CAJ | 학술논문

景区门票定价合理性一直是旅游界关注的焦点,本文以黄山为研究对象,引入游客感知概念,分析讨论景区票价是否合理,使门票定价合理性评价视角更加多元.文章首先基于重要性表现分析法(IPA),建立期望-满意度-价格模型(ESP),计算ESP指数,进行价格评价,判断调整方向;其次对要素具体分析,进行合理性解释,制定相应的定价策略和后续建设建议.研究发现,黄山景区票价较为合理,可在改善游客体验的前提下提价或创新盈利模式.
경구문표정개합이성일직시여유계관주적초점,본문이황산위연구대상,인입유객감지개념,분석토론경구표개시부합리,사문표정개합이성평개시각경가다원.문장수선기우중요성표현분석법(IPA),건립기망-만의도-개격모형(ESP),계산ESP지수,진행개격평개,판단조정방향;기차대요소구체분석,진행합이성해석,제정상응적정개책략화후속건설건의.연구발현,황산경구표개교위합리,가재개선유객체험적전제하제개혹창신영리모식.
Rationality of scenic spot ticket price has always been the focus of tourism industry. Taking Yellow Mountain as the object, this paper introduced tourists' perception, and analyzed whether ticket price is reasonable. Based on the importance performance analysis (IPA), the paper built up expectation - satisfaction - price model (ESP) to judge the price, and gave reasonable explanation by analyzing factors specifically. Pricing strategy and the subsequent construction Suggestions is given as well. The study showed that price of yellow mountain ticket is quite affordable. Improving tourists experience and Innovating proift model can increase price or income.