Study On Measurement And Influence Factors Of Willingness To Pay For The Tourist Areas’ Admission

With the popularity of tourism, more and more people participated in tourism activities. In order to meet the needs of the community, the national tourist areas are growing and updating, the ticket prices of tourist areas had the enormous changes in recent years. Ticket prices had been a subject of concern because it related to the tourists’ immediate interests; academia conducted a series of studies about ticket prices issue. This article focused on the tourist areas’ ticket prices and put tourists as the research object to expand research.Tourist areas’ ticket prices willingness to pay (WTP) related the development of scenic and the quality of visitors’experience, which can reflect tourists’ attitude and payment mentality truly. In this paper, regard WTP as a starting point to study the ticket prices of tourist areas, explored the influence factors of WTP based on the measurement of WTP, in order to grasp tourist areas tourists’ WTP of ticket price. On the basis of literature to determine the measurement methods and levels of WTP, and select the factors that may affect WTP to build the price evaluation model about tourist areas ticket price. This paper regard Xixi National Wetland Park as a case study, use questionnaire survey to obtain valid data, and thus measure the WTP to complete the theoretical model validation.This article from three levels which the lowest, best, highest to survey tourists’WTP of ticket price, using factor analysis, regression analysis and other methods to explore the factors that influence the WTP. The conclusions are following:Firstly, visitors had high acceptance to tourist areas’ticket prices that satisfactory in the majority, the WTP relatively high. But seen from the lowest paid, best paid, the mean and the mode were lower than the ticket prices. Indicates that the current ticket price was accepted by most tourists, but there are some differences with its best expectations price. The highest WTP consistent with the existing price showed that ticket prices are relatively satisfied, but also showed the current ticket prices limited the highest paid of tourists, most tourists want to pay less than the current ticket price.Secondly, factor analysis showed tourists’WTP was influenced by "values standard","tickets properties","tourism motivation", "facilities","image recognition", it validated pay judgments assumptions about "the process of travel experience and value perception". Tourists judge the ticket price WTP in accordance with scenic characteristics, tourism motivation and tourism experience, combined with their own moral. The "values " had the greatest contribution, indicated that tourists judged the value of the ticket according to their own experience, scenic environment and development, environmental ethics have an important impact on WTP; followed by "tickets properties" factor, tourists had more attention to discount tickets, the contribution rate and characteristic roots of "tourism motivation","facilities","image recognition" had and a smaller difference.Thirdly, the WTP value and regression analysis of each factor showed that "tickets properties" is the most important factor to affect tourists’ WTP, and had an important impact in the lowest, best, highest three indicators, tourists considerate ticket own property before make payments. The second factor of determining "minimum payment" is "image recognition" that visitors according to the level, location, reputation of tourist areas to judge payment value, followed by consideration "infrastructure services" level; but for the "best paid" tourists had more consideration about tourism quality, the performance is "infrastructure services", it had an important impact on WTP. Then considering "image recognition", there was great relationship between the best pay level and the quality of tourists’ experience. In "highest paid" level, tourists had no consideration about the quality of experience, tickets and image determines its WTP that tourists according to the scenic specific properties and level to determine their maximum WTP. The regression analysis of these three levels showed that WTP had obvious hierarchy; there was significantly different between each factor from low to high.Lastly, socio-economic indicators affect WTP limited. The survey data and related analysis of Xixi National Wetland Park showed that the socio-economic statistical indicators, such as gender, education level, occupation, etc., have no significant impact on WTP, and only residence have an impact on the minimum, optimum and maximum WTP, the local residents enjoy preferential tickets, their WTP is small, the tourists which come from distance have higher WTP. Age, income only had influence on the highest and lowest paid, but the correlation was not significant.