庐山景区门票价格上涨对旅游消费意愿的影响--基于旅游消费意愿形成过程的视角

庐山景区门票价格上涨对旅游消费意愿的影响--基于旅游消费意愿形成过程的视角 庐山景区门票价格上涨对旅游消费意愿的影响--基于 旅游消费意愿形成过程的视角 摘 要 景区门票价格问题,近年来已经成为旅游业研究中的热点问题。到目前为止, 对景区门票价格的研究已经涉及门票价格上涨原因,门票收支管理,门票调 价方法,门票价格理论定价模型以及门票价格上涨的相关影响等方面。旅游者作 为直接利益相关者,其对门票价格上涨问题的反应会直接影响旅游者的决策,从 而使景区的旅游人次、门票收入甚至整体收益都受到影响。因此,门票价格上涨 对客源市场的影响是非常值得关注的。旅游消费意愿是一种消费心理,是旅游产 品消费行为发生的一种概率,可以用来预测旅游消费者的购买和消费行为。所以, 可以通过研究门票价格上涨对旅游消费意愿的影响来了解门票价格上涨对旅游者 消费行为的影响。 本文采用理论分析与实证分析相结合的研究方法,通过分析旅游消费意愿形 成过程,研究门票价格变化对旅游消费意愿的影响。 本文首先对景区门票定价及旅游消费意愿进行了文献综述,在此基础上界定 了相关概念,建立了旅游消费意愿形成概念模型,并根据模型从理论上得出:门 票价格对旅游者感知价值产生影响,而感知价值影响旅游消费意愿,即门票价格 调整通过感知价值变化而对旅游消费意愿产生影响。 然后本文介绍了庐山景区概况、近年来门票价格设置的实际情况及价格变动 原因。在此基础上结合旅游消费意愿形成概念模型设计了调查,并将调查对 象分成潜在旅游者和旅游者两类。 利用 SPSS统计软件对调查数据进行分析,结果显示:门票价格的上涨会使一 部分潜在旅游者放弃庐山旅游消费意愿,在没有放弃庐山旅游消费意愿的潜在旅 游者中,一部分人因为门票价格上涨而产生了调整旅游消费结构的意愿;门票价 格上涨后旅游者中一部分人放弃庐山重游意愿,而仍然有重游意愿的旅游者大多 会通过增加总预算来弥补门票价格上涨带来的额外支出。另外,调查数据还显示, 门票价格上涨还会对旅游者和潜在旅游者的其他方面产生影响,比如:旅游 者对 庐山景区的评价以及景区在旅游者心目中的形象等。 本文最后得出结论:在旅游消费意愿的形成中,价格调整与感知价值变化相 关,并通过感知价值影响旅游消费意愿,同时价格变化通过影响旅游消费结 构而 对景区的整体收益产生影响。由此结论得出了进一步的启示:通过提高服务 质量, 提供增值服务等措施,提高旅游者的感知价值以弥补价格上涨造成的旅游者 付出 成本的增加;同时,庐山景区应该通过收入多元化、提高重游率来增加景区的 整 体收益。 1 关键词:门票价格旅游消费意愿 感知价值庐山景区 2 Abstract The entrance tickets price ETP of scenic spots has become a hot issue in the research of tourism industry recently. Up to now, the research of ETP has already involved the reason of rising ETP, the management of entrance ticket revenue and payout, the method to adjust the price, theoretical pricing models of ETP and the concerned influential aspects of the rising ETPHence, through the study of the influences on tourists? consuming willingness made by rising ticket price, we can study the influences on tourist marketThe paper makes a research on the influences of tourists′ consuming willingness which is made by the ETP of scenic spot from the perspective of tourists′ consuming willingness formation process, combing the theoretical analysis and empirical analysis, On the base of literature review which is about ETP of scenic spots and tourists′ consuming willingness, the paper defined related concepts and built the model of tourists′ consuming willingness formation. According to theoretical analysis of the model, the paper concludes that the price of entrance ticket influences tourists′ consuming willingness by tourists′ perceived value. Then the paper makes a general introduction of Mt.Lushan and its ETP of recent years. Next, the questionnaires to the tourists and the potential tourists are designed which are aimed to survey their consuming willingness. The paper analyzes the survey data applying SPSS software, and the result is: because of the rising ticket price, some potential tourists give up the consuming willingness of Mt.Lushan, and the others who don't give up the willingness will change their consumption structure; and in this condition, some tourists also give up to revisit Mt.Lushan, but the majority of the others who don't give up will increase their total budget. On the other hand, the data shows that the rising price will influence other aspects, such as the image and assessment of Mt.LushanFinally, the paper concludes that: during the process of tourists′ consuming willingness formation, the change of price related to perceived value by which th e price influenced tourists′ consuming willingness; at the same time, the price inf -luences the total revenue of scenic spots by the influences it makes to consumi ng structure. Furthermore, the paper obtains some suggestions from the above co -nclusion: we can raise service quality and provide value-added service to make3 growth perceived value which can make up the expenditure brought by rising pri -ce; Mt.Lushan can increase total benefit by diversifying income source and impr oving the rate of tourists′ revisiting Key words: entrance ticket price tourists′ consuming willingness perceived value Mt.Lushan scenic spot 4 目 录 1. 