基于旅行社声誉影响的导游激励契约设计

Tour Guide Incentive Contract Design Based on Travel Agency Reputation

导游的服务质量直接影响旅行社的声誉,而旅行社声誉反过来作用于导游的绩效,如何激励导游努力提高服务质量是现今旅行社面临的难题。从委托代理理论的角度对导游激励契约问题进行研究,针对导游绩效受旅行社声誉影响的特点,引入声誉函数,设计了一种考虑旅行社声誉因素的激励契约。结果表明:良好的旅行社声誉对提高导游绩效、提升服务质量有积极的意义,对旅行社的长远发展至关重要。

Tour guide＇s service quality directly affects the travel agency＇s reputation, whereas the travel agency＇s reputation reversely acts on the guide＇s achievements. The problem of the travel agency is how to motivate the tour guides＇ effort to improve the service quality. Studies the guide incentive contract from the perspective of principal-agent theory, and in view of the features of guide＇s achievements influenced by travel agency＇s reputation, introduces reputation function and designs an incentive contract considering the factors of travel agency reputation. The results show that a good travel agency＇s reputation has positive significance to improve tour guide＇s achievements and promote service quality, and it is critical to the travel agency＇s long-term development.