Study On Building The Travel Agency’s Trust System Based On Game Theory

The end of the20th century, the relationship marketing has gradually entered thescholar’s research field, the research on social trust system has become one of thefocuses of the field. In the tourism industry, the lack of good faith in travel agencieslead to a vicious competition of tourism enterprises，and adverse selection in a certainextent, increased confusion in the tourism market. Based on this background, thispaper through the perspective of game theory to study on the trust relationshipbetween travel agencies and stakeholders, it can provide countermeasures andsuggestions on establishing travel agency trust system，also has the referencesignificance for domestic travel agency, as a double meaning of theory and practice toregulate the tourism market management and improve the travel agency’s trustsystem.In this paper, through the analysis of related literature about trust issues indomestic and international travel agency, defines the core concepts of trust, gametheory and stakeholder. On this basis, constructing a dynamic game model of travelagencies of trust system: Through the game analysis of travel agency and stakeholdergroups under the condition of asymmetric information and trust, to establish theinfluence factors of trust system of travel agency, to build four layers of travel agencytrust system, they are the credibility of travel agencies, travel agency customerrelationship management, the supervision of the government, Tourism enterprises injoint venture. Secondly, taking the city of Zhengzhou travel agency as an example,through interview the travel agency responsible person and survey the tourist group,to verify the26indexes above four systems subdivision.According to the game analysis and empirical study above, the paper draws thefollowing conclusions:(1) To set up the travel agency trust system, governmentdominated.(2) to improve the service quality of travel agency, should always focus onthe needs of the tourists.(3) To establish the credibility of travel agencies, canstrengthen self-discipline of travel agency.(4) Because of the risk of travel agents,travel agents and travel agency cooperation needs the standard. The article points out,to construct the travel agency and trust system, we should do these things: strengthenthe system construction, improve the relevant laws; pay attention to theemotional communication, attach importance to the customer management; thepursuit of the good faith management, enhance service quality; strengthen riskmanagement, strengthen the partnership. At last, put forward the innovation、deficiencies and prospect of this study.