绪 论??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 1 1.1 选题背景及意 义 ???????????????????????????????????????????????????????????????????????????????????????? 1 1.1.1 选题背 景????????????????????????????????????????????????????????????????????????????????????????????? 11.1.2 选题意 义????????????????????????????????????????????????????????????????????????????????????????????? 21.2 文献综 述???????????????????????????????????????????????????????????????????????????????????????????????????? 2 1.2.1 景区门票定价研究综 述?????????????????????????????????????????????????????????????????????? 2 1.2.2 旅游消费意愿研究综 述?????????????????????????????????????????????????????????????????????? 7 1.3 研究思路与方 法 ?????????????????????????????????????????????????????????????????????????????????????? 10 1.3.1 研究思 路??????????????????????????????????????????????????????????????????????????????????????????? 101.3.2 研究方 法????????????????????????????????????????????????????????????????????????????????????????????11 1.4 研究主要内容及创新 点??????????????????????????????????????????????????????????????????????????? 12 2. 景区门票价格上涨影响旅游消费意愿的理论分析 ??基于旅游消费意愿形成过程的视 角 ?????????????????????????????????????????????????????????? 14 2.1 相关概念的界 定 ?????????????????????????????????????????????????????????????????? ???????????????????? 14 2.1.1 旅游景 区??????????????????????????????????????????????????????????????????????????????????????????? 14 2.1.2 景区门票价 格 ??????????????????????????????????????????????????????????????????????????????????? 14 2.1.3 旅游消费意 愿 ??????????????????????????????????????????????????????????????????????????????????? 15 2.1.4 其他相关概 念 ??????????????????????????????????????????????????????????????????????????????????? 15 2.2 旅游消费意愿的形成过 程??????????????????????????????????????????????????????????????????????? 15 2.2.1 产生旅游需 求 ??????????????????????????????????????????????????????????????????????????????????? 16 2.2.2 搜集目标产品和替代产品信 息 ???????????????????????????????????????????????????????? 17 2.2.3 目标产品价 格 ??????????????????????????????????????????????????????????????????????????????????? 17 2.2.4 感知价值及其影响因 素???????????????????????????????????????????????????????????????????? 17 2.2.5 旅游消费意愿及消费结构分配意愿的形 成 ????????????????????????????????????? 18 2.2.6 重游意愿的形 成 ??????????????????????????????????????????????????????????????????????????????? 19 2.3 景区门票价格上涨对旅游消费意愿的影 响???????????????????????????????????????????? 19 2.3.1 景区门票价格上涨对潜在旅游者旅游消费意愿的影 响?????????????????? 19 2.3.2 景区门票价格上涨对旅游者重游意愿的影 响 ????????????????????????????????? 21 3. 庐山景区及其门票价格设置概 况??????????????????????????????????????????????????????????????????????? 23 3.1 庐山景区概 况 ?????????????????????????????????????????????????????????????????????????????????????????? 23 3.1.1 庐山资源概 况 ??????????????????????????????????????????????????????????????????????????????????? 23 3.1.2 庐山景区现存问 题???????????????????????????????????????????????????????????????????????????? 24I 3.2 庐山景区门票价格设置情 况??????????????????????????????????????????????????????????????????? 25 3.2.1 庐山景区门票价格设置情 况 ???????????????????????????????????????????????????????????? 25 3.2.2 庐山景区门票价格上涨原 因 ???????????????????????????????????????????????????????????? 26 4. 