E Times The Tourism Industry Vertical Trading Relationships

This thesis foucus on vertical relationship of tourism industry , revealing those important factors and the organism that these factors do to the strategic vertical relationship decision process on basis of "e" era . It offers firms of tourism industry with an practical theory to guide their vertical decision .In vertical relationship decision analysisbased on traditional industrial organization, the factors are cost of production,demand, industrial orgnization structure,firm's competitive behavior which decide whether a firm integrates or not. New institutional economics abtracts transation cost,asset specificity, property rights structure,uncertainty,contract incompletion to decide integration. It is a normal sheme. Question exists because it's general speaking cannot explain special industy in secial technology era such as tourism industry . This thesis gives detailed research of the vertical matters of tourism induatry not only with new institutional economics,but also with basic review of value chain of this industry.In aspect of industry border, tourism industry has its particular characterise. Multiple industrial orgnization structure locates in different places on the value chain. When internet comes, the factors that decide the vertical relationship decision of tourism industry are two things: inherent factors and external factors. Inherent factors include synergy of customer net knowlegy,electronic reservation system, vertical convertible brands and reputation,vertical e-constraints , all of these are under control of the firm itself. External factors are vertical barriers,horizental industrial organization structure, and market risks, which are all beyond firm's objective control. The decision process of vertical relationshiop is a energetic processs of strategic adaptability.