The Research On The Influence Of Tourism Scenic Spots Ticket Price Adjustment To Tourists Behavior

The event of “phoenix-county charge for go inside” gets the whole attention fromall sectors of the community to scenic spot ticket prices once again. The touristattractions are quasi-public goods, which is bound to cause the contradictions andconflicts among the multi-stakeholders if the prices are unreasonable, furthermore, itwill affect the sustainable development of the scenic spot s. How to coordinate thevarious stakeholders’ interests when the scenic spot s ticket price adjustment? Whenfacing the price change, what will happen to tourism consumers’ reaction? In order tomeet the tourists’ flexibility need to choose for travel, but also to meet the economicbenefits need of the scenic managers, and jointly to balance the scenic stakeholdersinterest demands, how to set out the scenic spots tickets? Therefore, it has an importanttheoretical significance and practical value for tourism scenic spots ticket managementon the theory research and practical operation when discussing the above issues.Based on the clue of “phoenix-county charge for go inside” event, this paper usesthe case study to analyze the impact of scenic spots price adjustment on the territorialgovernment, scenic spots managers, community resident s, tourists and tourismenterprise s that five main stakeholders. On this basis, the study collects the tourists’comment data on “phoenix-county charge for go inside” from network platform, andsets up a model of the influence mechanism on tourists behavior al intention to scenicspots price adjustment through the grounded theory. Furthermore, this paper discussesthe “additive option framing (+OF)” and “subtractive option framing (-OF)” the twopricing strateg ies through the experimental method, and considers the variable of pricepromotion to examine the impact of pricing strateg ies on tourists purchase intentionand purchase satisfaction.The results show that: the scenic spot s core stakeholder s’ interests demands arecomplex, there exists mutual restriction and mutual promotion among them, tourists,scenic managers and territorial government this three subjects will finally achieve thebalanced state through dynamic gambling; when the scenic prices change, the travelbehavior al intention is in accordance with the psychological mechanism of "cognition,emotion, behavior", tourists’ stereotypes, cognitive biases and travel preference worktogether to play as a critical role in the formation progress of travel behavioralintention; in order to solve the negative influences of integrated ticketing on torists, when set up the scenic spots tickets through the method of subtractive option framing,tourist s will have a higher willingness to purchase the complete scenic spots tickets,while considering the price promotion, the difference will be weakened, tourist swillingness to purchase the complete scenic spots tickets between the two pricingstrategies is not obvious, the tourists’ purchase satisfaction between the two ways isnot significant as well.