庐山门票价格上涨对旅游消费意愿影响的实证分 析 ???????????????????????????????????????? 28 4.1 研究设计及研究方 法??????????????????????????????????????????????????????????????????????????????? 28 4.1.1 问卷设 计??????????????????????????????????????????????????????????????????????????????????????????? 28 4.1.2 样本选 取??????????????????????????????????????????????????????????????????? ???????????????????????? 28 4.1.3 预调 查??????????????????????????????????????????????????????????????????????????????????????????????? 28 4.1.4 正式调 查??????????????????????????????????????????????????????????????????????????????????????????? 29 4.1.5 数据处理分析方 法???????????????????????????????????????????????????????????????????????????? 29 4.2 潜在旅游者旅游消费意愿影响分 析 ??????????????????????????????????????????????????????? 29 4.2.1 潜在旅游者感知价值影响因素分 析????????????????????????????????????????????????? 30 4.2.2 门票价格上涨后感知价值对旅游消费意愿的影响分 析?????????????????? 32 4.2.3 门票价格上涨对旅游消费结构分配意愿的影响分 析?????????????????????? 33 4.2.4 门票价格上涨对潜在旅游者的其他影响分 析 ????????????????????????????????? 34 4.2.5 本节小 结??????????????????????????????????????????????????????????????????? ???????????????????????? 35 4.3 赴庐山旅游者旅游消费意愿影响分 析???????????????????????????????????????????????????? 36 4.3.1 旅游者重游感知价值影响因素分 析????????????????????????????????????????????????? 36 4.3.2 门票价格上涨后旅游者重游感知价值对重游意愿的影响分析 ?????? 37 4.3.3 门票价格上涨对旅游者重游消费结构分配意愿的影响分 析 ?????????? 39 4.3.4 门票价格上涨对旅游者的其他相关影响分 析 ????????????????????????????????? 40 4.3.5 庐山景区的其他相关分 析 ???????????????????????????????????????????????????????????????? 41 4.3.6 本节小 结??????????????????????????????????????????????????????????????????????????????????????????? 42 5. 基本研究结论及启 示 ?????????????????????????????????????????????????????????????????????????????????????????? 43 5.1基本研究结 论??????????????????????????????????????????????????????????????????? ?????????????????????????? 43 5.2 启 示 ????????????????????????????????????????????????????????????????????????????????????????????????????????? 43 5.2.1 注重提高旅游消费者对景区的感知价 值????????????????????????????????????????? 43 5.2.2 注重提高景区整体收 益???????????????????????????????????????????????????????????????????? 46 附录 1:庐山景区门票价格上涨对潜在旅游者消费意愿影响调查问 卷 ??????????????? 49 附录 2:庐山景区门票价格上涨对旅游者消费意愿影响调查问 卷??????????????????????? 51 参考文 献 ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 53 致 谢?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 58II Contents 1. Introduction??????????????????????????????????????????????????????????????????????????????????????????????????????????? 1 1.1 Background and significance of this study ?????????????????????????????????????????????????? 1 1.1.1 Background?????????????????????????????????????????????????????????????????????????????????????????? 1 1.1.2 Significance of this study ????????????????????????????????????????????????????????????????????? 2 1.2 Literature review????????????????????????????????????????????????????????????????????????????????????????? 2 1.2.1 Review of entrance ticket price of scenic spots research ??????????????????????? 2 1.2.2 Review of tourists′ consuming willingness research ????????????????????????????? 7 1.3 Research frame work and method ????????????????????????????????????????????????????????????? 10 1.3.1 Research frame work?????????????????????????????????????????????????????????????????????????? 10 1.3.2 Research method?????????????????????????????????????????????????????????????????????????????????11 1.4 Research content and innovation??????????????????????????????????????????????????????????????? 