組合式旅遊票券之訂價探討—以台北市為例

近年來全球的旅遊風氣盛行，越來越多人有自助旅行的經驗，而組合式旅遊票券在許多旅遊大城已行之有年，時常在自助旅行的遊客一定不陌生。此產品有多種設計及附加功能，主要概念為組合多景點的入場門票，並以優惠價格販賣。本研究即在探討組合式旅遊票券若在台灣市場發行，應有何種產品設計，並應如何訂價，才能為廠商帶來最大利潤。　　為了使研究標的具象化，把產品範圍縮小到台北市，並透過多方資料收集，從台北市21個收費景點歸結出五大景點類別，接著藉由前測及訪談，確認研究的外部效度以及問卷設計元素。本研究最主要的研究方法為線上問卷法，透過線上問卷的發放，收集需求面願付價格的資料，並透過對佣金比例及每日拜訪景點的假設模擬15個成本面的情境，作為最適訂價模型的建構基礎。　　本研究最終收集有效問卷207份，其中本國人樣本147份，外國人樣本60份，以此樣本建構兩個最適訂價模型：一為同時推不同產品之樣本機率分析模型，探討若遊客完全根據消費者剩餘做購買決策，根據本國人及外國人的有效樣本，在不同成本面情境中廠商應推出何種天期的產品才能獲得最大利潤；一為加入市場基數之敏感性分析模型，根據同樣的成本面情境，但只採納外國人的有效樣本並套用到市場基數，探討有多少比例的遊客有購買短天期產品的傾向時，廠商應改推短天期產品以獲得最大利潤。　　透過以上假設及模型建構，本研究得出以下重要結論：(1)廠商不需要對本國人及外國人進行差別訂價，(2)廠商只要推出該情境下允許最長天期的單一產品，即可獲得最高利潤，(3)至少要有超過56%的遊客傾向購買短天期產品，廠商才應改推出短天期的單一產品。　　本研究承襲前人對願付價格、訂價方法及組合式訂價的研究，並衍生出針對台灣市場在實行面的探討，對台灣觀光業者為一很好的實務參考依據。

關鍵字

組合式訂價；訂價；願付價格；旅遊票券；台灣旅遊；門票

並列摘要

Traveling is the rising around the globe, and many more people start to plan their own trip. Tourist pass has been popular in many countries and among frequent travelers. This kind of products has various designs and added function, but the main concept is to bundle multiple tourist attractions and sell at a discount price. This essay aims to provide suggestions for the product design and pricing in Taiwan market, for the company to gain the maximized profit. 　In order to make the research product more concrete, the research scope is narrowed to Taipei city, and classified 21 attractions into 5 types. Then take advantage of the pretest and interview to check external validity and to add some elements to the questionnaire design. The main research method for this essay is online survey, through which the data of willingness to pay from the demand side is obtained. This essay simulates 15 scenarios based on different commission rates and assumptions on daily visiting spots. Together, the base of the optimal pricing model is built. 　　There are 207 effective samples, 147 from Taiwanese and 60 from foreigners. Based on these samples, two optimal pricing models are built. One is launching different period products at the same time and base purely on the samples. Assuming tourists make their buying decision solely base on consumer surplus, what pricing strategy the company should make to gain maximized profit. The other model is a sensitivity test on the whole market base extended from the foreigner samples. Discussing how high the portion of tourists having the tendency to buy short-period products, should the company launch short-period products instead of long-period product. 　　Based on the above assumptions and models, here are a few main findings in this essay: (1) No price discrimination between Taiwanese and foreigner needed, (2) launching the longest period product alone will gain the optimal profit for the company, (3) if there are at least more than 56% tourists have the tendency to buy short-period products, short-term product should be launched instead of long-term product. 　　This essay adopted previous researches on willingness to pay, pricing method, and bundle pricing, and derives practical findings in Taiwan market. It could be used as a good reference for tourist industry in Taiwan.

並列關鍵字

Bundle pricing ； Pricing ； Willingness to pay ； Tourist pass ； Taiwan Tourism

參考文獻

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組合式旅遊票券之訂價探討—以台北市為例

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