旅游产品交换过程中的价格与价值关系探讨

旅游产品的随意涨价,让很多游客感到头痛和不爽,然而业界还在蠢蠢欲动,继续运筹涨价。旅游产品的价格问题实际上关系到一重大的理论问题:由什么来衡量旅游产品价值量。旅游产品在其实现过程中没有物质性的产品传递过程,因此用"商品的价值量取决于社会必要劳动时间,商品按照价值相等的原则互相交换。价格围绕价值上下波动",已经明显解释不通了。感受才是决定旅游产品是否有价值的关键因素。旅游过程中旅游者所获得的感受越深,旅游产品的价值越大,因此它遵循刘氏"发汗定律"。也就是感受的程度是决定价格高低的直接因素。但是感受是一种纯粹的主观心理体验,它是人类社会经济文化背景的直接反映,也是人类文明的区域再现。

THE PRICE AND VALUE OF TOUR PRODUCT

The price of tour products is rising at random, which becomes a big headache of a lot of visitors, and hence, complaints arise. However, the tour industry is still eager for action as before, continually making strategic markup. Actually, as a key part of the tour products, prices relate to the theoretical problem of the tour industry-according to what standards the value of the tour products should be measured. It is well-known that the tour products, whose value exists in the process of transmission, are not physical products, since no physical product delivery occurs in this process. Therefore, the traditionally-accepted theories, such as "the worth quantity of the commodity is decided by the social necessary labor-time", "commodity exchanges are based on the equal value", and "the price fluctuates around the value of the products", to name a few, are all apparently implausible. How the visitors really feel is the crucial factor to decide the value of the tour products. The deeper impressions the visitors have when traveling, the greater the value of the tour products will be. Thereby, it follows Mr. Liu's law of perspiration. That is to say, in the process of traveling, the impressions that the visitors have got directly influence the prices of the tour products. The more difficult the traveling tasks are, the more value they will have; the more special, the more value they will have; the more individual, the more value they will have; the more labor, time, money and energy the products involve, the more value they will be considered to have. And using the law, we can easily to explain whatever the landscape beauty or not, only it is different from others, it will have value to visitor. Nevertheless, how the visitors feel is purely a subjective mental experience, a direct reflection of human social, economic and cultural backgrounds, and the embodiment of human civilization in specific areas. Therefore, it is not easy to measure. It is a must that certain new methods should be devised for these tour products, we must use the psychometry methods to decide the price of tour product, that is say visitor must use the think that could feel the value of district commodities.