基于博弈論視角的新疆定制旅游利益相關(guān)者研究
發(fā)布時間：2018-10-14 20:57
【摘要】：繼2013年剛剛頒布的《中華人民共和國旅游法》實施后，魏小安對旅游行業(yè)的變革做出深思，他提出將來的旅游市場將會呈現(xiàn)六方面的發(fā)展態(tài)勢，第一、旅游行為普遍化，第二、旅游生活常態(tài)化，第三、旅游市場全球化，第四、旅游通行便利化，第五、旅游消費個性化，第六、旅游選擇精準化。由此可以看出，隨著社會的發(fā)展和時代的進步、生活水平的提升、受教育程度增高，交通等外部條件的改善使得旅游者對旅游的內(nèi)容和質(zhì)量的要求越來越高，旅游需求無論是規(guī)模、結(jié)構(gòu)還是出游方式都發(fā)生了翻天覆地的變化，由觀光旅游需求為主轉(zhuǎn)向多元性旅游需求，旅游者更加要求凸顯個性化。然而傳統(tǒng)的旅游方式常常犧牲個性，放大共性，沒有需求細分，以低標準和低成本為導向制定常規(guī)模式產(chǎn)品，已經(jīng)不能夠滿足大眾的旅游需求，逐漸被邊緣化。所以，在這個市場需求與供給出現(xiàn)偏差的時候，定制旅游成為大眾樂于接受的新產(chǎn)品，滿足了旅游消費者的個性需求。定制旅游是由旅游者全面深度參與、設計、創(chuàng)造，整個行程注重旅游者在旅行過程中的體驗和感受，從中獲得自身個性化需求的最大限度的滿足，并在過程中不斷適度調(diào)整的一條專業(yè)化和細致化道路。 定制旅游已經(jīng)逐步成為風靡全球的旅行方式，尤其在國外更加流行和時尚，由于它的特點是“量身定做”和“一對一服務”，并且由旅游者的愛好和意愿為主設計的產(chǎn)品，所以，目前這種旅游方式正在被越來越多的國內(nèi)旅游消費者所接納。在過去，將定制旅游視為高端旅游形式雖然利潤可觀，但是市場相對較窄，難以達到一定規(guī)模。而今，通過對旅游市場進一步細分來擴大市場容量，同時每一個游客的要求通常會因為經(jīng)濟能力的差異而不同，因此這種新興的旅游方式更加講求定制而非高端。本文以期深入探討博弈論應用于定制旅游，同時結(jié)合管理學中的利益相關(guān)者理論，將定制旅游的核心利益相關(guān)者界定為旅游者、政府和旅行社三方，通過對博弈論在旅游產(chǎn)業(yè)中的應用進行了回顧和分析，結(jié)合定制旅游在國內(nèi)外的發(fā)展狀況，建立定制旅游核心利益相關(guān)者之間的博弈模型，對新疆開展定制旅游過程中的利益相關(guān)者之間錯綜復雜的關(guān)系進行梳理與分析，，推導出政府的最優(yōu)化管理模式，為了讓定制旅游更加深入大眾生活，由高端化進入常態(tài)化，本文進一步求解分析，得出旅行社開展定制旅游的的高端和低端的經(jīng)營模式，探尋出定制旅游合理和最優(yōu)的利益實現(xiàn)方式，同時讓旅游消費者的效用最大化。
[Abstract]:Following the implementation of the "Tourism Law of the people's Republic of China" in 2013, Wei Xiao-an pondered over the changes in the tourism industry. He proposed that the tourism market in the future will show six development trends. First, tourism behavior will be generalized, and second, Tourism life normalization, third, tourism market globalization, fourth, travel facilitation, fifth, tourism consumption personalized, sixth, tourism choice precision. From this, we can see that with the development of society and the progress of the times, the improvement of living standard, the increase of education and the improvement of external conditions, such as transportation, tourists have higher and higher demands on the content and quality of tourism. Tourism demand has changed dramatically in terms of scale, structure and mode of travel. From tourism demand to diversified tourism demand, tourists need to highlight the individualization. However, the traditional tourism mode often sacrifices individuality, magnifies the common character, does not have the demand subdivision, formulates the conventional model product with the low standard and the low cost as the guidance, can not meet the mass tourism demand, gradually is marginalized. Therefore, when the market demand and supply deviate, custom-made tourism becomes a new product that the public is willing to accept, and meets the individual needs of tourism consumers. Custom-made tourism is fully and deeply participated, designed and created by tourists. The whole trip pays attention to the experience and feelings of tourists in the process of travel, from which to obtain the maximum satisfaction of their own personalized needs. And in the process of continuous and moderate adjustment of a professional and meticulous road. Custom-made tourism has gradually become a popular mode of travel all over the world, especially in foreign countries. Because of its characteristics of "tailor-made" and "one-to-one service", it is designed mainly by tourists' hobbies and desires. Therefore, at present, this kind of travel way is being accepted by more and more domestic traveling consumers. In the past, custom tourism as a form of high-end tourism, although profitable, but the market is relatively narrow, difficult to reach a certain scale. Today, by further subdividing the tourism market to expand the market capacity, and the requirements of each tourist will often vary according to the economic capacity, so this new tourism is more custom-made than high-end. The purpose of this paper is to explore the application of game theory to custom-made tourism, and at the same time to define the core stakeholders of custom-made tourism as tourists, government and travel agencies, combined with the stakeholder theory of management. By reviewing and analyzing the application of game theory in tourism industry, combining with the development of customized tourism at home and abroad, the game model between the core stakeholders of custom-made tourism is established. Through combing and analyzing the intricate relationship between stakeholders in the process of developing customized tourism in Xinjiang, the paper deduces the government's optimal management mode, in order to make custom tourism go deeper into the public life, from high-end to normalize. This article further solves the analysis, obtains the travel agency to carry on the custom tourism the high-end and the low end management pattern, explores the custom tourism reasonable and the best benefit realization way, simultaneously lets the tourism consumer's utility maximizes.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F592.7
