生態旅遊之價格競爭與經營策略分析__臺灣人文及社會科學引文索引資料庫

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題名：	生態旅遊之價格競爭與經營策略分析
作者：	楊琮泰
作者(外文)：	Tsung Tai Yang
校院名稱：	中華大學
系所名稱：	科技管理研究所
指導教授：	賀力行李堯賢
學位類別：	博士
出版日期：	2004
主題關鍵詞：	價格競爭；經營策略；生態旅遊；price competition；business strategy；ecotourism
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:47

摘要
本論文分析生態旅遊中的價格競爭與經營策略。第一部分是有關於價格競爭與停車場收費策略，我們發現在休閒遊憩產業中，兩家廠商提供同質的商品消費但兩家可提供或不提供停車場，以及停車費可或不可抵扣商品消費價格的情況下，廠商的停車場收費策略對其商品價格，利潤水準，以及社會福利的影響效果。我們利用兩階段賽局為分析架構，在考量遊客對尋找停車位會產生掃興成本的假設下，我們發現，廠商提供停車場並給予停車費抵扣(或不可抵扣)商品消費價格時，廠商間對停車費的不同處理策略會降低廠商在商品價格的競爭程度。換言之，不同的停車場收費策略是可以做為廠商服務差異化的策略，而這種策略降低了廠商之間的商品價格競爭。另外，從社會福利觀點來看，在廠商採取相同經營策略時，兩家廠商不提供停車場的經營策略對全體社會而言，並不是不具經濟效率的經營策略，反而是廠商提供“免費”停車場的經營策略才是不具經濟效率的經營策略。
第二部分則是價格競爭，共同套裝旅遊與遊客度假生活型態，我們考量遊客的度假生活型態以及廠商景點設施的專屬環境舒適性並利用無削價均衡(Undercut-proof equilibrium，UPE)觀念，分析廠商實施共同套裝旅遊的策略聯盟對廠商景點設施的定價與利潤水準，遊客旅遊效用以及對社會福利的影響效果。廠商無論有無參與共同套裝旅遊路線的策略聯盟，其間的價格競爭與利潤水準皆會受到遊客度假生活型態屬性傾向強度的影響。而遊客人數的增加是否會影響廠商間的價格競爭，也需視遊客度假生活型態屬性傾向強度而定。從整體社會福利觀點而言，在遊客對廠商景點設施所專屬環境舒適性的總合評價相對較高或充分高的情況下，實施共同套裝旅遊的策略聯盟才會具有經濟效率。
第三部分則是有關於遊客遊憩型態、農產品差異化與生態旅遊稅，我們發現遊客遊憩型態、農產品差異化與生態旅遊稅對自然風景區域之當地住民與經營休閒遊憩廠商之經濟影響效果。基於遊客遊憩選擇的不同，我們得到廠商與當地住民的利益會在不同慕名效果下，將因廠商所面臨的生態旅遊稅率，當地住民之農產品異質程度，以及遊客人數對農產品的需求效果而產生不同的利益效果。我們獲得廠商可依慕名效果的差異而採取不同的價格策略，且其定價只要考慮其所創造的遊憩價值是否足以吸引遊客；若所創造的遊憩價值愈高，對遊客所收取的價格就可以愈高。而對當地住民而言，最有利的情況是在慕名風景地區效果下，且廠商的生態旅遊稅相對較低，則其可得到的利潤就可相對比較高。

以文找文

This dissertation employs theory and model to investigate the issues in eco-tourism. It includes three essays.
1.Price Competition and the Charge Strategies for Parking Lot : A Case of Recreational Tourism
In this paper, we investigate the case in which two firms produce a homogeneous product and provide with/without parking lot in the recreational tourism. By considering whether the parking fee is used to compensate for the price of product consumption, the paper examines the effects of the parking lot charge strategies on the price of product, profit, and social welfare. We construct a two-stage game model under the assumption of the tourist having displeasure costs by looking for a parking lot, we find that the firm provides the parking lot and allows (or does not allow) the parking fee to compensate for the product consumption, the different treatments in the parking fee between two firms can mitigate the degree of price competition. In other words, the different strategies of charging the parking lot can be a source of product differentiation, which in turn lowers the product price competition between two firms. Our principal result, from the social perspective, indicates that two firms without offering the parking lot for the tourists is efficient, when two firms use the identical business strategy. By contrast, two firms offering the parking lots for the tourists for free that is not efficient.
2.Price Competition, Joint-Packaged Tour and Tourists’ Lifestyle
In this paper, we develop a model for capturing tourist’s lifestyles and firm’s site-specific environmental amenities in the joint-packaged tour strategy alliance. Using the undercut-proof equilibrium, our model examines the effect of firm’s joint-packaged tour strategy alliance on the firm’s scenic facility price, profit, and social welfare. Our results show that price competition between firms and the firm’s profit level are affected by the intensity of tourist’s lifestyle preferences. Whether increasing the number of tourists influences price competition between firms is also dependent on the intensity of tourists’ lifestyle preferences. From the social welfare viewpoint, we find that the firms are profitable to perform the joint-packaged tour strategy alliance under the condition that the tourists give the site-specific environmental amenities of the firms’scenic facility relatively or sufficiently high valuation.
3.Recreational Types of Tourists, Agri-Product Differentiation, and Eco-tourism Tax : A Benefit Analysis of Habitants and Firms.
In this paper, we investigate the economic influence of recreational types of tourists, agri-product differentiation, and ecotourism tax on the benefits of habitants and firms in a natural scenery area. Based on the different recreational choices of tourists, we obtain that under different fame effects the benefits of firms and tourists are different that result from the ecotourism tax paid by the firms, the differentiation degree of agri-product sold by the habitants, and the tourists’ demand for the agri-product. Our findings show that the firms can adopt different pricing strategies according to different fame effects, and the firms’ pricing decisions depend upon whether the recreational value created by the firms can attract the tourists. The larger recreational valued created by the firms, the higher price paid by the tourists. For the habitants, the best circumstance is that under the effect of site-fame and relatively lower ecotourism tax, they can obtain relatively higher profits.

以文找文

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臺灣人文及社會科學引文索引資料庫