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《Resource Development & Market》 2017-01
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Study on Pricing Mechanism of Theme Park in China

XIAO Ni;LIU Ji-sheng;LI Qiu-yu;HUANG Yue;HU Yu-na;School of Geographical Science,Northeast Normal University;  
Empirical research based on ticket prices of the domestic 87 large theme parks showed that,internal factors( overall quality factor,input factors and so on) were significantly and positively correlated with ticket price,the correlation between factors associated with tourism industry and ticket price was not significant. Meanwhile,potential consuming capacity of tourists had a positive influence on price-making. The results of this study illustrated that the cost was the core and basis of price- making,but utility and willingness- to- pay of tourists were not considered enough. This conclusion was different from the previous researches,showed distinction of pricing mechanism between theme park and natural or legacy scenic resort. Further study found some features or drawback about pricing of theme park: 1Ticket price was differences between different subject type of theme park. 2The cost was the basis and core of the pricing. 3Paid attention to"tourists consumption ability " and ignore"tourists' willingness to pay". 4Ticket price did not match with tourism industry environment. According to the results,this study provided some advice on the pricing mechanism of theme park.
【Fund】: 国家自然科学基金项目(编号:41471111)
【CateGory Index】: F592.7
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