作　　者： ; ; ; ; ;

机构地区： 广州大学旅游学院

出　　处： 《资源科学》 2014年第9期1889-1897,共9页

摘　　要： 标志景区又开始了新一轮的涨价,引起了公众、政府、旅游者、企业等多方的质疑与不满,但学术界又缺少标志景区定价的理论解释。因此,建立一个标志景区定价理论解释模型具有非常重要的现实意义。本文通过揭示旅游目的地景区属性特征及其价值,发现标志景区除具有景区一般价值外,还具有符号价值、特色社会价值、关联价值所构成的溢出价值,并由此建立了标志景区溢出价值-景区标准价值的定价模型。提出标志景区基于何种定价类型取决于模型中的溢出价值影响度,即溢出价值对标志景区定价的影响程度。溢出价值影响度(Φ)采用构建溢出价值量表与模糊数学等方法求出,当Φ>1,采用纯公共品定价模型;当Φ<1,采用准公共品定价模型;当Φ=0,采用一般景区定价模型。选取广州塔、白云山两个标志景区进行检验,广州塔价格偏高,偏离了溢出价值反映价格的理论基础,白云山风景区的价格相对合理。 The prices of scenic spots have risen and become questionable from multiple angles,but theoretical explanation is lacking and it is important to build a pricing model for semiotic tourist areas. Here,we describe the characteristics and values of tourism destinations,and found that semiotic tourist areas can not only provide the same effect as other spots but also have special social value and an overflowing value of value relevance. The expectancy-value model depends on the influence degree(Φ)of overflow value in the boundary condition,which can be determined by the overflow value scale of the tourism destination. When Φ > 1 we use the pure public goods pricing model,and when Φ< 1 we use the semi-nonprofit public goods pricing model. The effect of overflow value can be calculated by building an overflow value scale and using fuzzy mathematics methods. Checked using the focal areas of Baiyun Mountain and Guangzhou Tower,the overflow value analysis model showed that the price of Guangzhou Tower is high,and the price of Baiyun Mountain is reasonable.

关 键 词： 景区属性 溢出价值 影响度 定价模型 案例实证

领　　域： [经济管理] [经济管理] [政治法律] [政治法律]