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題名：遊憩服務容許量，軟性遊憩活動行銷，與入園費之競爭策略研究
作者：陳欽楨
作者(外文)：Chin-Chen Chen
校院名稱：中華大學
系所名稱：科技管理學系(所)
指導教授：李堯賢
學位類別：博士
出版日期：2006
主題關鍵詞：遊憩服務容許量；軟性遊憩活動行銷策略；生活型態；入園費收取策略；遊憩服務價格；recreational service price；soft recreational marketing activity strategy；recreational service capacities；life style；gate fee
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本研究以三個研究主題進行分析。首先，在第二章中考量遊客的遊憩型態，擁擠效果與掃興成本之下，經營休閒遊憩之廠商如何決定提供不同類型的遊憩服務容許量以及對應的不同類型遊憩服務價格以及該決定對遊客消費者剩餘與社會福利的影響效果。我們發現遊客對遊憩服務不滿意的掃興成本，在不同的擁擠效果下，對廠商的不同類型遊憩服務容許量與對應的不同類型遊憩服務價格會有不同的影響效果。當廠商景點的環境稟賦愈具特色，則社會福利就會愈高，這表示廠商的景點環境稟賦良窳會影響社會福利。但是遊客對環境舒適的評價如果太高，則對社會福利是不利的。其次，第三章分析廠商實施差異化的軟性遊憩活動行銷策略對遊憩服務價格，利潤水準，遊客之遊憩消費者剩餘，以及社會福利之影響效果。我們發現廠商之間實施相異的軟性遊憩活動行銷策略可以降低廠商之間在遊憩服務的價格競爭，而且對個別廠商的利潤水準亦會有不同的影響效果。同時，遊客生活型態的變異程度愈大愈能提高廠商的利潤水準。而廠商實施差異化的軟性遊憩活動行銷策略可以提高社會福利。特別是當遊客對軟性遊憩服務所產生的愉悅價值愈分歧時，也就是愉悅價值的變異程度愈大，則社會福利就會愈高。這隱含當遊客間的遊憩生活型態有明顯的差異時，此差異性對社會福利而言，是有利的。最後，在第四章中探討廠商如何利用入園費收取策略與根據遊客在等待遊憩服務中所產生的鎖住成本差異做為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。在考量入園費後，其遊憩服務價格要如何決定，以及該決定對遊客的消費者剩餘與整體社會福利之影響效果。研究結果顯示，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將市場區隔化，因而可以降低廠商間在遊憩服務的價格競爭，導致廠商獲得更多的超額利潤。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。
This study investigates three subjects. First, in Chapter 2 we investigate how a firm determines its recreational service capacities and recreational service prices under considering the tourist’s recreation consumption style, congestion cost, and displeasure cost simultaneously. We also analyze how the firm’s above decisions affect the tourist’s consumer surplus and social welfare. We find that the displeasure cost of tourists has different impacts upon the different recreational service capacities and recreational service prices under the different congestion costs. Our analysis shows that the more environmentally endowment features or characteristics of the firm’s recreation site, the higher social welfare. This states that the environmental endowment of the firm’s recreation site affects social welfare. However, the higher the tourist’s valuation on the environmental amenity, the lower social welfare. In addition, we represent the analysis of comparative statics and numerical stimulation under the different market setups. Business implications of the above analysis are also discussed. Secondly, in Chapter 3 we analyze the effect of differentiated soft recreational activity marketing strategies used by firms on the prices of recreational service, profits, the tourist’s consumer surplus and social welfare. We find that the firms can use differentiated soft recreational activity marketing strategies to mitigate the price competition of recreational service, and these strategies also have different impacts upon the firm’s profit. In addition, the more the diversity of life styles of the tourists, the higher the firm’s profit. We demonstrate that the differentiated soft recreational activity strategies can increase social welfare. In particular, when the tourists have larger diverse valuations about the pleasure value created by the soft recreational service, that is, the larger the diversity of pleasure value, the result is beneficial to total social welfare. This implies that when the tourists have significantly different life styles, which can increase social welfare. Finally, in Chapter 4 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-fee charge 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.
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