Research On The Coordination Of Cooperation In Tourism Supply Chain Based On Product Differentiation

There have been remarkable effects in Chinese tourism for more than thirty years of development. It has played an important role in economy, society, culture and environment. However, in comparision with the foreign tourism development, domestic tourism has been still in the primary level, tourism enterprises and tourism market have been far from standardized, and many problems have needed to be resolved. Moreover, theoretical Study of China's tourism lags far behind the practice. Therefore, this thesis selected tyjpical problems, such as the tourism product homogeneity and the interests-conflicts among tourism enterprises to undertake a study. It is hoped to provide travel managers and practitioners some reference.The tourism product homogeneity and the interests-conflicts among tourism enterprises have been always the bottle in tourism market. The tourism product homogeneity makes profitability of tourism enterprises not only decreace whole but also viciously complete in low price. At the result, some conflicts have been gradually aggravated; brokerage. They make chain debts, moral hazard and adverse selection be full of the whole tourism market. Moreover, the tourism product homogeneity and the interests-conflicts among tourism enterprises affect each other.This thesis introduces tourism product differentiation into cooperation and coordination in Tourism Supply Chain. When the tourism product differentiation is researched, at the same time, the cooperation and coordination among tourism enterprises are considered; when coordinating the conflicts amongtourism enterprises, at the same time, incentive mechanism is design to make every tourism enterprise differentiate the tourism product. On the basis of structing Tourism Supply Chain, trust, coordinating and incentive are further researched adopting the tools of differentiation theory, game theory, principle-agent theory and so on.The main content of each chapter is as follows combing through the research literature at home and abroad.⑴Analysis of tourism product differentiationThe basice concept and unique characters of tourism product are firstly discussed. Then the manifestations and causes of the tourism product homogeneity are analysed. Based on the previous studies, the way of the tourism product differentiation is proposed. This part reflects the research idears in thesis and provides a theoretical basis for next research.⑵Construction of the Tourism Supply Chain modelThe cooperation members in Tourism Supply Chain are fistly investigated according to the stakeholder theory. Secondly Tourism Supply Chain based on the core travel agency is structed combining the characters of tourism product. Finnaly, some problems to be coordinated are refined in cooperation of Tourism Supply Chain through analyzing its operating ambient, such as trust coordination, interests coordination and incentive coordination. What is more, it is related to the tourism product differentiation in each type of coordination.⑶the coordination of cooperation in Tourism Supply Chain based on product differentiation①Trust coordination.Trust coordination is the base in cooperation of Tourism Supply Chain. Fist trust cooperation is emphasized in Tourism Supply Chain. Second the factors, such as penalty system, prestige and so on, are evalugated to how affect the tust among the members in Tourism Supply Chain by the game models. Finally, strategies of trust cooperation in Tourism Supply Chain are proposed based on the tourism product differentiation from trust formation, trust development and trust control.②Interests coordination.Interests coordination is the core in cooperation of Tourism Supply Chain. In the condition of information symmetry, the homogeneity model is analyzed; coordination strategies about the tourism product differentiation are discussed based on the original model through introducing value-added services variables. In the condition of information asymmetry, when differentiation provide is uncertain coordination strategies are discussed with the signal game.③Incentive coordination.Incentive coordination is the the effective control method in cooperation of Tourism Supply Chain. Conflicts, moral hazard and adverse selection in Tourism Supply Chain are fistly analyzed with principle-agent theory. Then touriam government and core enterprises design different incentive mechanisms to encourage tourism enterprises and tour guides to conduct product differentiation in order to relieve conflicts in Tourism Supply Chain.