12 2. Theoretical analysis of the influences on tourists′ consuming willingness made by rising ticket price???????????????????????????????????????????????????????????????????????????????????????????? 14 2.1 Definition ????????????????????????????????????????????????????????????????????????????????????????????????? 14 2.1.1 Scenic spots ??????????????????????????????????????????????????????????????????????????????????????? 14 2.1.2 Entrance ticket price??????????????????????????????????????????????????????????????????????????? 14 2.1.3 Tourists′ consuming willingness????????????????????????????????????????????????????????? 15 2.1.4 The other related concepts?????????????????????????????????????????????????????????????????? 15 2.2 The process of tourists′ consuming willingness formation????????????????????????? 15 2.2.1 The creation of tourism demand ????????????????????????????????????????????????????????? 16 2.2.2 The collection of target product and substitute information ???????????????? 17 2.2.3 The price of target product ????????????????????????????????????????????????????????????????? 17 2.2.4 The perceived value and influential factors????????????????????????????????????????? 17 2.2.5 The formation of tourists′ consuming willingnessand willingness of consumption structure distribution???????????????????????? 18 2.2.6 The formation of tourists′ revisited willingness ?????????????????????????????????? 19 2.3 The influences on tourists′ consuming willingness made by risingentrance ticket price ??????????????????????????????????????????????????????????????? ?????????????????? 19 2.3.1 The influences on potential tourists′ consuming willingnessmade by rising entrance ticket price ??????????????????????????????????????????????????? 19 2.3.2 The influences on tourists′ consuming willingness madeby rising entrance ticket price????????????????????????????????????????????????????????????? 21III 3. The introduction of Mt.Lushan scenic spot and its entrance ticket price ????????? 23 3.1 The introduction of Mt.Lushan scenic spot???????????????????????????????????????????????? 23 3.1.1 The introduction of the resource in Mt.Lushan scenic spot ????????????????? 23 3.1.2 The introduction of problems in Mt.Lushan scenic spot?????????????????????? 24 3.2 The introduction of entrance ticket price of Mt.Lushan scenic spot ??????????? 25 3.2.1 The introduction of entrance ticket price of Mt.Lushan scenic spot????? 25 3.2.2 The reason of rising entrance ticket price ??????????????????????????????????????????? 26 4. The empirical analysis of influences on tourists′ consuming willingness made by rising ticket price?????????????????????????????????????????????????????????????????????????????????????????? 28 4.1 Research design and method ????????????????????????????????????????????????????????????????????? 28 4.1.1 Questionnaire design?????????????????????????????????????????????????????????????????????????? 28 4.1.2 Sample selection ???????????????????????????????????????????????????????????????????????????????? 28 4.1.3 Primary survey??????????????????????????????????????????????????????????????????????????????????? 28 4.1.4 Formal survey ???????????????????????????????????????????????????????????????????????????????????? 29 4.1.5 Method of data processing ???????????????????????????????????????????????????????????????? 29 4.2 The analysis of the influences on potential tourists′consuming willingness????????????????????????????????????????????????????????????????????????????? 