旅游目的地景区间合作营销博弈分析

Game analysis of co-marketing between tourism destination areas

文章在制造业供应链横向合作模型基础上,结合旅游产品特点及不同景区(市场)特点,构建多阶段博弈模型,对旅游目的地景区间合作营销经验做出理论验证,并给出相应的管理启示。结果表明,当2个景区选择合作时,促销成果、利润及游客人数都比不合作时要高,即合作带来更大的效益。

In light of the model of horizontal cooperation in manufacturing sectors,a multi-stage game model is constructed based on the characteristics of various scenic areas（markets） and different tourism products,which makes a theoretical verification for the practice of co-marketing between the tourism destination areas.The corresponding management strategies are also given.The result shows that when the two scenic areas cooperate with each other,their promotion results,profits and the numbers of visitors are more than those in the non-cooperation situation,indicating that the co-marketing is much more beneficial.