ABSTRACT

This study examines the price competition, experiential quality and online marketing decisions of a tourism supply chain, consisting of a tourism operator and two online retailers. The equilibrium solutions and the conditions for unique optimal solutions are derived in three supply chain strategies. This study also investigates performance improvement measures, including the operator’s involvement in online marketing and online reviews for quality improvement. An experimental analysis is conducted to compare supply chain performance and provide tourism managerial insights. The investigation provides a reference for tourism policies that could assist in improving experiential quality and operation performance.

摘要

本研究考察了由一家旅游运营商和两家在线零售商组成的旅游供应链的价格竞争、体验质量和在线营销决策。均衡解和唯一最优解的条件是在三种供应链策略中导出的。本研究还调查了绩效改进措施，包括运营商参与在线营销和在线评论以提高质量。进行实验分析来比较供应链绩效并提供旅游管理见解。该调查为旅游政策提供参考，有助于提升体验质量和运营绩效。