本文編號：2271620
[Abstract]:Following the implementation of the "Tourism Law of the people's Republic of China" in 2013, Wei Xiao-an pondered over the changes in the tourism industry. He proposed that the tourism market in the future will show six development trends. First, tourism behavior will be generalized, and second, Tourism life normalization, third, tourism market globalization, fourth, travel facilitation, fifth, tourism consumption personalized, sixth, tourism choice precision. From this, we can see that with the development of society and the progress of the times, the improvement of living standard, the increase of education and the improvement of external conditions, such as transportation, tourists have higher and higher demands on the content and quality of tourism. Tourism demand has changed dramatically in terms of scale, structure and mode of travel. From tourism demand to diversified tourism demand, tourists need to highlight the individualization. However, the traditional tourism mode often sacrifices individuality, magnifies the common character, does not have the demand subdivision, formulates the conventional model product with the low standard and the low cost as the guidance, can not meet the mass tourism demand, gradually is marginalized. Therefore, when the market demand and supply deviate, custom-made tourism becomes a new product that the public is willing to accept, and meets the individual needs of tourism consumers. Custom-made tourism is fully and deeply participated, designed and created by tourists. The whole trip pays attention to the experience and feelings of tourists in the process of travel, from which to obtain the maximum satisfaction of their own personalized needs. And in the process of continuous and moderate adjustment of a professional and meticulous road. Custom-made tourism has gradually become a popular mode of travel all over the world, especially in foreign countries. Because of its characteristics of "tailor-made" and "one-to-one service", it is designed mainly by tourists' hobbies and desires. Therefore, at present, this kind of travel way is being accepted by more and more domestic traveling consumers. In the past, custom tourism as a form of high-end tourism, although profitable, but the market is relatively narrow, difficult to reach a certain scale. Today, by further subdividing the tourism market to expand the market capacity, and the requirements of each tourist will often vary according to the economic capacity, so this new tourism is more custom-made than high-end. The purpose of this paper is to explore the application of game theory to custom-made tourism, and at the same time to define the core stakeholders of custom-made tourism as tourists, government and travel agencies, combined with the stakeholder theory of management. By reviewing and analyzing the application of game theory in tourism industry, combining with the development of customized tourism at home and abroad, the game model between the core stakeholders of custom-made tourism is established. Through combing and analyzing the intricate relationship between stakeholders in the process of developing customized tourism in Xinjiang, the paper deduces the government's optimal management mode, in order to make custom tourism go deeper into the public life, from high-end to normalize. This article further solves the analysis, obtains the travel agency to carry on the custom tourism the high-end and the low end management pattern, explores the custom tourism reasonable and the best benefit realization way, simultaneously lets the tourism consumer's utility maximizes.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F592.7
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