CAJ | 학술논문

淡旺季游客数量波动是困扰景区平稳健康发展的一大难题。尽管门票价格作为一种调节旅游需求的工具,已被证明可以有效控制游客数量,但如何定价,以兼顾景区经济收益和社会公平性问题仍是学术界的研究热点。为此,文章提出一种基于多阶段博弈的景区门票分时定价策略,为了达到平稳客流的目的,在设计景区效用函数的时候加入了游客数量波动带来的损失。分时定价博弈模型数值模拟结果显示,景区门票分时定价策略,可以在不降低景区总利润的前提下,保持游客数量平稳,游客总量增加。
담왕계유객수량파동시곤우경구평은건강발전적일대난제。진관문표개격작위일충조절여유수구적공구,이피증명가이유효공제유객수량,단여하정개,이겸고경구경제수익화사회공평성문제잉시학술계적연구열점。위차,문장제출일충기우다계단박혁적경구문표분시정개책략,위료체도평은객류적목적,재설계경구효용함수적시후가입료유객수량파동대래적손실。분시정개박혁모형수치모의결과현시,경구문표분시정개책략,가이재불강저경구총리윤적전제하,보지유객수량평은,유객총량증가。
Numbers of tourists at most tourist attractions in China vary significantly because of seasonal variations and the over- concentrated holiday distribution of tourists. Excessive numbers of tourists during peak periods not only increase operation costs and damage natural resources at scenic spots, but also adversely affect tourist satisfaction. During off- peak periods, nonproductive human resources add unnecessary operational costs. Consequently, administrators seek a balanced approach for operating tourist attractions based on stable tourist numbers. Research focusing on regulating tourist numbers to remain relatively constant is therefore important. Adjusting ticket prices at tourist attractions has been shown to be an efficient and effective tool for regulating tourism demands. A number of studies have attempted to resolve the issue of optimal ticket pricing at China＇s tourist attractions. However, these studies have either sought to determine factors influencing the fixing of ticket prices at China＇s tourist attractions, or have developed demand and supply models to set prices for maximizing profit. None of the existing studies on pricing have considered the influence of fluctuations in tourist numbers; nor have they been aimed at developing a constant tourism demand. In line with our aim of leveling customer demands within utility industries, here we propose a time-of-use（TOU） ticket pricing strategy for tourist attractions in China. Accordingly, a tourism year is divided into several periods and the prices are optimized for each period. The goal of this strategy is to influence tourist behavior in ways that level tourist numbers throughout the year. With a TOU ticket pricing system, prices are raised during peak periods and lowered during off- peak periods. During peak periods, price- sensitive tourists will try to reduce their demands, and consequently their costs, by rescheduling their visits to off-peak periods. During the latter periods, considerably lower ticket prices would draw many potential customers to tourist attractions. Because tourist attractions seek to maximize profits under regulations, while tourists seek to minimize their costs, we conceived a game transacted between tourist attractions and tourists using a multistage game model. Utility functions were designed for both the tourist attraction and the tourists, considering the costs of fluctuations in tourist numbers. This approach guarantees a flattening tendency of tourism demands throughout the year. We conducted a simulated experiment based on real tourist attraction data to examine the effectiveness of our model. We found that a TOU ticket pricing strategy could effectively level tourism demands.Additionally, we assessed the influence of the model weight. The results showed that the greater the model weight, the flatter the tourist number curve was. Based on the correct choice of model weight, we could level tourism demands, increase profits of tourist attractions, and simultaneously reduce unit ticket costs for tourists. Our study has several practical implications for managers and policymakers in the tourism field. First, TOU ticket pricing can facilitate the steady operation of tourist attractions and may have benefits for long- term tourism development. Second, the TOU ticket pricing model is easy to implement and prices remain stable over a long duration. These features facilitate the practical application of our model. Third, TOU ticket pricing can attract a lot of potential tourists and increase total tourist numbers, thus benefiting the development of the related tourism industry. Lastly, TOU ticket pricing can level tourism demands, increase profits of tourist attractions, reduce unit prices for tourists, and increase tourists＇ satisfaction. This is, therefore, a better option than continually increasing ticket prices.