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Abstract The price of tour products is rising at random, which becomes a big headache of a lot of visitors, and hence, complaints arise. However, the tour industry is still eager for action as before, continually making strategic markup. Actually, as a key part of the tour products, prices relate to the theoretical problem of the tour industry-according to what standards the value of the tour products should be measured. It is well-known that the tour products, whose value exists in the process of transmission, are not physical products, since no physical product delivery occurs in this process. Therefore, the traditionally-accepted theories, such as "the worth quantity of the commodity is decided by the social necessary labor-time", "commodity exchanges are based on the equal value", and "the price fluctuates around the value of the products", to name a few, are all apparently implausible. How the visitors really feel is the crucial factor to decide the value of the tour products. The deeper impressions the visitors have when traveling, the greater the value of the tour products will be. Thereby, it follows Mr. Liu's law of perspiration. That is to say, in the process of traveling, the impressions that the visitors have got directly influence the prices of the tour products. The more difficult the traveling tasks are, the more value they will have; the more special, the more value they will have; the more individual, the more value they will have; the more labor, time, money and energy the products involve, the more value they will be considered to have. And using the law, we can easily to explain whatever the landscape beauty or not, only it is different from others, it will have value to visitor. Nevertheless, how the visitors feel is purely a subjective mental experience, a direct reflection of human social, economic and cultural backgrounds, and the embodiment of human civilization in specific areas. Therefore, it is not easy to measure. It is a must that certain new methods should be devised for these tour products, we must use the psychometry methods to decide the price of tour product, that is say visitor must use the think that could feel the value of district commodities.
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Received: 08 January 2009
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2009, Vol. 24 
