论文部分内容阅读
为有计划性、引导性的倡导使用者付费的理念,建立公开透明、科学合理的定价机制,运用条件价值评估法(CVM)对全国12个省12个旅游景区的中国游客进行了实地抽样调查,分析游客对教育服务项目的支付意愿。基于2 800份有效问卷数据,获得了受访者支付意愿的分布形态和规律,构建了游客支付意愿与其影响因素之间关系的模型。结果显示:49.40%的游客愿意支付教育服务费用,平均支付额度为28.6元;游客的年龄、婚姻状态、学历、职业、收入与其教育服务支付意愿之间存在显著性关系,旅游地游客教育水平也直接影响游客的支付意愿,而性别与其支付意愿没有显著的差异。同时,游客的年龄、学历、职业、收入对支付方式的影响较大,64.1%的游客想通过门票支付,27.5%的游客想通过小费支付。
In order to promote the idea of paying users in a planned and directed manner, establish an open, transparent and scientific pricing mechanism and conduct a sample survey of Chinese tourists in 12 tourist areas in 12 provinces using the CVM , Analysis of tourists willingness to pay for education services. Based on the 2 800 valid questionnaires, the distribution patterns and laws of respondents ’willingness to pay were obtained, and a model of the relationship between tourists’ willingness to pay and its influencing factors was constructed. The results showed that: 49.40% of tourists are willing to pay for education services, the average payment is 28.6 yuan; tourists age, marital status, education, occupation, income and their willingness to pay for education services there is a significant relationship between tourism tourist education level Directly affect the willingness of tourists to pay, while there is no significant difference between their sex and their willingness to pay. At the same time, tourists’ age, education background, occupation and income have great influence on the payment method. 64.1% of tourists want to pay through tickets and 27.5% of tourists want to pay through tips.