Influencing factors of travel agency's tourism product pricing under epidemic situation

Market competition, market supply and demand and exchange rate.

The influence of market competition on the pricing of travel agency products is mainly manifested in two aspects: first, the influence of competitors' prices on their own product prices. The lowest price of travel agency products depends on the cost of products, and the highest price depends on the market demand of products, while the real price should be between the lowest price and the highest price. The price of products also depends on the price level of other travel agencies around. For a travel agency, the price of similar products should be in line with that of competitors. If the price is too high, the travel agency may lose customers. If the price is too low, the travel agency will lose profits. Second, different degrees of market competition have different effects on travel agency prices. If a travel agency monopolizes a route or a scenic spot, then other travel agencies can't influence its price setting. When a route or a scenic spot is just developed, some travel agencies may have a certain degree of monopoly, which makes the products have higher prices and greater profits in the short term. However, with the deepening of competition, the prices and profits of products have declined. Secondly, it is affected by changes in supply and demand. When setting the sales price of products, we must consider its internal relationship with market supply and demand. In a certain period of time, if the supply remains unchanged and the demand increases, the price will rise; When demand decreases, prices will fall, which is the law of the market; Finally, the exchange rate, which is the price comparison between two different currencies. Under the condition that the service quality of tourism products remains unchanged, the price of outbound products of travel agencies is inversely proportional to the change of RMB exchange rate. If the RMB appreciates, the exit price will fall; If the RMB depreciates, the exit price will rise, while the entry price will change in the opposite direction. Exchange rate not only affects the price of products, but also greatly affects the change of business volume.

In addition to the above factors, national policies will also have an impact on the price of tourism products, so the sales pricing of tourism products should also follow the national guidelines, policies, laws and regulations.