A Study Of The Tourism Attractions’Channel Price Strategy In A Monopolistic Competition Situation

The popularization and application of Internet has come into being great change to the spread of information and the way of transaction, which made great significance to the distribution channels. Early competition between scenic spots incarnated with the spatial competition of resources. Then travel agencies have to make changes based on the demand of tourists and the market because of the appearance of the leading role of tourist accompany with more diversification and networking for distribution channels. Scenic spots also pay more attention to the channel management and the members from tourism supply chain. The purpose of this study is to investigate how scenic spots under monopolistic competition choose channel price strategy in order to maximize profits for their own.Firstly, the optimal channel price strategy is obtained based on the application of tourism supply chain and the simulation of Game Theory model for the decision process of scenic spots. Secondly, considering the status quo and tendency of tourism supply chain, the channel price strategy of scenic spots and their cooperation is investigated under the condition of the change of distribution channel structure, value-added service of travel agencies and the access of information of tourists respectively. Finally, the competition strategy of scenic spot is proposed from the aspects of vertical competition and cooperation of tourism supply chain based on the results of model and the operation practice of scenic spot.The implication indicates that differentiation of scenic spot products and the switching cost for tourists’preference are still the important factors to influence the price strategy of scenic spots, as well as the distribution channel structure, added-value service of travel agencies and the access of information of tourist. According to the result of theory model, scenic spots can achieve success in the competition by the provision of added-value service to meet the demand of tourists, by the integration with downstream members in tourism supply chain and horizontal cooperation to change its leading position, by strengthening the cooperation with distribution channel such as share the cost of added-value service and the access of information to improve the competitiveness for the whole tourism supply chain.Channel price of scenic spot as an important competition strategy is explored for the first time in the research area. The price strategy of price decision for scenic spot is obtained by analyzing the price decision setting from the perspective of tourism supply chain, and the simulation of realistic decision process using Game Theory, with the basis of behavior choice of tourist. This decision is more scientific because of the inclusion of the influencing factors in reality. Scenic spots choose the most appropriate method depending on their particular settings respectively, but the principles obtained from the theory model are general, and can make significance to the operation in reality for all scenic spots.