Research On Game Behavior Of Ecosystem Members Of Smart Tourism Platform From The Perspective Of Value Co-creation

In the report of the 20 th National Congress,General Secretary Xi Jinping pointed out that China’s economic strength has achieved a historic leap.The deep integration of digitalization and tourism industry has built a smart tourism platform ecosystem with the tourism platform as the core and achieved rapid development.The smart tourism platform ecosystem is composed of three main bodies: the tourism factor provider,the tourism platform and the tourism demand side.The number of tourism service platforms and tourism factor providers increases,and the tourism demand side also presents diversified,hierarchical and personalized tourism service demands,which makes the relationship within the smart tourism platform ecosystem complex and the competition intensifies.At the same time,in a related subject interests involved in the operations of ecosystem,the factors of tourism providers and tourist island’s ping how to better meet the demand of consumers,promote multiple main body participation create value,gain wisdom tourism platform the high quality of the ecosystem sustainable development has become an important concern to managers.Therefore,this paper takes the smart tourism platform ecosystem as the research object and studies the selection of multi-subject value cocreation strategy.Based on the theory of service dominant logic and value creating,The evolution trend and influencing factors of game behavior of smart tourism platform members in the ecosystem under the leadership of different players are studied.First of all,using the ecosystem service dominant logic construct wisdom tourism platform and value to create a bridge between,theoretically analyze the wisdom tourism platform within the ecosystem value to create interactive mechanism and integrating mechanism,to reveal the wisdom tourism platform multiple main body participation within the ecosystem value creating motivation;Secondly,using the ideas and methods of evolutionary game theory,this paper analyzes the value co-creation behavior of members in the smart tourism platform ecosystem dominated by different stakeholders by evolutionary game analysis,and simulates the model with Matlab.Through the island’s dominant value creating behavior evolution simulation results analysis shows that the current wisdom tourism platform value creating mechanism of ecosystem is flat island’s dominant incentive value of supply and demand both sides involved in creating,participated in the supply of selective factors of value creating and tourism demand of ecological system of selective rely on the wisdom tourism platform in the dynamic game process of constant evolution of collaborative.In the smart tourism platform ecosystem,the income distribution ratio between the platform and the tourism factor supplier and the rewards and punishments of the platform to the tourism factor supplier have a decisive impact on the value co-creation.Through the platform user side dominant value creating behavior evolution simulation results analysis shows that the value of the ecosystem to create the wisdom tourism platform,in the process of various interest related main body behavior strategy will receive a variety of influence factors,the influence of and in the process of evolution,platform of user behavior strategy will interact to influence each other,In other words,when one of the stakeholders constantly adjusts the behavioral strategy in the process of pursuing the maximization of their own interests,the other stakeholder may change and adjust their choice of behavioral strategy due to the change of species.This paper reveals the inherent mechanism of value co-creation of the smart tourism platform ecosystem and provides a theoretical basis for the high-quality sustainable development of the smart tourism platform ecosystem.It provides theoretical basis and countermeasures and suggestions for all stakeholders to carry out value activities in the smart tourism platform ecosystem,provides guidance for platform enterprise strategy formulation,improves the awareness of both supply and demand to participate in value co-creation,and provides support for the high-quality sustainable development of the system.