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TOPKAPI SARAYI MÜZESİNDE FİYAT FARKLILAŞTIRMASI: VİP YADA SIRADAN GİRİŞ

Year 2021, Issue: 44, 131 - 143, 23.05.2021
https://doi.org/10.30794/pausbed.676050

Abstract

Kültürel mirasımız olan müzeler, sosyo-kültürel bir olgu olmakla birlikte, ekonomi bakımından etkin rol oynamaktadır. Giriş ücretlerinin fiyatlandırılma konusu müze yönetimlerindeki başlıca sorunudur. Fiyatlandırma sorunun çözümü için farklı farklı bilet türleri kullanılmaktadır. Bu çalışmada sadece tam bilet satışları için geçerli olan farklı ücretten müzeye erişim değerlerini belirleyerek, müzenin gelir yönetim politikasını geliştirmek amaçlanmıştır. Bu erişim değerleri hava şartlarına bağlı olarak üç grupta sınıflandırılabilir; Sıradan müşteri giriş, Seçkin müşteri girişi ve Önemli müşteri girişi. Havanın kötü olduğu günlerde daha çok müşteri çekebilmek için ziyaretçilere hediyelik eşya verilmesi karı nasıl etkileyeceğinin araştırılması değerlendirilmiştir. Daha önce belirlenen en uygun müze işletim fiyatı kullanılarak, ortalama fazladan yıllık gelir hesaplanmış ve diğer giriş politikaları ile karşılaştırma yapılmıştır. Yapılan çalışmada, Topkapı Palas Müzesinden Ocak 2010’dan Aralık 2012’ye kadar toplanan veriler kullanılmıştır. Sonuç olarak, müze işletiminden kâr elde etmek için Sıradan müşteri yüzdeliği en fazla toplam ziyaretçi sayısının %60 kadar olası gerekmekte ve en düşük VİP, Seçkin giriş ücretleri sırasıyla 400TL ve 200TL olarak belirlenmiştir.

