Research On The Pricing Strategy Of Tourism Public Transport Based On Behavioral Economics

In recent years,with the rapid development of the domestic tourism market,the steady development of the entry-exit market and the supply side structural reform have achieved remarkable results.The number of domestic tourists is increasing at an annual growth rate of about 15%,among which self driving travel accounts for about 60% of the total number of tourists.The vigorous development of self driving travel market has brought problems such as parking difficulties,traffic congestion and environmental pollution.From the perspective of tourism,the traffic pollution caused by self driving travel is not conducive to the sustainable development of scenic spots.In order to solve the problems of car parking,serious pollution and sustainable development of scenic spots,it is necessary to develop tourism public transportation.At the same time,reasonable and scientific ticket price of tourism public transport become an important factor to develop tourism public transport and improve the sustainable development of tourism public transport.But the related theoretical research on tourism public transport is insufficient,and the research on tourism public transport fare is even rarer,it is necessary to conduct in-depth discussion and Research on the formulation of tourism public transport fare.First of all,this paper briefly describes the definition of the concept of tourism public transport,roughly describes the current situation of the implementation of tourism public transport in China,makes a comprehensive and systematic understanding of tourism public transport,and lays a theoretical foundation for the pricing of tourism public transport.Next,this paper summarizes the current public transport pricing methods and explains the advantages and disadvantages of each method,and finds that the use of general urban public transport pricing methods is certain limitations on tourism public transport pricing.The tourism public transport is aim at tourists,and base on the analysis of tourists' psychological characteristics.Finally,based on the current public transport pricing method,we propose to study the rationality of tourist public transport fare setting by using behavioral economics.In the research process,considering the travel cost of tourists,the travel cost of tourists' cars in normal times with the use cost of cars,the travel time cost of cars,the traffic congestion cost of cars and the traffic accident cost of cars as the influencing factors,so we use the value function and the weight function in the prospect theory to establish the lowest travel ticket based on the prospect theory Price model.At the same time,the value function of psychological account theory is used to establish the maximum ticket price model of tourism public transportation based on psychological account theory.For the rationality of ticket price,this paper uses price elasticity coefficient to measure whether the ticket price is reasonable.Taking the Shili Gallery in Yangshuo County as an example,through the questionnaire,the SPSS22.0 was used to perform two binomial logit regressions on the questionnaire results,and the main factors affecting the tourist bus fare were obtained.The tourism bus pricing model was established to calculate the tourism in Yangshuo County.Bus fare range.Finally,combined with the tourism bus pricing model,formulate tourism bus pricing strategies.Including the design and operation plan of tourist bus,combined with the main factors affecting the price of tourist bus,it puts forward some scientific and reasonable suggestions for the development of tourist bus in Shili Gallery of Yangshuo.This paper provides a new idea and method for the formulation of tourist bus fare,provides a theoretical basis for the formulation of tourist bus fare in scenic spots,and has important practical significance for the sustainable development of tourist bus.