旅游景区类企业盈利模式研究

发布时间：2018-05-02 16:25

本文选题：盈利模式 + 景区类企业　；参考：《华北理工大学》2015年硕士论文

【摘要】：我国的旅游产业正呈现出一种日新月异的发展趋势;旅游市场的客户需求由传统的观光旅游转变为更加注重体验价值实现的休闲度假旅游;《旅游法》为首的一系列政策法规给予了旅游行业更多的规范和引导。因此,景区类企业长久以来赖以生存的“门票”盈利已经不适宜当今的旅游市场环境。我国景区盈利模式的演变经历了传统阶段、成长阶段和当今的“产业链盈利模式”阶段,突破了景区类企业传统盈利点的局限性。目前,我国以上市公司为首的景区类企业正呈现出一种利润来源产业链化的发展趋势,但大多数景区仍然难逃单一“门票盈利”模式的束缚。本文从理论支撑、内涵解读、到模型构建、实证分析几个环节对景区的“产业链盈利模式”进行完整而科学的系统性分析,论述了“产业链盈利”的适用性和“门票盈利”的局限性,一定程度上填补了该项研究领域的缺憾,并为景区类企业优化盈利模式提出合理性建议。首先,本文系统地论述了国内外学者关于盈利模式的内涵和旅游景区盈利模式的研究成果,详解价值链理论、生命周期理论和公共产品理论作为本文研究的理论支撑;然后,对景区类企业盈利模式的发展历程及特点进行概括总结,并构建“产业链盈利模式”的研究模型;最后选取9家景区类上市公司4年的数据作为样本,实证分析了“产业链盈利模式”的三大组成:门票类核心业务盈利、餐饮住宿等服务类业务盈利、相关产业的增值类业务盈利对企业盈利质量的影响。实证结果显示,“产业链盈利模式”三类业务的盈利能力对盈利质量均具有显著的正向影响;虽然当前阶段门票类核心业务的盈利能力仍然对景区类企业盈利质量的影响最大,但服务类业务对盈利质量的影响仅仅略低于此,增值类业务次之。基于“门票盈利”的局限性,本文从重点发展基础服务类业务,优化发展核心业务、兼顾开展增值业务的几个方面提出合理化建议。
[Abstract]:The tourism industry of our country is showing a trend of development with each passing day. The customer demand of tourism market has changed from traditional sightseeing tourism to leisure vacation tourism which pays more attention to the realization of experience value, and a series of policies and regulations headed by "Tourism Law" have given more norms and guidance to the tourism industry. Therefore, the profit of scenic spot enterprises has been unsuitable for today's tourism market. The evolution of the profit model of scenic spots in our country has experienced the traditional stage, the growth stage and the stage of "industry chain profit mode", which breaks through the limitation of the traditional profit point of scenic spot enterprises. At present, the scenic spot enterprises headed by listed companies in our country are showing a trend of profit source industry chain, but most scenic spots are still bound by the single "ticket profit" model. In this paper, from theoretical support, connotation interpretation, to model construction, empirical analysis of several links of the "industrial chain profit model" of the scenic spot for a complete and scientific systematic analysis, This paper discusses the applicability of "industry chain profit" and the limitation of "ticket profit", which to some extent fills up the shortcoming of this research field, and puts forward some reasonable suggestions for the scenic spot enterprise to optimize the profit model. First of all, this paper systematically discusses the connotation of the profit model and the research results of the profit model of tourist attractions, and explains the value chain theory, life cycle theory and public product theory as the theoretical support of this paper. This paper summarizes the development process and characteristics of the profit model of scenic spot enterprises, and constructs the research model of "profit model of industrial chain". Finally, the data of 9 listed companies in scenic spots are selected as samples. This paper empirically analyzes the three major components of the "industry chain profit model": the profit of the core business of ticket, the profit of the service business such as catering and lodging, and the influence of the profit of the value-added business of the related industry on the profit quality of the enterprise. The empirical results show that the profitability of the three types of business in the "industry chain profit model" has a significant positive impact on the profit quality, although the profitability of the core business of ticket type still has the greatest impact on the profit quality of the scenic enterprises at the present stage. But the effect of service business on profit quality is only slightly lower than that of value-added business. Based on the limitation of "ticket profit", this paper puts forward some reasonable suggestions from the following aspects: developing the basic service business, optimizing the development of the core business and taking into account the development of value-added business.
【学位授予单位】：华北理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.6

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