Ticket prices and revenue levels of tourist attractions in China: Spatial differentiation between prefectural units

Ticket pricing is a key issue for tourism research in China. Owing to regional differences, a unified nationwide price reduction strategy for tourist attractions would be inappropriate for China. To assist in regional ticket pricing decisions, this study uses ArcGIS spatial analysis methods to analyze the spatial differentiation of ticket prices and revenue levels between prefectural units, using 2017 data from 9450 A-grade tourist attractions. The results reveal prominent characteristics of spatial differentiation in tourist attractions' average ticket prices, as well as in the proportion of their revenue from ticket sales, between prefectural units. Ticket prices are generally low in north China and high in south China; meanwhile, the proportion of ticket revenue is generally high in east China and low in west China. The factors influencing such spatial differentiation are tourism resources, local socio-economic conditions, and the management of tourist attractions. The findings help stakeholders to make differentiation strategy.