPF and WTP, and PPF, PV and CS will influence WTP together.According to the conclusions, some countermeasures had been given, such as carry outreasonable and differentiated entrance fee policies, shape a good image, public and refined theuse of premium income from tickets, enhance the overall level of service, focus on improvingthe tourists emotional and social value perception and satisfaction.