旅游市场促销的帕累托最优条件及实施模式评价

Pareto Optimum Condition of the Tourist Market Promotion and Evaluation of Implementation Mode

本文运用纯公共品的帕累托最优条件解释旅游市场促销中旅游部门的经济行为,探讨在现实经济中使得市场促销主体效用最大化的条件。应用旅游市场促销供给的最优效率条件,评价旅游市场促销实施模式,提出政府部门主导模式和私人部门主导模式存在着“搭便车”和公共品供给不足的帕累托无效配置,而这两种模式的组合形式,即政府与私人部门合作的协调模式却存在帕累托改进,依据协调模式可构建一个新型旅游市场促销管理组织结构,建议旅游行业协会以更有效的方式为实现旅游市场促销主体的合作行为提供服务。

The paper explains the tourism firms＇ behavior on the tourist marketplace promotion with the help of the theory of Pareto optimum condition of the pure public product. By applying the efficient condition of the supply of the tourist marketplace promotion to evaluate the government-oriented and the private sector- oriented modes, the paper holds that one mode alone offering the tourist marketplace promotion can lead to Pareto inefficiency, but the combined modes of the government and the private sector can achieve Pareto improvement. Based on the combined modes, a new management structure of the tourist marketplace promotion can be designed. The paper also suggests that tourism trade association should play an efficient role in the tourist marketplace promotion.