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題 名 | 雙佔遊憩市場入園費收取策略與遊憩服務訂價策略=Gate-Fee Charging Strategies and Recreational Service Pricing Strategies in a Duopolistic Recreation Industry |
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作 者 | 李堯賢; 陳欽楨; 曾南鈞; | 書刊名 | 觀光研究學報 |
卷 期 | 11:4 民94.冬 |
頁 次 | 頁301-332 |
分類號 | 990 |
關鍵詞 | 入園費收取策略; 遊憩服務價格; 社會福利; Gate-fee charging strategy; Recreational service price; Social welfare; |
語 文 | 中文(Chinese) |
中文摘要 | 本文探討廠商如何利用入園费收取策略與根據遊客在等待遊憩服務中所産生的鎖住成本差異做爲市場區隔之考量因素,以決定是否要收取入園費以及入園費是否可抵扣遊憩服務價格。同時,在考量入園費後,其遊憩服務價格要如何決定,以及該決對遊客的消費者剩餘與整體社會福利之影響效果。本文的研究結果顯示:(1) 當遊客等待遊憩服務的鎖住成本變異愈大,表示廠商愈有機會利用遊客的鎖住成本變異将市場區隔化,因而可以降低廠商間在遊憩服務的價格競争,導致廠商獲得更多的超額利潤。(2) 雖然兩家廠商在遊憩服務的鎖住成本差異亦可以降低廠商間的遊憩服務價格競爭,並同時獲得較高的利潤水準。然而,這種作法可能會不利於消費者剩餘導致社會福利下跌。 |
英文摘要 | We examine how firms utilize the gate-fee charging strategies and tourists' lock-in cost differentiation that is due to tourists waiting for recreational service considered as a factor of market segmentation to determinate whether firms should require tourists to pay the gate fee and whether the gate fee can be used to deduct the recreational service price. Further, we analyze how to decide the recreational service prices after considering the gate-feecharge in order to achieve the objective of yield management and investigate the impacts of the above pricing decisions on the tourists' consumer surplus and social welfare. Our results show that firms adopt the differentiating business types may not increase social welfare. An increase in the diversity of lock-in costs in waiting recreational service weakens price competition and makes firms more profits. In addition, the differentiating lock-in cost between firms can weaken price competition as well. In other words, firms can use the degree of heterogeneity in tourists' lock-in cost, the differentiation of recreational service performed by firms, and the gate fee charge strategy to mitigate price competition and to enhance profits. However, these practices may worse consumer surplus and reduce social welfare. |
本系統中英文摘要資訊取自各篇刊載內容。