古村镇旅游门票收费模式及其影响因素——基于江、浙、沪、皖四地案例研究  

Factors Influencing Tourism Ticket Charges in Ancient Villages and Towns:Empirical Research in Jiangsu,Zhejiang,Shanghai and Anhui

作　　者：吴文智[1] 张利平[1] 邱扶东[1] 

机构地区：[1]华东师范大学商学院旅游学系,上海200241

出　　处：《旅游学刊》2013年第8期34-41,共8页Tourism Tribune

基　　金：国家社科基金项目(11CGL111);教育部人文社科基金项目(09YJC790090)共同资助~~

摘　　要：古村镇旅游作为遗产旅游和乡村旅游的典型代表,一直被视为推动文化遗产保护和农村社区发展的有效手段。然而,古村镇旅游发展涉及较多的利益主体,他们的利益诉求不尽相同,甚至有所冲突,给古村镇遗产保护与旅游开发带来了众多挑战,其中,门票收费模式直接影响到各个相关主体的利益,成为争议的焦点。因此,文章通过对江浙沪皖四地古村镇案例分析,总结了全封闭式、半封闭式、半开放式、全开放式4种古村镇现行收费模式及其潜在的7个影响因素,并基于古村镇各个利益主体的行为反应,分析了各个因素对古村镇收费模式影响的程度,提出封闭式收费模式更多地取决于资源的品级和居民的合作程度,而开放式收费模式更多地取决于区位的好坏、客源市场的特点、未来的产品取向和商业价值,从而为古村镇如何根据主客观情况选择合理的门票收费模式提供借鉴。Tourism in ancient villages and towns is the typical representation of heritage tourism in rural China. It has always been regarded as an effective way to promote cultural heritage protection and rural community development. However, this type of tourism involves many stakeholders with different interests and demands, which sometimes results in conflicts. In the process of protecting against heritage and tourism exploitation, tourism in ancient villages and towns can face numerous challenges. Among these is the ticket charge mode, which directly relates to the interests of each stakeholder, and this problem of competing demands therefore becomes the focus of disputes. Through field research and inductive analysis of the ancient villages and towns in Jiangsu, Zhejiang, Shanghai and Anhui provinces, we summarize that they usually adopt four kinds of ticket charge mode： the fully enclosed charge mode with a single-ticket ticket system for whole scenic spots; the half-closed charge mode with binding ticket system for some consumption items; the half-opened charge mode with limited ticket system for some self-operated scenic spots; and the fully opened charge mode with a free ticket system for the whole scenic spots. By comparing the similarities and differences of typical ancient villages and towns that have adopted differing charge modes, we conclude that resource grade, locational condition, tourism market factors （e. g. , size, range） , product orientation, business value, participation of residents and profit model are the potential influencing factors for these modes. Resource grade and regional condition are two objective factors. The remaining five factors are subjective and are connected with the interests of the four main stakeholders： the tourists visiting the ancient villages and towns; external merchants; community residents; and companies that are responsible for tourism management. From the four related stakeholders＇ behavioral responses to different ticket charge modes, we can see that the

关 键 词：古村镇 门票收费模式 影响因素 

分 类 号：F592.7[经济管理—旅游管理]