基于旅游业外部性的公共景区定价研究
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摘要
旅游业作为与人民群众密切相关的现代服务业,正逐渐成为国民经济的战略性支柱产业。但是,近年来关于公共景区是否该按照市场需求进行大幅提价,还是兼顾公共资源和区域整体经济发展要求而大幅降价,始终没有一个统一而明确的结论。尤其是杭州西湖景区全面免费开发模式,尽管博得全社会的“叫好”声,但是却始终没有其他地区效仿成功的案例。本研究将“门票经济”的核心经济学命题定位为公共旅游资源的最优定价问题,尝试从公共经济学角度对公共景区定价高低及其适用条件给出合理的解释。
有别于传统的成本收益定价模型,本研究在公共定价的框架下,从区域可持续发展的角度出发,以外部性为分析视角,考虑景区旅游所带来的直接门票收入和由游客消费所带来的经济正外部性两种收益,并分别研究在拥挤外部性和环境外部性两种负外部性作用下,景区的最优定价问题。
本研究首先在理论文献的基础上,对公共景区定价的经济学性质进行了剖析与阐述,并结合杭州西湖景区逐步免费开放过程的监测数据,指出了由于存在外部性,景区免费开放的经济效应存在很大的不确定性。在此基础上,本研究构建了偏好异质性游客离散选择的理性预期均衡模型,将景区旅游的需求内生化,并以此确定门票价格与游客人数和游客总消费之间的关系。基于此模型,本研究根据景区的不同特点和决策部门的不同目标函数,分别研究了拥挤外部性与景区定价的关系,以及环境外部性与景区定价的关系。最后,本研究基于数理模型研究结论,针对其中的拥挤效应这一关键问题,结合心理学和行为学理论,设计了一项旅游价格变化与拥挤感知和旅游意愿的准实验,并通过网络,对全国216位潜在游客进行了调查,进一步确定了拥挤外部性在景区定价和游客决策中所起到的关键作用。
本研究获得如下结论：
1)提高景区定价,确实使得游客人数减少,但是在考虑了拥挤外部性之后,这种下降的程度会被放缓。景区定价与游客在当地消费总量之间的关系是模糊的,不一定是单调关系,即,当游客人数过多,导致拥挤的负效用很大时,适当
price and the number of tourists and tourists' consumption. Based on these relationships, we cope with the multiple externalities present in tourism, and determine the optimal pricing decisions for public tourism resources, which vary according to the different features of the scenic areas and different objects of local governments. Finally, with the aid of a quasi-experimental research, we examine the relationship between the externality of crowdedness and the pricing decision empirically.
We reach the following conclusions:
(1) The number of tourists decreases with the ticket price, however, in the presence of the externality of crowdedness, the decrease in the number will be smaller. The relationship between the price and the total consumption of the tourists is ambiguous, that is, when there are too many tourists in the area, the externality of crowdedness exerts large negative impacts on the individual tourist's utility. In this case, a higher price may help to distinguish tourists with high willingness to consume, from those with low willingness to consume, therefore increase the total amount of consumption. The results of the quasi-experiment show, when facing the tradeoff between the price effect and the crowded effect, a tourist who is different in choosing a particular scenic area and others behaves quite randomly, which drives the relationship between the change of the price and the tourism revenue nonlinear.
(2) If the negative externality imposed on the environment by tourism, is related directly with the number of the tourists, then raising the price helps to protect the environment, whether the externality of crowdedness exists or not. However, when the environmental externality is mainly cause by the tourists' consumption in the area, and the externality of crowdedness is in presence, raising the entry fee cannot guarantee the total amount of the tourists' consumption will decrease. In fact, in some cases it may even increase, therefore will do a greater harm to the environment.
(3) When the environmental system in the scenic area repairs itself so easily, that the environmental externality imposed by the tourism can be neglected, and the externality of crowdedness does not exist, under some special functional forms, the object of direct tourism revenue coincides with that of local economic growth. In this case, the decision maker will choose the lowest price (or even for free) which induces all the potential consumers to choose this particular area as their destination. However, in general, if the decision maker only cares about the direct tourism revenue, he will choose a higher price than that chosen by a decision maker who cares about the development of local economy.
In sum, for different types of public scenic areas, to determine a reasonable price, we should take into account the heterogeneity in the tourists'preferences, the presence of the externality of crowdedness, and the extent of the enrivonmental externality imposed by tourism, and maximize the sum of the direct tourism revenue and the positive effect on the local economic growth, net of the cost imposed on the environment.
