摘要
在考虑景区主动承担社会责任的背景下,构建由景区和旅行社组成的两级旅游供应链,运用Stackelberg博弈理论研究景区承担社会责任对旅游供应链定价策略、旅游供应链各方利润以及旅游供应链整体利润的影响。研究结果表明:集中式决策下旅游供应链的整体利润随景区承担社会责任系数的增大而减少,分散式决策下旅游供应链的整体利润随景区承担社会责任系数的增大而增加,集中式决策下旅游供应链的整体利润先是大于分散式决策下旅游供应链的整体利润,随着景区承担社会责任系数的增大,分散式决策下的旅游供应链整体利润大于集中式决策下旅游供应链的整体利润;随着景区承担社会责任系数的增大,集中式决策和分散式决策下的旅游产品的销售价格均会下降,且集中式决策下的销售价格低于分散式决策下的销售价格;分散式决策下,整条旅游供应链上的利润分配逐渐由景区划分到旅行社,景区的利润逐渐减少,旅行社的利润不断增加;收益共享契约能够实现旅游供应链的协调,当收益共享系数在一定范围时,收益共享契约的实施能够促进景区承担社会责任,促进景区与旅行社之间的合作,促进旅游产品需求增加、销售价格降低,从而能够有效地提高旅游供应链的效率。
Considering the social responsibility of scenic spots,a two level tourism supply chain composed of scenic spots and travel agencies,two pillars in the development of tourism industry is constructed.Using Stackelberg game theory,the impact of scenic spots'social responsibility on the pricing strategy of tourism supply chain,the profits of all parties and the overall profits of the tourism supply chain is studied.It is shown that:The overall profit of tourism supply chain under centralized decision-making decreases with the increase of the social responsibility coefficient of scenic spots,but the overall profit of tourism supply chain under decentralized decision-making increases,and in the beginning the former is greater than the latter,while,with the increase of the coefficient of social responsibility of scenic spots,the latter will be greater;With the increase of the coefficient of social responsibility of scenic spots,the selling price of tourist products will decrease under both centralized and decentralized decision-making,and meanwhile the former price is lower;Under decentralized decision-making,the profit of the whole tourism supply chain is gradually distributed more to travel agencies than to scenic spots;Coordination of tourism supply chain can be achieved with income sharing contract,which,when the income-sharing coefficient is within a certain range,can promote the social responsibility of scenic spots,the cooperation between scenic spots and travel agencies,and the demand for more tourism products and lower sales prices,and,effectively improve the efficiency of tourism supply chain.
作者
石松
唐佩
赵宝华
SHI Song;TANG Pei;ZHAO Baohua(Tourism College,Hunan Normal University,Changsha 410081,Hunan,China)
出处
《信息与管理研究》
2022年第2期29-38,共10页
Journal of Information and Management
基金
湖南省社科成果评审委项目(XSP18YBC215)
湖南省教育厅优秀青年项目(18B048)。
