Abstract：When there is a significant difference in off-peak season ticket sales at a scenic spot， the discount strategy will always be used to promote sales during the off-season. However， if the off-season discount has some impact on the peak season demand， overall revenue management is required rather than the independent off-season revenue management. Thus， in this paper a new pricing optimization model of scenic spot is proposed for overall revenue management with seasonality demand， considering the flowing of the potential demand from peak season to low season， based on the diversity of the consumer willingness to pay. And an iteration algorithm is also presented to solve the model. Numerical results are given to illustrate the model. The results of the example show some important conclusions： 1) When considering the flow， the discount of the off-season will be bigger， and the higher the flowing coefficient， the more the discount will be. 2) The higher the proportion of sensitive customers， the more the discount will be. These results demonstrated that the discount optimization model proposed in this paper is consistent with the practice， which will provide useful reference for the decision-making of scenic spots with obvious off-peak season.
2022, Vol. 56 
