旅游目的地标志景区定价：理论模型构建及其解释

发布时间：2018-07-05 15:34

本文选题：标志景区 + 定价模型　；参考：《广州大学》2012年硕士论文

【摘要】：标志景区是旅游目的地的符号象征，标志景区定价是否合理往往成为决定旅游目的地市场竞争能否取胜的关键因素。论文主要对旅游目的地标志景区定价问题的基础理论、模型构建、案例解析三大部分进行了集中讨论。在基础理论阐述阶段运用文献查询、图示分析法来界定标志景区定价模型的初级内涵，，将标志景区与其他类型景区的属性进行比较，提炼出标志景区特有的符号价值、社会价值和关联价值，即标志景区溢出价值理论，并据此构建标志景区价值模型。在定价模型构建阶段，运用经济学中的价值与价格相关理论，通过对标志景区三大价值的细致分析，梳理出价格制定的模型依据，建立了四种标志景区定价模型，分别是纯公共价值模型、准公共价值模型、一般景区标准价值模型和综合价值模型。运用因子分析、模糊数学等方法来求解“标志景区溢出价值影响度系数”值，并对影响标志景区定价模型的弹性因素进行分析，可以较准确地得出旅游目的地标志景区应采用何种定价模型，从而科学、客观地确定标志景区价格。在模型验证应用阶段，选用广州旅游目的地标志景区广州塔及白云山为案例。通过方案设计、问卷调查、访问互动、数据处理及模型检验等，为广州塔和白云山景区应分别采取准公共产品价值定价模式和纯公共产品价值定价模式提供了理论依据。
[Abstract]:The logo scenic spot is the symbol of the tourist destination. Whether the price of the logo scenic spot is reasonable or not is often the key factor to decide whether the tourism destination market competition can win or not. This paper focuses on the basic theory, model construction and case analysis of the pricing problem of tourist destination mark scenic spot. In the stage of basic theory elaboration, we use literature inquiry and graphic analysis method to define the primary connotation of the pricing model of landmark scenic spots, compare the attributes of landmark scenic spots with other types of scenic spots, and extract the unique symbolic value of landmark scenic spots. Social value and related value, that is, the theory of scenic spot spillover value, and the value model of landmark scenic spot. In the stage of pricing model construction, using the theory of value and price correlation in economics, through the careful analysis of the three great values of the scenic spot, this paper combs out the model basis of the price making, and establishes four pricing models of the marked scenic spot. They are pure public value model, quasi-public value model, general scenic spot standard value model and comprehensive value model. Factor analysis, fuzzy mathematics and other methods are used to solve the value of "impact coefficient of spillover value of landmark scenic spot", and the elastic factors that affect the pricing model of scenic spot are analyzed. The pricing model should be used to determine the price of the scenic spot scientifically and objectively. In the stage of model verification and application, Guangzhou Tower and Baiyun Mountain are selected as examples. Through the project design, questionnaire survey, interview interaction, data processing and model checking, this paper provides a theoretical basis for the quasi-public product value pricing model and the pure public product value pricing model for Guangzhou Tower and Baiyun Mountain scenic spot respectively.
【学位授予单位】：广州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F590;F224

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