LAUSR

Abstract Tourism in ancient villages and towns represents a typical form of heritage tourism in rural China. It has always been regarded as an effective way to promote cultural heritage protection and rural community development. However, this type of tourism involves many stakeholders with different interests and demands, which sometimes results in conflicts. In the process of protecting against heritage and tourism exploitation, tourism in ancient villages and towns can face numerous challenges. Among these is the mode of ticket pricing, which directly relates to the interests of each stakeholder, and problems of competing demands that may become the focus of disputes. Through field research and inductive analysis of the ancient villages and towns in Jiangsu, Zhejiang, Shanghai and Anhui provinces, four kinds of ticket pricing is identified: (a) the fully enclosed charge mode with a single-ticket ticket system for whole scenic spots; (b) the half-closed charge mode with binding ticket system for some consumption items; (c) the half-opened charge mode with limited ticket system for some self-operated scenic spots; and (d) the fully opened charge mode with a free ticket system for the whole scenic spots. By comparing the similarities and differences of typical ancient villages and towns that have adopted differing charge modes, we conclude that resource grade, local condition, tourism market factors (e.g., size, range), product orientation, business value, participation of residents and profit model are the potential influencing factors for these modes. Resource grade and regional condition are two objective factors. The remaining five factors are subjective and are connected with interests of the four main stakeholders: the tourists visiting the ancient villages and towns; external merchants; community residents; and companies that are responsible for tourism management. From the four related stakeholders' behavioral responses to different ticket charge modes, we can see that the enclosed charges will affect tourists entering the ancient villages and towns, thus impeding foreign merchants' participation and strengthening each local company's dependence on tickets. Open charges will be more convenient in allowing visitors to enter the ancient towns and villages, and will attract foreign merchants to join in and thus increase cooperation with residents. The various stakeholders therefore have an influence on ticket charge mode, and the final choice about the mode is the result of balancing their competing rights and interests. The implications of each is discussed.