29 4.2.1 The analysis of factors influenced potential tourists′ perceived value ???????????????????????????????????????????????????????????????????????????????? 30 4.2.2 The analysis of influences on potential tourists′ consumingwillingness made by perceived value?????????????????????????????????????????????????? 32 4.2.3 The analysis of the influences on the willingness of consumptionstructure distribution made by rising ticket price ???????????????????????????????? 33 4.2.4 The other related influences on potential tourists made byrising ticket price ??????????????????????????????????????????????????????????????????????????????? 34 4.2.5 Summary ??????????????????????????????????????????????????????????????????????????????????????????? 35 4.3 The analysis of the influences on Mt.Lushan tourists′ consuming willingness????????????????????????????????????????????????????????????????????????????? 36 4.3.1 The analysis of factors influenced tourists′ perceived value ??????????????? 36 4.3.2 The analysis of influences on tourists′ consumingwillingness made by perceived value?????????????????????????????????????????????????? 37 4.3.3 The analysis of the influences on the willingness of revisited consumption structure distribution made by rising ticket price ??????????? 39 4.3.4 The other related influences of rising ticket price on tourists ?????????????? 40IV 4.3.5 The other related analysis of Mt.Lushan????????????????????????????????????????????? 41 4.3.6 Summary ??????????????????????????????????????????????????????????????????????????????????????????? 42 5. Conclusion and suggestion?????????????????????????????????????????????????????????????????????????????????? 43 5.1 Conclusion???????????????????????????????????????????????????????????????????????????????????????????????? 43 5.2 Suggestion ???????????????????????????????????????????????????????????????????????????????????????????????? 43 5.2.1 Pay more attention to increase the tourists′ perceived valueof Mt.Lushan ????????????????????????????????????????????????????????????????????????????????????? 43 5.2.2 Concentrate on increasing the total benefit of Mt.Lushan ??????????????????? 46 Appendix1:Questionnaire of the influences on potential tourists′ consuming willingness of Mt.Lushan made by rising ticket price???????? 49 Appendix2:Questionnaire of the influences on tourists′ consuming willingnessof Mt.Lushan made by rising ticket price ??????????????????????????????????????????? 51 Reference ????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 53 Acknowledgement ??????????????????????????????????????????????????????????????????????????????????????????????????? 58 V 1. 绪论 1. 绪论 近年来景区门票价格上涨成为旅游产业实践中的热点问题,社会各界对景区 门票价格问题的研究也越来越深入,由最开始对门票本身的研究发展到现在对门 票价格上涨的相关影响的研究,特别是旅游者作为最直接的利益相关者,其对门 票价格上涨的反应更值得人们的关注。 1.1 选题背景及意义 1.1.1 选题背景 随着我国改革开放以来旅游业的发展,旅游景区已经成为推动国家和地方经 济发展和精神文明建设的亮点。但值得注意的是,在改革过程中由于门票管理权 限的下放,国家对风景名胜区的财政补贴不足,提高门票价格成为弥补经费不足 的一种重要来源和方式。门票收入已经有一部分纳入了地方政府的财政收入中, 且有些景区的门票收入在当地政府的收入中占有的比例还相当大,于是各地的国 家级风景名胜区纷纷以保护和发展为由,开始提高风景名胜区的门票价格,部分 景区 10年内涨幅甚至超过 200%。以黄山风景区为例,1995 年门票价格为 60元, 2000年上调为 85 元,2002 年上涨到 130元,而 2005 年则调整为 200元,10年 [1] 涨幅为 233.33 % 。 “景区门票价格上涨”已经成为我国旅游产业实践中的热点问题,很多学者 及社会人士对景区门票价格上涨问题从不同的角度进行了一定程度的研究。主要 有:门票价格上涨的原因分析、门票价格的定价机制、景区资源价值评价、门票 定价模型以及门票价格变化的相关影响等。 在门票价格变化的相关影响中,对旅游者即客源市场的研究尤为重要。这方 面的研究对检验景区门票价格上涨后是否达到了预期的目的以及对景区整体收益 的影响是非常有意义的。景区门票价格的变化有可能会使一些旅游者改变其旅游 决策和旅游过程中消费结构的分配比例,而旅游决策的变化和旅游者消费结构的 变化则会影响景区的门票收入及整体收益。旅游消费意愿作为旅游者的一种消费 心理,是旅游消费行为的前奏,可以预测旅游消费行为。因此,旅游者消费意愿 在门票价格上涨后的变化一定程度上可以预测门票价格变化对旅游者消费决策的 影响。 1 庐山景区门票价格上涨对旅游消费意愿的影响??基于旅游消费意 愿形成过程的视角 1.1.2 选题意义 目前学