This paper not only provides a more reasonable answer based on public economics, to the recent argument over whether public scenic areas should be admission-free to the public, but also offers new insights and solutions to the pricing decisions of public scenic areas which aim to develop tourism.
有别于传统的成本收益定价模型,本研究在公共定价的框架下,从区域可持续发展的角度出发,以外部性为分析视角,考虑景区旅游所带来的直接门票收入和由游客消费所带来的经济正外部性两种收益,并分别研究在拥挤外部性和环境外部性两种负外部性作用下,景区的最优定价问题。
本研究首先在理论文献的基础上,对公共景区定价的经济学性质进行了剖析与阐述,并结合杭州西湖景区逐步免费开放过程的监测数据,指出了由于存在外部性,景区免费开放的经济效应存在很大的不确定性。在此基础上,本研究构建了偏好异质性游客离散选择的理性预期均衡模型,将景区旅游的需求内生化,并以此确定门票价格与游客人数和游客总消费之间的关系。基于此模型,本研究根据景区的不同特点和决策部门的不同目标函数,分别研究了拥挤外部性与景区定价的关系,以及环境外部性与景区定价的关系。最后,本研究基于数理模型研究结论,针对其中的拥挤效应这一关键问题,结合心理学和行为学理论,设计了一项旅游价格变化与拥挤感知和旅游意愿的准实验,并通过网络,对全国216位潜在游客进行了调查,进一步确定了拥挤外部性在景区定价和游客决策中所起到的关键作用。
本研究获得如下结论：
1)提高景区定价,确实使得游客人数减少,但是在考虑了拥挤外部性之后,这种下降的程度会被放缓。景区定价与游客在当地消费总量之间的关系是模糊的,不一定是单调关系,即,当游客人数过多,导致拥挤的负效用很大时,适当
price and the number of tourists and tourists' consumption. Based on these relationships, we cope with the multiple externalities present in tourism, and determine the optimal pricing decisions for public tourism resources, which vary according to the different features of the scenic areas and different objects of local governments. Finally, with the aid of a quasi-experimental research, we examine the relationship between the externality of crowdedness and the pricing decision empirically.
We reach the following conclusions:
(1) The number of tourists decreases with the ticket price, however, in the presence of the externality of crowdedness, the decrease in the number will be smaller. The relationship between the price and the total consumption of the tourists is ambiguous, that is, when there are too many tourists in the area, the externality of crowdedness exerts large negative impacts on the individual tourist's utility. In this case, a higher price may help to distinguish tourists with high willingness to consume, from those with low willingness to consume, therefore increase the total amount of consumption. The results of the quasi-experiment show, when facing the tradeoff between the price effect and the crowded effect, a tourist who is different in choosing a particular scenic area and others behaves quite randomly, which drives the relationship between the change of the price and the tourism revenue nonlinear.
(2) If the negative externality imposed on the environment by tourism, is related directly with the number of the tourists, then raising the price helps to protect the environment, whether the externality of crowdedness exists or not. However, when the environmental externality is mainly cause by the tourists' consumption in the area, and the externality of crowdedness is in presence, raising the entry fee cannot guarantee the total amount of the tourists' consumption will decrease. In fact, in some cases it may even increase, therefore will do a greater harm to the environment.
(3) When the environmental system in the scenic area repairs itself so easily, that the environmental externality imposed by the tourism can be neglected, and the externality of crowdedness does not exist, under some special functional forms, the object of direct tourism revenue coincides with that of local economic growth. In this case, the decision maker will choose the lowest price (or even for free) which induces all the potential consumers to choose this particular area as their destination. However, in general, if the decision maker only cares about the direct tourism revenue, he will choose a higher price than that chosen by a decision maker who cares about the development of local economy.
In sum, for different types of public scenic areas, to determine a reasonable price, we should take into account the heterogeneity in the tourists'preferences, the presence of the externality of crowdedness, and the extent of the enrivonmental externality imposed by tourism, and maximize the sum of the direct tourism revenue and the positive effect on the local economic growth, net of the cost imposed on the environment.
This paper not only provides a more reasonable answer based on public economics, to the recent argument over whether public scenic areas should be admission-free to the public, but also offers new insights and solutions to the pricing decisions of public scenic areas which aim to develop tourism.
引文
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