References

  • Adler, M. (1985). Stardom and Talent. American Economic Review, 75 (March), 208–212.
  • Bailey, S. J., & Falconer, P. (1998). Charging for Admission to Museums and Galleries: A Framework for Analysing the Impact on Access. Journal of Cultural Economics, 22(2), 167–177. https://doi.org/10.1023/A:1007506019008
  • Baker, W., Marn, M., & Zawada, C. (2001). Price Smarter on the Net. Harvard Business Review. Retrieved from https://hbr.org/2001/02/price-smarter-on-the-net
  • Casacuberta, C. (2017). Non-profit Firm Models and Museum Demand Estimation. Hacienda Pública Española, 221(2), 33–45. Retrieved from https://ideas.repec.org/a/hpe/journl/y2017v221i2p33-45.html
  • Chen, C.-M., Chen, Y.-C., & Tsai, Y.-C. (2016). Evaluating museum free admission policy. Annals of Tourism Research, 58, 156–159. https://doi.org/10.1016/J.ANNALS.2016.03.002
  • Cowell, B. (2007). Measuring the Impact of Free Admission. Cultural Trends, 16(3), 203–224. https://doi.org/10.1080/09548960701479375
  • Darnell, A., Johnson, P., & Thomas, B. (1990). Beamish museum — modelling visitor flows. Tourism Management, 11(3), 251–257. https://doi.org/10.1016/0261-5177(90)90048-E
  • Dickenson, V. (1993). The Economics of Museum Admission Charges. Curator: The Museum Journal, 36(3), 220–234. https://doi.org/10.1111/j.2151-6952.1993.tb00795.x
  • Dolan, R. J. (1995). How Do You Know When the Price is Right? Harvard Business Review. Retrieved February 10, 2018, from https://hbr.org/1995/09/how-do-you-know-when-the-price-is-right.
  • Frey, B. S. (2000). Arts & Economics: Analysis & Cultural Policy. Springer. Retrieved from https://books.google.com.tr/books?id=SJNQAAAAMAAJ
  • Frey, Bruno S. (1998). Superstar Museums: An Economic Analysis. Journal of Cultural Economics, 22(2), 113–125. https://doi.org/10.1023/A:1007501918099
  • Frey, Bruno S, & Meier, S. (2006). Chapter 29 The Economics of Museums. In V. A. Ginsburg & D. Throsby (Eds.) (Vol. 1, pp. 1017–1047). Elsevier. https://doi.org/https://doi.org/10.1016/S1574-0676(06)01029-5
  • Frey, Bruno S, & Steiner, L. (2012). Pay as you go: a new proposal for museum pricing. Museum Management and Curatorship, 27(3), 223–235. https://doi.org/10.1080/09647775.2012.701994
  • Goudriaan, R., & Van ‘t Eind, G. J. (1985). To fee or not to fee: some effects of introducing admission fees in four museums in Rotterdam. (V. L. Owen & W. S. Hendon, Eds.). Managerial Economics for the Arts. Akron, Ohio: University of Akron. Association for Cultural Economics.
  • Huntington, P. A. (1993). Ticket pricing policy and box office revenue. Journal of Cultural Economics, 17(1), 71–87. https://doi.org/10.1007/BF00820768
  • Kellner, M. I., Madachy, R. J., & Raffo, D. M. (1999). Software process simulation modeling: Why? What? How? Journal of Systems and Software, 46(2–3), 91–105. https://doi.org/10.1016/S0164-1212(99)00003-5
  • Kirchberg, V. (1998). Entrance Fees as a Subjective Barrier to Visiting Museums. Journal of Cultural Economics, 22(1), 1–13. https://doi.org/10.1023/A:1007452808105
  • Luksetich, W. A., & Partridge, M. D. (1997). Demand functions for museum services. Applied Economics, 29(12), 1553–1559. https://doi.org/10.1080/00036849700000031
  • Maddison, D., & Foster, T. (2003). Valuing Congestion Costs in the British Museum. Oxford Economic Papers, 55(1), 173–190. Retrieved from http://www.jstor.org/stable/3488877
  • Nagle, T. T., & E.Hogan, J. (2006). The Strategy and Tactics Of Pricing: A Guide to Growing More Profitably (4. Edition). Prentice Hall.
  • O’Hagan, J. W. (1995). National museums: To charge or not to charge? Journal of Cultural Economics, 19(1), 33–47.
  • O’Hare, M. (2009). Why do people go to museums? The effect of prices and hours on museum utilization1. Museum International, 27(3), 134–146. https://doi.org/10.1111/j.1468-0033.1975.tb01993.x
  • Parasız, İ. (1994). Micro Economics (5. Published house). Bursa: Ezgi yayinevi.
  • Phillips, R. L. (2005). Pricing and Revenue Optimization. Stanford, CA: Stanford University Press.
  • Rosen, S. (1981). The Economics of Superstars. American Economic Review, 71, 845–858.
  • Sert, F. (2014). Hava Durumunun Yapay Sinir Ağlari İle Kestirimi Ve Bulanik Mantikla Sınıflandırılması. Uludağ Üniversitesi.
  • Sezen, H. K. (2015). Topkapı Sarayı Müzesinin Gelirini Ençoklamaya Yönelik Giriş Bilet Fiyatı Belirlemek için Bir Model. U.Ü.İ.İ.B.F Dergisi.
  • Sezen, H. K., & Murat, D. (2008). Türkiye ekonomisine ilişkin faktör yoğunlukları ve çoğaltan katsayılarının belirlenmesi. In Dokuzuncu Ekonometri ve İstatistik Sempozyumu, Kuşadası (pp. 28–30).
  • Sezen, H. K., Sert Eteman, F., Eren Şenaras, A., & Kara, A. (2015). Müzelerde Gelir Yönetimi İçin Fiyat Farklılaştırması. Social Sciences Research Journal, 4(2), 216–224.
  • Sezen, H. K., & Tüzüntürk, S. (2010). Türkiye Ekonomisinin 2012 Yılına İlişkin Çoğaltan Katsayılarının Ve Faktör Yoğunluklarının Kestirimi. In 11. Ekonometri ve İstatistik Sempozyumu, Sakarya (pp. 28–30).
  • Steiner, F. (1997). Optimal Pricing of Museum Admission. Journal of Cultural Economics, 21(4), 307–333. Retrieved from http://www.jstor.org/stable/41810643
  • Varian, H. R. (1989). Chapter 10 Price discrimination. Handbook of Industrial Organization, 1, 597–654. https://doi.org/10.1016/S1573-448X(89)01013-7

PRICE DISCRIMINATION FOR TOPKAPI PALACE MUSEUM IN TURKEY: VIP OR REGULAR ENTRANCE

Year 2021, Issue: 44, 131 - 143, 23.05.2021
https://doi.org/10.30794/pausbed.676050

Abstract

The museums, custodian of our cultural heritage are a socio-cultural phenomenon as well as an economic phenomenon. The main issue for operation of museum is an admission-entrance fee. In order to solve an admission-entrance fee problem, there are different tickets types. This study aims to develop a policy for museum’s revenue by setting different the access fee values to the museum for only full fare. Depending on weather conditions this access value can classify into three groups; Regular, Exclusive and VIP. In order to attract more customer, museum operation is planning to give a souvenir as a gift to visitors in inclement weather time. This study considers how handing out the souvenir to visitor will affect the profit. Utilizing the optimal price of the Museum operation, yearly average extra revenue is calculated and compared with when other access policies that are applied. We illustrate our approach with an application to empirical data from Topkapı Palace Museum. Monthly data is considered from Jan 2010 to December 2012. As a result, to make profit of extra revenue of museum operation regular access demand can be maximum 60% of total visitor. And minimum fee of VIP and Exclusive accesses can be 400TL and 200TL.

