摘要
近年来,宰客事件愈演愈烈,成为旅游市场的顽疾之一。文章运用基于多智能体建模方法,融合多源数据,从微观异质性游客决策过程和游客-目的地间交互作用的视角,构建游客目的地选择模型,在此基础上对比研究了不同力度的信息策略和价格策略的市场恢复效果及其动态演化趋势,并探讨了恢复策略的组合优化问题。研究发现,信息策略的恢复效果随时间演化呈现先下降后上升的“U”形变化趋势,并且在不同媒体关注度和游客信息涉入度的宰客事件中,信息策略的实施效果呈现显著的差异性。价格策略在时间维度上的恢复过程较为平稳;当两种策略同时实施时,信息策略对不同力度价格策略恢复效果的差异存在放大效应,并且能使旅游市场提前回温。
As a mainstay of the economy,tourism plays an increasingly important role in promoting economic growth and employment.However,though tourism overall is booming,it is increasingly affected by various uncertain risk factors.Tourism is affected by external emergencies and also threatened by crises caused by internal factors of tourism.In recent years,the phenomenon of overcharging tourists has become increasingly common in China,and it is a severe problem in the tourism market.The rapid spread of information about overcharging arouses a large-scale public response,and the damage rapidly increases.The government has to make related decisions quickly.Time restraints,great social pressure,and the high cost of trial-and-error solution create problems for tourism crisis management.Therefore,how to adopt a systematic,effective strategy to restore the tourism market as soon as possible after overcharging tourists is an urgent problem to be solved in this regard.Using agent-based modeling,a simulation method,and data from various sources,this paper develops a model for tourist destination selection from the perspectives of micro-heterogeneous decision making and tourist-destination interactions.We used NetLogo software to simulate the model and show the dynamic recovery process of the destination.In that way,we compared market recovery effects and the dynamic evolution trends for different levels of information strategies and price strategies.We also discuss optimization of combined recovery strategies.The following findings emerged.First,the recovery effect of information strategies showed a U-shaped trend over time.The effect of information strategies displayed significant differences under different conditions of media attention and tourist information involvement.When overcharging cases receive high media attention and high tourist information involvement,a high-degree information strategy better promotes recovery of the tourism market.By contrast,when overcharging cases receive a low degree of media attention and touri
作者
范春梅
武晓潇
袁韵
FAN Chunmei;WU Xiaoxiao;YUAN Yun(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)
出处
《旅游学刊》
CSSCI
北大核心
2020年第8期48-60,共13页
Tourism Tribune
基金
教育部人文社会科学基金青年项目“基于动态演化视角的地震灾后景区游客恢复机理和赢回策略研究”(18YJC630028)资助。
关键词
旅游宰客
多智能体建模
市场恢复
动态演化
overcharging tourists
agent-based model
market recovery
dynamic evolution
