供应链视角下旅游者权力研究

Study on Tourist' Power under the Perspective of Supply Chains

文章借鉴渠道权力的定义,对供应链中旅游者权力进行了定义。在社会权力、渠道权力和消费者权力研究的基础之上,进一步将旅游者权力分解为奖惩权、合法权、被赋权、信息权和专家权,并根据权力行使机制和权力来源对其进行了分类。由于行权障碍等因素的存在,旅游者实际的影响力不仅受旅游者基础权力影响,还受到行权能力与行权意识的影响。由此得出旅游者实际权力公式,并分析了旅游者权力的影响因素。最后,提出应该突破以往供应商—中间商的二元分析结构,将旅游者纳入旅游供应链的研究中。

With the help of the definition of channel power,the paper tries to make a definition of tourists＇ power in supply chains.Based on the study of social power,channel power and consumers＇ power,the paper further decomposes tourists＇ power into reward and punitive power,legitimate power,endowed power,information power and expert power and classifies their power in accordance with power exercise mechanism and power sources.Due to factors such as barriers during power exercise,the practical influence of tourists is not only affected by their basic power,but also by the ability of power exercise and power awareness.Hence we obtain tourists＇ actual power formula and analyse the affecting factors of tourists＇ power.Finally,we suggest the former supplier-middleman dual analytical structure should be broken through and tourists should be included in the study of tourism supply chains.