Research On Purchase Behavior Of Domestic Educational Tourism Products Based On Evolutionary Game

Since the Ministry of Education launched the pilot research project on educational tourism in primary and secondary schools in 2012,the opinions on promoting educational tourism for primary and secondary school students jointly issued by the Ministry of education and others in 2016 included educational tourism into the education and teaching plans of primary and secondary schools.Educational tourism has been highly valued by government departments and received extensive attention,and achieved certain results in the initial exploration process.However,there are still some problems in China’s primary and secondary school educational tourism market,such as imperfect market rules,uneven product quality and low market participation.In addition,people’s lack of understanding of research travel,there are still some obstacles to the promotion of research travel.In this context,based on the evolutionary game theory and system dynamics theory,this paper analyzes the interactive behavior mechanism of the two participants in the purchase behavior of the research market(referring to the supplier and the demander).And it discusses the important factors affecting the supplier’s investment and the demander’s purchase under the situation of government intervention or not,so as to provide theoretical guidance and feasible suggestions for promoting the development of the domestic primary and secondary school educational tourism market.Firstly,based on the collation and analysis of domestic and foreign literature,this paper summarizes the research status,research contents,research angles and research methods of educational tourism in previous research results.By reviewing the existing research,we can learn from the research experience and methods of scholars in the industry,and explore the shortcomings of the existing research,so as to guide the research direction of this paper.Combined with policy documents and literature,this paper defines the concepts of educational tourism and educational tourism purchase behavior subject,and uses evolutionary game theory and system dynamics theory as the theoretical framework of this paper based on the behavior characteristics of educational tourism purchase behavior subject.Secondly,by combing the development status of domestic primary and secondary school educational tourism market and the status of policy subsidies,this paper analyzes the promotion effect and existing problems of research travel.On this basis,the supplier and demander of the two main participants in the purchase behavior in the primary and secondary school research and learning market are extracted,their behavior is defined,and the influencing factors of their behavior are identified,so as to provide a theoretical basis for the parameter setting of the evolutionary game model.Thirdly,it constructs the evolutionary game model between the supplier and the demander under the situation of government or no government intervention,analyzes the stability strategy according to the income matrix,and analyzes and verifies each evolutionary equilibrium point through the stability analysis of Jacobian matrix.Then,Vensim ple is used for numerical simulation to verify the accuracy of the equilibrium point and deeply explore the key influencing factors of the strategy choice of the supplier and the demander.Finally,it summarizes and discusses the theoretical analysis of evolutionary game model and the simulation analysis results of system dynamics.It compares the development trend of primary and secondary school educational tourism market and the influence modes of main parameters under the two scenarios of government intervention or no intervention.It provides theoretical guidance for possible subsidy policies in the future.And it puts forward targeted countermeasures and suggestions for promoting the promotion of domestic primary and secondary school research travel.