An Empirical Study On The Ticket Pricing Mechanism Of Natural Sightseeing Scenic Spots In Chongqing

As the important position of tourism economy has highlighted in the national economy,the development of tourist attraction,which is the core of the tourism economy,has gained a lot of attention.In recent years,the ticket price of domestic tourism scenic spots has risen “too often and too fast”,which has become a hot and difficult problem for both academic circles and public administration of the government.Natural tourism scenic spot,belonging to quasi-public goods,is non-competitive and partly exclusive because its core resources are natural resources.Therefore,its ticket pricing mechanism is complicated and it cannot be determined simply by market supply and demand.Instead,ticket pricing must be based on the comprehensive consideration of the interests of the scenic area and the public welfare,and the rational allocation of resources must be realized through the regulation of the government.Firstly,the paper analyzes the tourist attractions,ticket and club products,and clarifies the characteristics of natural tourism scenic spots and the economic attributes of the tickets.Relative to cultural relics,themes,entertainment,etc.,which are based on the artificial landscape scenic spots,natural tourism scenic spots are naturally monopolistic,public beneficial,ecological and external,so the tickets have the corresponding resources protection function,economic function and social function,based on which the paper explains that the ticket pricing of natural tourism scenic spots should be based on public goods pricing theory,utility value theory and ecological compensation theory.This paper analyzes the cost and profit of the scenic spots,tourists' willingness to pay and government regulation effect on the price tickets.Also,it evaluates and analyzes the traditional pricing methods such as marginal cost pricing method,the average cost pricing method,profit maximization pricing method,and conditional value method from the perspective of tourists.Based on the integrated use of average cost pricing method and conditional value method,the paper also proposes some basic thoughts of ticket pricing based on government regulation pricing and analyzes the fair rate of return regulation model and the method of price cap regulation model.The empirical research section of this paper selects Wulong karst tourist area in Chongqing as the investigation object.By interviewing the staff of Wulong District Development and Reform Commission,the staff of Wulong karst tourism(group)co.,LTD,and using SPSS software,the paper measures tourists' willingness to pay and analyzes the similarities and differences between the scenic spot pricing mechanism in practice and the ideal pricing mechanism.Then the paper finds out the existing problems,including lack of public welfare and resource protection goals,lack of full consideration of the influence of tourists on the price of tickets,and non-implementation of the effective regulation price.The main reason for the problem is that the development of the scenic spot relies heavily on the ticket revenue,some indicators are too difficult to measure,and the government's price regulation is under much pressure.Finally,the paper puts forward some corresponding policy suggestions,including comprehensive grasp of the multiple target of the development of the scenic area,establishing specialized team pricing indicators monitoring,improving and implementing government regulation of the relevant laws and regulations,and scientific implementation of flexible pricing strategy.The main innovation of this paper is to improve the pricing mechanism of natural tourism scenic spots based on government regulation.The following conclusions are mainly drawn through this research.Firstly,ticket pricing of the natural sightseeing tourist scenic spot should not only consider the scenic spot interest,but also comprehensively weigh scenic resources protection,public welfare and so on.Secondly,the willingness of tourists to pay is an important factor influencing the pricing of scenic spots,and the right of public participation in pricing should be fully guaranteed.Thirdly,the government should strengthen regulation on ticket pricing in scenic spots by means of fair return regulation and cap regulation and set the ticket price of the scenic spot according to the travel rules of tourists.