References

  • Adler, M. (1985). Stardom and Talent. American Economic Review, 75 (March), 208–212.
  • Bailey, S. J., & Falconer, P. (1998). Charging for Admission to Museums and Galleries: A Framework for Analysing the Impact on Access. Journal of Cultural Economics, 22(2), 167–177. https://doi.org/10.1023/A:1007506019008
  • Baker, W., Marn, M., & Zawada, C. (2001). Price Smarter on the Net. Harvard Business Review. Retrieved from https://hbr.org/2001/02/price-smarter-on-the-net
  • Casacuberta, C. (2017). Non-profit Firm Models and Museum Demand Estimation. Hacienda Pública Española, 221(2), 33–45. Retrieved from https://ideas.repec.org/a/hpe/journl/y2017v221i2p33-45.html
  • Chen, C.-M., Chen, Y.-C., & Tsai, Y.-C. (2016). Evaluating museum free admission policy. Annals of Tourism Research, 58, 156–159. https://doi.org/10.1016/J.ANNALS.2016.03.002
  • Cowell, B. (2007). Measuring the Impact of Free Admission. Cultural Trends, 16(3), 203–224. https://doi.org/10.1080/09548960701479375
  • Darnell, A., Johnson, P., & Thomas, B. (1990). Beamish museum — modelling visitor flows. Tourism Management, 11(3), 251–257. https://doi.org/10.1016/0261-5177(90)90048-E
  • Dickenson, V. (1993). The Economics of Museum Admission Charges. Curator: The Museum Journal, 36(3), 220–234. https://doi.org/10.1111/j.2151-6952.1993.tb00795.x
  • Dolan, R. J. (1995). How Do You Know When the Price is Right? Harvard Business Review. Retrieved February 10, 2018, from https://hbr.org/1995/09/how-do-you-know-when-the-price-is-right.
  • Frey, B. S. (2000). Arts & Economics: Analysis & Cultural Policy. Springer. Retrieved from https://books.google.com.tr/books?id=SJNQAAAAMAAJ
  • Frey, Bruno S. (1998). Superstar Museums: An Economic Analysis. Journal of Cultural Economics, 22(2), 113–125. https://doi.org/10.1023/A:1007501918099
  • Frey, Bruno S, & Meier, S. (2006). Chapter 29 The Economics of Museums. In V. A. Ginsburg & D. Throsby (Eds.) (Vol. 1, pp. 1017–1047). Elsevier. https://doi.org/https://doi.org/10.1016/S1574-0676(06)01029-5
  • Frey, Bruno S, & Steiner, L. (2012). Pay as you go: a new proposal for museum pricing. Museum Management and Curatorship, 27(3), 223–235. https://doi.org/10.1080/09647775.2012.701994
  • Goudriaan, R., & Van ‘t Eind, G. J. (1985). To fee or not to fee: some effects of introducing admission fees in four museums in Rotterdam. (V. L. Owen & W. S. Hendon, Eds.). Managerial Economics for the Arts. Akron, Ohio: University of Akron. Association for Cultural Economics.
  • Huntington, P. A. (1993). Ticket pricing policy and box office revenue. Journal of Cultural Economics, 17(1), 71–87. https://doi.org/10.1007/BF00820768
  • Kellner, M. I., Madachy, R. J., & Raffo, D. M. (1999). Software process simulation modeling: Why? What? How? Journal of Systems and Software, 46(2–3), 91–105. https://doi.org/10.1016/S0164-1212(99)00003-5
  • Kirchberg, V. (1998). Entrance Fees as a Subjective Barrier to Visiting Museums. Journal of Cultural Economics, 22(1), 1–13. https://doi.org/10.1023/A:1007452808105
  • Luksetich, W. A., & Partridge, M. D. (1997). Demand functions for museum services. Applied Economics, 29(12), 1553–1559. https://doi.org/10.1080/00036849700000031
  • Maddison, D., & Foster, T. (2003). Valuing Congestion Costs in the British Museum. Oxford Economic Papers, 55(1), 173–190. Retrieved from http://www.jstor.org/stable/3488877
  • Nagle, T. T., & E.Hogan, J. (2006). The Strategy and Tactics Of Pricing: A Guide to Growing More Profitably (4. Edition). Prentice Hall.
  • O’Hagan, J. W. (1995). National museums: To charge or not to charge? Journal of Cultural Economics, 19(1), 33–47.
  • O’Hare, M. (2009). Why do people go to museums? The effect of prices and hours on museum utilization1. Museum International, 27(3), 134–146. https://doi.org/10.1111/j.1468-0033.1975.tb01993.x
  • Parasız, İ. (1994). Micro Economics (5. Published house). Bursa: Ezgi yayinevi.
  • Phillips, R. L. (2005). Pricing and Revenue Optimization. Stanford, CA: Stanford University Press.
  • Rosen, S. (1981). The Economics of Superstars. American Economic Review, 71, 845–858.
  • Sert, F. (2014). Hava Durumunun Yapay Sinir Ağlari İle Kestirimi Ve Bulanik Mantikla Sınıflandırılması. Uludağ Üniversitesi.
  • Sezen, H. K. (2015). Topkapı Sarayı Müzesinin Gelirini Ençoklamaya Yönelik Giriş Bilet Fiyatı Belirlemek için Bir Model. U.Ü.İ.İ.B.F Dergisi.
  • Sezen, H. K., & Murat, D. (2008). Türkiye ekonomisine ilişkin faktör yoğunlukları ve çoğaltan katsayılarının belirlenmesi. In Dokuzuncu Ekonometri ve İstatistik Sempozyumu, Kuşadası (pp. 28–30).
  • Sezen, H. K., Sert Eteman, F., Eren Şenaras, A., & Kara, A. (2015). Müzelerde Gelir Yönetimi İçin Fiyat Farklılaştırması. Social Sciences Research Journal, 4(2), 216–224.
  • Sezen, H. K., & Tüzüntürk, S. (2010). Türkiye Ekonomisinin 2012 Yılına İlişkin Çoğaltan Katsayılarının Ve Faktör Yoğunluklarının Kestirimi. In 11. Ekonometri ve İstatistik Sempozyumu, Sakarya (pp. 28–30).
  • Steiner, F. (1997). Optimal Pricing of Museum Admission. Journal of Cultural Economics, 21(4), 307–333. Retrieved from http://www.jstor.org/stable/41810643
  • Varian, H. R. (1989). Chapter 10 Price discrimination. Handbook of Industrial Organization, 1, 597–654. https://doi.org/10.1016/S1573-448X(89)01013-7
There are 32 citations in total.

