世界遗产旅游产品性质与定价机制研究——以世界自然遗产九寨沟为例

文章以世界遗产景区九寨沟为例，分析了世界遗产旅游产品的性质，即：由公共资源和一系列服务耦合而成的复合性产品，具有“准公共产品”的性质。政府部门和私人部门结合提供世界遗产旅游产品，能兼顾社会福利与经济效率。而在我国，作为国家公共资源的世界遗产的属地管理体制，导致了世界遗产景区旅游产品定价的利润最大化倾向。文章结合我国国情，提出世界遗产旅游产品定价应采取平均成本加一定比例发展基金的定价方法和政府指导下市场供给定价相结合的方式。

A Study of the Nature of World Heritage Tourism Products and the Pricing Mechanism: A Case Study of Jiuzhaigou

Taking the famous world heritage Jiuzhaigou as an example, this paper analyzed the nature of heritage tourism products, argued that they are a kind of complex product which is a combination of public resources with series of services, and they have the some characteristics of quasi-public goods. It insisted that government and private organizations could produce world heritage tourism products with a combined force to give considerations to both social welfare and economic effi maximize the ciency. Unfortunately the pricing of tourism products in most world heritage tourism areas in china tends to commercial profits due to the administrative management system. The paper, taking in view of the factual situation in china, suggested that the pricing of world heritage tourism products should apply the method of combining the fixed percentage profit pricing with market supply pricing directed by the government.