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The Fluctuation of Admission Fees of Some World Heritage Sites in West China and Its Impact on the Tourism Market——A Case Study of Gansu and Sichuan Provinces

SHI Hui-chun1,2,YANG Er-jun2(1.State Key Laboratory of Frozen Soil Engineering,CAREERI,CAS,Lanzhou Gansu 730000,China;2.College of Geographyand Environment Science,Northwest Normal University,Lanzhou Gansu 730070,China)  
In 1985,China joined the UNWSCO World Heritage Convention.Up to July of 2006,China had owned 33 World Heritages,include 22 Cultural Heritages,4 Natural Heritages,4 Cultural and Natural Heritages,1 cultural landscape,and 2 Representative of Human Oral and Intangible Heritages.The quantity of China's World Heritage Sites ranks the third in the world.The admission fees of many China's World Heritage Sites are increasing.For example,the admission fee of Huangshan Mountain increased 270 times from 1980 to 2002,and that of Mount Emei increased 300 times from 1980 to 2001.In November 30,2004,admission fees hearings about six China's World Heritage Sites had been held.Since then,most other famous China's World Heritage Sites held their hearings in order to offer proposals for an increase in admission fees.The admission fees of China's World Heritage Sites are increasing.This is so frightening that drew attention extensively and aroused controversy intensely,reflecting the problem between world heritage protection and tour management having not been resolved for a long time.As a matter of fact,it is a problem of researching the quantity of tourism marketing under the influence of admission fees change.Because this study is limited in theoretic analysis,a quantitative study is needed in detail.The quantitative study includes the tourism marketing under the influence of admission fee change and the instructional purpose about China's World Heritage Sites development and management.In this paper,the influence of the tourism marketing on admission fees is discussed,and the influence characteristics of tourist market(including seasonal structure and year structure) is analyzed by the time structure model.It is concluded that raising the admission fees a certain extent can help gaining the goals to limit large quantity of the tourism marketing in a few months,but not in a few years.The following five measures should be taken: establishing a building capacity evaluation system,limiting tickets on sale,time-opening rotation and develop the inactive tourism season,decentralizing tourists quantity of the core area in World Heritage Sites with functional zones,and promoting eco-tourism for reduce the adverse impact and damage to world heritage sites.
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