Study on the Influence of Peoples Travel Willingness Based on the Factors of Airline Ticket Price Change

Abstract

This essay takes the popular traveling destination: Dali, Yunnan, China, as an example and studies how the price changes of air tickets would affect the willingness of people to travel. A questionnaire survey was carried out and 88 responses were received, the focus group was people aged between 19-25 because this group is becoming the main consumption group of the tourism industry. The result shows with only a 30% discount on flight tickets between Shenzhen and Dali, it could bring 408,720 potential travelers every year, contributing to 252,852 hotel nights every year, CNY 138,229,128 income every year only for the hotel industry as well as CNY 8,293,748 tax income for the local government every single year. Later, this paper also analyzes the potential advantages and disadvantages after a price discount has been given to the tourists. It also gives recommendations to the tourism industry and the local government. This research is meaningful in helping the government and the tourism industry understand better to what extent the price of the air ticket influences peoples traveling willingness, as well as have better predictions on the consumption preferences of future tourists.