Research On Overbooking And Coopration In Turisom Service Supply Chain

In the context of the rapid development global services economy, and with the industrial restructuring and upgrading which promoting the national economy Sustained and healthy development, Chinese enterprises has been breakthrough achieved by the resource competition to service competition in the international competition. The 18 th National Congress pointed out that we must implement innovation-driven development strategy to promote further economic growth, Modern service industries is an important measure symbol of the national production socialization and level of economic development; innovation has been promoting the development of service industries. Tourism is an important branch of the service industries, in the context of innovation-driven strategy and the universal application of the internet technology, innovation and cooperation in the service enterprises promote the formation of tourism service supply chain, as a result, the competition form is evolving from the competition among firms to the competition among tourism service supply chains based on collaborative and win-win principles. Meanwhile, the unique characteristics of service products promote taking overbooking strategy to sale their products in the sales process which complicates the operation model of service supply chain. Therefore, it is necessary for us to research the overbooking strategy and methods of cooperation of tourism service supply chains, and it has theoretical significance and practical value to the tourism service supply chain management.Taking tourism service supply chain as research object, based on the existing research results, we focus on researching the decision models and methods of cooperation of upstream and downstream enterprises(mainly for hotel and travel agency) in tourism service supply chain from marketing and operation angle. On the one hand, we try to expand the knowledge of tourism service supply chain management horizontally, i.e., from innovation model of main enterprises to competition decisions on operation angle in tourism service supply chain. On the other hand, we try to expand the knowledge of tourism service supply chain management vertically, i.e., from only consider the traditional physical travel agency to both consider the case of online travel agency. The main work and innovations of the dissertation are summarized as follows.(1) Considering the innovation-driven strategy, a variety of innovations of tourism services which produce variety new forms and new combinations in tourism service supply chain, in this context, it is necessary for us to research new forms of service products and new operation models of service provider(i.e. hotel) in tourism service supply chain, new form(i.e. the traditional physical travel agency and the online travel agency) and new products and new operation models of travel agency in tourism service supply chain, new demand characteristics of customers in tourism service supply chain. On this basis, a new and more modern properties structural model of tourism service supply chain is constructed under the information and network environment, and the channels choice of hotel room booking for visitors of all ages is quantitative analyzed by using multi-attribute decision analysis method.(2) Taking the optimal overbooking level of hotel in the pre-sale period as a research object. A mathematical model is constructed to determine the optimal overbooking level of hotel under conditions of complete information(i.e. the probability distribution information F(r) and f(r) of customers checking rate(r) are known), then the unit price of hotel rooms p, the unit rooms overbooking loss Δp, the remaining rooms of the late sales rate k after reservation and the checking rate r which impact on the optimal overbooking level are discussed. In the meanwhile, a mathematical model is also constructed to determine the optimal overbooking level of hotel considering under conditions of part information(i.e. the probability distribution information F(r) and f(r) of customers checking rate(r) are unknown, only know the mean and variance of distribution function), and the impact of various factors on the results are analyzed. The overbooking decision under part information is proved to have a good robustness by comparative analysis of expected return, income deviation of different mean μ and variance 2? when r as normal distribution and uniform distribution.(3) Taking a tourism service supply chains with a hotel and an online travel agency as a research object, the competition and coordination between hotel and online travel agency have been discussed with stackelberg game model. The rooms, repast and entertainment of hotel are sold to online travel agency, and these service products will be packed with combination traveling and simple traveling products and then sold to travelers. The stackelberg game model will adopt backward induction to solve problems, that’s to say, hotel plays a dominant role in the tourism service supply chain which decides price of the package travel products, the online travel agency as a follower will also develop appropriate price of the package travel products after hotel. Hotel can coordinate with online travel agency through centralized decision-making, and the results show that hotel will get more profits by enhancing travelers’ experience in the hotel and reducing operating costs of hotel.(4) The pre-sale period of hotel is divided into two stages, that’s the first stage and the second stage, a mathematical model which considering order cancellation and penalty fees is constructed to study the optimal reservation price in the two stages. On this basis, research on cooperation between hotel and travel agency. Firstly, considering decentralized decision-making, the optimal booking of travel agency and the optimal supplying amount of hotel are analyzed and decided. And then, considering centralized decision-making, hotel rooms with limited resources will be optimal allocated by adjusting the price discount rate(r) between hotel and travel agency, and also can ensure that each of the parties with vested interests, that is to maximize overall revenue and achieve win-win between hotel and travel agency.The above research results not only enrich the content of decision models of competition coordinating tourism service supply chain, but also promote the application rang of the decision models of competition coordinating tourism service supply chain, and provide more sufficient scientific evidence for decision makers of supply chain management.