摘要
近10多年来,国家曾先后就景区门票价格问题出台多个政策法规文件,但未取得实质性效果;相关学术研究也在不断推进,但对现实指导作用不强。该研究对公共资源景区的性质、需求特征及差异进行了分析,在纵向约束经营下建立古诺模型,对一票制与两部制两种模式下的门票价格、消费者剩余、企业盈利及社会福利进行了计算与比较,对价格管制下的门票价格与"租"的收取进行了分析,从而试图解决我国公共景区价格制定的约束条件与矛盾冲突问题。研究提出:第一,门票价格管理与价格策略的理想目标为平均运营成本价格上限管制下的两部制定价;第二,"程序性监管"向"技术性监管"转变;第三,重视商户的生存发展问题;第四,价格管制和非价格管制手段相结合。研究的主要创新之处在于对公共景区的门票提出了差异化定价的管制方法。
The paper focuses on how to regulate ticket prices of public scenic spots to motivate managers of scenic spots, which is an important theoretical issue. Over the past decade, Chinese government has introduced some policies and regulations to balance between consumer surplus and benefits of operators of public scenic spots, however, very few anticipated results were achieved. At the same time, the related academic researchers have been taking weak guidance function to the practical problem though theoretical research is gradually advancing. Chinese public scenic spots, which need local governments or local enterprises to bear operation cost, have to consider not only public welfare but also profitability and sustainability. Undoubtedly, it＇s a great challenge. Thus, further research on the issue has important practical significance and theoretical value.The study evaluated current policies and industry practical issues, and analyzed the attributes of public scenic spots with their services and characteristics of demand based on the demand theory of public goods and theory of two- part tariff pricing. The paper built Cournot model under the vertical restrictions to calculate and compare ticket price, customer surplus and enterprise profit and society welfare between one- ticket model and two- part tariff model, analyzed ticket price under the government price regulation and its＂economic rent＂, so that the paper may solve the incentive problem of public scenic spots under price regulation of government. The results show the following points. The government should regulate the ticket price of public scenic spots based on the comparison between average operating costs and social acceptable price. If the average operating costs are higher than the social acceptable price, the public scenic spots should be for free opening or low- price operation.Otherwise, the two- part tariff is better than one- ticket. Under the circumstance, the ticket price of tourist area should be the average operating costs for the price caps. Commercial tenants who operate inside tourist area can afford higher average rents when tourist area under the government price regulation has lower total average operating costs or it is more famous tourist area.Furthermore, the paper raised four suggestions aiming to optimize ticket price strategy and price regulation under the different economic goals. First, the ideal goal of price management and price strategy is to implement two-part tariffs under the average operation cost price cap regulation. Second,the related policies and regulations need transform from the ex ante procedural supervision to the ex post technical one. Third, two- part tariff pricing under the average operation cost price cap regulation should pay attention to the survival and development of the scenic spot commercial tenants. Fourth, the problem of overcrowding cannot be solved by price regulation itself; therefore, it should be combined with non- price regulations. A major contribution of this paper is that it proposed differential pricing regulation methods for the admission tickets of the tourist areas, and proposed government management suggestions for public scenic spots.
出处
《旅游学刊》
CSSCI
北大核心
2015年第7期60-71,共12页
Tourism Tribune
基金
教育部本科专业综合改革试点项目"酒店管理专业"(ZG0166)
国家社科基金重点项目"全面提升旅游业发展质量的基本理论
关键问题及对策研究"(10AZD028)
国家社科基金项目"新兴城镇化背景下我国旅游业影响经济增长的效应
机制与政策研究"(14CGL023)支持
上海高校"工商管理"重点学科子课题"连锁企业的决策作用机制相关研究"(NH1-2-1-1313)~~
关键词
公共资源景区
门票
一票制
两部制
public scenic spots
admission ticket
one-ticket
two-part tariff
