Research On Cooperative Development Strategy Of Tourism Enterprise Based On Multilateral Evolutionary Game

Tourism is playing an increasingly important role in the development of China's national economic.But as the most important tourism market entity,tourism enterprises exist many problems such as ripping off tourists,vicious price competition and unstable cooperation of supply chain,which seriously hindered the stability and sustainable prosperity of the tourism.These problems relate to macro market regulatory environment and the management of tourism enterprises superficially,but in essence are the result of the complex game and unbalanced pattern of interests among government,tourism enterprises and tourists.How to realize the interests balance between the main body is the key to promote the sustained and healthy development of tourism enterprises.This paper establishes an evolutionary game model among tourism enterprises,tourists and governments aiming at the problem of tourist defrauding.The factors affecting the chosen and evolution of strategies of participators are analyzed.The conditions promoting the strategies of participators to stable state are given by model solving.Then the author analyses the current supervisory situation of China's tourism enterprises,and draw a conclusion that if tourism enterprises want long-term development in the face of increasingly stringent regulatory environment,the rational choice is integrity and regulated management.Afterwords,according to the strict tourism market regulatory environment,this paper explores the development strategies of tourism enterprises from the perspective of supply chain coordination and cooperation.An evolutionary game model among tourism suppliers,tour operators and tourists is established based on the analysis of relationships among participators in tourism supply chain.The factors affecting the chosen and evolution of strategies of participators are analyzed.The conditions promoting the strategies of participators to stable state are given by model solving.Then it comes the benefit balancing mechanism of different subjects of the game in tourism supply chain coordination.Then,the author studies the case of Kanghui travel agency,and analyzes its important measures for sustained development based on the understanding of its profile.It it is concluded that Kanghui adheres to legal and integrity management,and positive response to the tourism market regulatory environment.It also attaches great importance to the coordination and cooperation of supply chain and commits to creating the all channels integrated operator.Meanwhile,the supply chain coordination and cooperation behaviors are analyzed specifically from aspects of the cooperation of Kanghui with tourist attractions,transportation enterprises,hotels,and OTA enterprises.Finally,on the basis of of games and the case analysis,this paper connects with the practical situation and puts forward the suggestions from responses to tourism regulation of tourism enterprises and tourism supply chain coordination.In response to tourism regulation,tourism enterprises should strictly abide by the laws and regulations,and build internal credit system.In terms of tourism supply chain coordination,tourism enterprise shall establish a trust mechanism,set up an information sharing platform,establish a reasonable income distribution mechanism and make full use of the Internet technology.