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我国旅游景区企业根据旅游景区商品服务具有完全垄断市场性质、旅游消费者愿意为“奢侈品”消费支付较高价格、景区商品服务需求价格弹性无差异和高价策略有助于企业利润极大化等假设,普遍对其提供的商品服务采用高价策略。由于这些假设前提在现实中不存在或不能完全满足,导致旅游景区增加旅游收入遭遇障碍,影响景区企业利润极大化目标的实现。景区企业的进一步发展与成长,应该明确旅游景区的旅游商品服务的价格战略与价格目的,认识并充分考虑顾客感知价值对于旅游服务企业的约束作用,改进和创新旅游景区的商品价格策略。
According to the monopolistic nature of the market, the tourist enterprises in China’s tourism industry are willing to pay higher prices for the consumption of “luxury goods”. There is no difference in the price elasticity of demand for the scenic area’s goods and services and the high-priced strategy will help enterprises to make a huge profit Assumptions, etc., generally provide high prices for its commodity services strategy. As these assumptions do not exist in reality or can not be fully satisfied, resulting in increased tourism revenue tourist attractions obstacles encountered, affecting the realization of the goal of the profit maximization of scenic spots. The further development and growth of enterprises in scenic areas should make clear the price strategy and price purpose of tourism goods and services in tourist areas, recognize and fully consider the restraining effect of customer perceived value on tourism service enterprises, and improve and innovate the commodity price strategy of tourist attractions.