Abstract: Considering that the sensitivity of unit time value varies with the age of tourists, the pricing of tourist buses is studied. Aiming at a competitive tourist transportation system with cars and tourist buses, combined with the travel cost, the revenue model of tourist bus company is established in the assumption that the unit time value of tourists at different age stages has different linear relation with age. The impact of different proportion of tourists and the change of value coefficient per unit time on pricing and revenue is discussed. The study shows that when the proportion of adult tourists and the unit time value coefficient are increased, the optimal pricing and optimal revenue show a downward trend. Ticket prices can be adjusted reasonably according to the characteristics of passenger flow in different seasons. And more tourists can be attracted by reducing the cost of travel time in order to get better benefits.