Research On Coordination Of Tourism Supply Chain Under The Network Environment

The rapid development of Internet technology has had a profound impact on the business model of service-oriented enterprises and the consumption patterns of residents.As a typical representative of this service innovation,tourism has made great breakthroughs in the growth of market scale in recent years.In order to gain greater advantages in an increasingly competitive market,tourism companies often share risks revenue rely on stable cooperation between supply chain members.However,because of the comprehensiveness and interdependence of the products,when any node company has an error or the service satisfaction is not ideal,it will cause the destruction of the the supply chain stability and the reduction of benefits.Therefore,this paper studied the relationship between different members of the tourism supply chain under the network environment,in order to provide a certain reference value for the efficient operation of the tourism industry and the stable cooperation of the tourism supply chain.Firstly,through the literature research and comparative analysis method,the membership structure of the tourism supply chain was combed,including tourism providers,travel integrators and tourists.Among which tourism suppliers and travel integrators belong to the supplier of tourism services.The membership and characteristics of the tourism supply chain was expound.The supply chain models with travel agencies,tourist attractions and online travel agents as the core enterprises were sorted out.The competitive advantages of online travel agents was analyzed,the operation mechanism of online travel market was expounded,the research value of online travel supply chain model was established.The phenomena and causes of conflicts of benefit and cooperation between different members of the online travel supply chain were summarized,and the main research topics of the thesis were clarified.Then,the guiding role of value co-creation theory on the coordination of online tourism service providers and tourists was studied by qualitative analysis method,.The field and mechanism of tourism service value co-creation was combed,the tourism service provider can help tourists realize the co-creation of exchange value,use value and situation value of tourism service in the fields of tourism service production,consumption and interaction.The UGC-led online travel market structure was analyzed,including tourists,travel UGC websites,online travel agents and travel providers.The online travel supply chain model was optimized,based on tourism resources invested by tourists,including their time,energy,knowledge,experience,etc.,tourism service providers helped visitors to create tourism value in the front,middle and back of the tourism service,and in the production,interaction and consumption of multiple fields by improving the infrastructure of tourism services,providing interactive platforms and creating co-creation situation.Finally,the cooperative mechanism of “special package” bundled strategy for tourism service providers under the revenue sharing contract was quantitatively studied by game theory.The profit model was built in which online travel agents adopt a bundled sales strategy and separate sales strategies when two different types of travel suppliers sold two different travel products on the platform.The inverse induction method was used to calculate the price equilibrium solution of online travel agents and travel suppliers,and the valid condition for online travel agents to adopt bundling sales strategy was explored.The results show that the “special package” type of bundled sales strategy on the platform whether can be adopt by online travel agents and travel service providers is related to the value of revenue sharing coefficient,when the revenue sharing coefficient takes a smaller value or a larger value,the online travel agent will adopt a separate sales strategy;When the value of the revenue sharing coefficient is located in an intermediate area,the online travel agents can adopt a bundled sales strategy to maintain their competitive advantage,promote a win-win relationship with travel suppliers,and improve visitor welfare.