| With the rapid development of online travel services,more and more scholars are studying this emerging field.However,there is a lack of research on the quality of online travel supply chain services,and qualitative research is the main focus.A small amount of quantitative research focuses on unilateral research of price or service quality.However,it is rarely to incorporate price and non-price factors into the analytical framework,and conduct dynamic quantitative research from the perspective of the game members of the tourism service supply chain.Therefore,based on the dynamic changes of online travel service supply chain service quality,this thesis uses differential game model to integrate the service quality,advertising efforts and sales price of online travel service supply chain members into an analysis framework to further enrich online travel supply chain services quality decision research.Based on the realistic background of the perceived quality of visitors' services,which is influenced by the service quality of each node in the online travel supply chain system,this thesis constructs an online travel supply chain consisting of an online travel platform(OTA)and an online travel service supplier(TS).Assume that the market demand for tourism service products is affected by both price factors and non-price factors.Non-price factors include TS brand image and user perceived service quality.TS brand image is also subject to TS service quality efforts and OTA advertising efforts,the user perceived service quality is affected by the OAT service quality effort level and the TS service quality effort level.Based on the long-term and dynamic characteristics of online travel supply chain,the differential game model is used to describe the TS brand image and user perceived service quality.This thesis analyzes the equilibrium decision of online travel supply chain related members,and analyze the impact of wholesale price on the equilibrium decision of the members of the supply chain and long-term profit.It is proved that under the cooperative cooperation game,the members of the online travel supply chain have the highest balanced service quality and the long-term profit of the supply chain.The two parties can achieve “double Pareto optimization” if they formulate an agreement before cooperation.On this basis,with the increase of wholesale prices,TS's impetus to improve service quality efforts and advertising efforts to subsidize costs are growing.Further,the fourth chapter and the fifth chapter respectively expand the two aspects of service quality decision-making research.The fourth chapter considers under the reference effect of TS service quality,the equilibrium decision of each member of online tourism supply chain and the change of long-term profit;The fifth chapter considers the equilibrium decision of each member of online travel supply chain and the change of long-term profit under the synergistic effect between TS service quality and OTA service quality,and analyzes the changes of the equilibrium strategies and long-term profits of the relevant members of the online tourism supply chain under decentralized decision-making and centralized decision-making under the influence of the two effects.The study found that when there is TS reference service quality,the TS service quality effort level will increase,and the increase will decrease with the increase of memory parameters,while the OTA advertising promotion effort level will decrease,and the OTA service quality effort level will be reduced.The OTA service quality effort level is not affected by the quality of the TS reference service;When there is a synergy between TS service quality and OTA service quality,the balanced service quality effort level of TS and OTA will not only be affected by its marginal profit but also by the marginal profit of the other party;At the same time,the existence of synergy will increase the willingness of the various partners in the online tourism supply chain to cooperate. |
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