Details

Primary Language English
Subjects Finance
Journal Section Articles
Authors

Esma Birişçi 0000-0002-2963-650X

Hayrettin Kemal Sezen 0000-0001-7946-1384

Publication Date May 23, 2021
Acceptance Date August 17, 2020
Published in Issue Year 2021 Issue: 44

Cite

APA Birişçi, E., & Sezen, H. K. (2021). PRICE DISCRIMINATION FOR TOPKAPI PALACE MUSEUM IN TURKEY: VIP OR REGULAR ENTRANCE. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(44), 131-143. https://doi.org/10.30794/pausbed.676050
AMA Birişçi E, Sezen HK. PRICE DISCRIMINATION FOR TOPKAPI PALACE MUSEUM IN TURKEY: VIP OR REGULAR ENTRANCE. PAUSBED. May 2021;(44):131-143. doi:10.30794/pausbed.676050
Chicago Birişçi, Esma, and Hayrettin Kemal Sezen. “PRICE DISCRIMINATION FOR TOPKAPI PALACE MUSEUM IN TURKEY: VIP OR REGULAR ENTRANCE”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 44 (May 2021): 131-43. https://doi.org/10.30794/pausbed.676050.
EndNote Birişçi E, Sezen HK (May 1, 2021) PRICE DISCRIMINATION FOR TOPKAPI PALACE MUSEUM IN TURKEY: VIP OR REGULAR ENTRANCE. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 44 131–143.
IEEE E. Birişçi and H. K. Sezen, “PRICE DISCRIMINATION FOR TOPKAPI PALACE MUSEUM IN TURKEY: VIP OR REGULAR ENTRANCE”, PAUSBED, no. 44, pp. 131–143, May 2021, doi: 10.30794/pausbed.676050.
ISNAD Birişçi, Esma - Sezen, Hayrettin Kemal. “PRICE DISCRIMINATION FOR TOPKAPI PALACE MUSEUM IN TURKEY: VIP OR REGULAR ENTRANCE”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 44 (May 2021), 131-143. https://doi.org/10.30794/pausbed.676050.
JAMA Birişçi E, Sezen HK. PRICE DISCRIMINATION FOR TOPKAPI PALACE MUSEUM IN TURKEY: VIP OR REGULAR ENTRANCE. PAUSBED. 2021;:131–143.
MLA Birişçi, Esma and Hayrettin Kemal Sezen. “PRICE DISCRIMINATION FOR TOPKAPI PALACE MUSEUM IN TURKEY: VIP OR REGULAR ENTRANCE”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 44, 2021, pp. 131-43, doi:10.30794/pausbed.676050.
Vancouver Birişçi E, Sezen HK. PRICE DISCRIMINATION FOR TOPKAPI PALACE MUSEUM IN TURKEY: VIP OR REGULAR ENTRANCE. PAUSBED. 2021(44):131-43.