Research On Coordination For Tourism Service Supply Chain

Along with the development of economy, the life rhythm is becoming increasely fast. Modern people faces more and more pressure from work and competition. As an effective leisure method, tourism plays an increaly important role in our life.Tourism supply chain is constructed to satisfy the need of travelors, the structure of tourism supply chain is comprised of, including food enterprise, residential enterprise, transportation enterprise, sightseeing enterprise, shopping enterprise and entertainment enterprises (functional service provider), travel agency (service assembler) and traveler. Due to the intangible property of tourism product, tourism supply chain has many unique characteristics compared to traditional supply chain. Based on the analysis of tourism supply chain structure and tourism product, from the perspective of traveler's utility, the product combination of tourism supply chain is studied. The conclusion can be used in the product decision procedure of travel agency.Tourism supply chain is composed of several principal-agent relations; the possible problems in principal-agent relation make tourism supply chain confront many management problems. Basing on analyzing the operational mode of tourism supply chain, the principal-agent relation between travel agency and tourism enterprises and trust issue between travel agent and travelers are pointed out, corresponding model are constructed. The reason of principal-agent problems are pointed out which could be used in avoiding principal-agent problems.In order to improve the total performance of tourism supply chain and improve the performance of supply chain members, there exist many kinds of coordination methods between supply chain members. Based on analyzing the operation mode of tourism supply chain with or without option contract, tourism supply chain is abstracted as a principal and an agent. Tourism supply chain decision model is established based on the principal-agent relation. The influence of agent's decision on principal's decision and environment factors on supply chain decision is analyzed. By comparing the decisions with contract to decisions without contract, the efficiency of contract coordination is illurstrated.Affected by many factors, emergencies are common to tourism supply chains. On analyzing the features of tourism demand and tourism supply, the factors that influence tourism supply and tourism demand are pointed out, the necessity of emergency study is explained. Combining the model in chapter 4, the influence of different emergency on tourism supply chain decision is illurstrated. By comparing the profit of tourism supply chain with option contract and without option contract, the efficiency of option contract in replying emergencies is testified.Finally, Comfort travel agency is adopted as an empirical subject. After getting to know the basic information of Comfort Travel Agency, the products is summarized and analyzed. From the aspects of price and content variety, existing tourism product can fulfill the demand of different travelers. When considering cooperation, Comfort Travel Agency has a strict and formal cooperation procedure, the efficient exam and information collecting method can effectively reduce the possibility of principal-agent problems.