票制改革利益相关者博弈分析及门票政策优化——以凤凰古城为例  

The Game Analysis of the Stakeholders and the Optimization of the Ticket Policy in the Reform of the Phoenix Town Ticket System

作　　者：方世敏[1] 兰钰斌 FANG Shi-min LAN Yu-bin(Tourism Management School, Xiangtan University, Xiangtan, Hunan 411105)

机构地区：[1]湘潭大学旅游管理学院,湖南湘潭411105

出　　处：《怀化学院学报》2016年第12期46-50,共5页Journal of Huaihua University

摘　　要：凤凰古城三年经历两次票制改革,2013年4月10日,凤凰县政府将"景点票"改为"景区票",遭到当地居民和商户强烈反对;2016年4月10日,凤凰县政府将"景区票"改为"景点票",社会舆论沸腾,引起轩然大波。用博弈分析方法对凤凰古城票制改革利益相关者展开分析,结果表明:(1)较于景区管理公司和当地政府,景区居民和商户与游客都是弱势群体;(2)当前的"景点票"制度不具有稳定性;(3)全域旅游背景下,降低景区门票价格的新门票政策与景区未来的发展相适应且具有稳定性。Ancient city of Phoenix has undergone twice-ticket system reform in the past three years,On April 10, 2013, the Phoenix county government changed ＂scenic spot ticket＂ to ＂scenic area ticket＂, by local residents and businesses strongly opposed.On April 10, 2016, the county government changed scenic area ticket to ＂ scenic spot ticket ＂ ,Different public opinions caused a great disturbance.In this paper, the game analysis method is used to analyze the stakeholders of the reform of the Phoenix Town ticket system.The results showed that： （1） compared with the scenic spot management company and local government, businesses, residents and tourists are vulnerable groups; （2） the ＂scenic spot ticket＂ system has no stability; （3） under the background of region-based tourism development, the policy of reducing ticket price will have stability and be a good match for the future development of tourism.

关 键 词：票制改革 利益相关者 博弈 纳什均衡 

分 类 号：F592.7[经济管理—旅游管理]