考虑成本分担的旅游O2O供应链服务质量决策

Service Quality Decision-making in Tourism O2O Supply Chains Considering Service Costs-Sharing

服务质量是旅游O2O供应链可持续发展的根本,游客在线购买偏好不仅取决于线上购买环境和网络平台品牌,同时也受到线下服务体验的影响。基于此,研究在初始需求的基础上引入在线旅行社(online travel agency,OTA)和旅游供应商(tourism supplier,TS)双方服务质量和OTA品牌形象对客源市场的影响,形成旅游O2O供应链的需求函数;考虑多周期连续合作中双方服务对OTA品牌的提升作用,文章构建了线下服务成本共担的两主体微分对策博弈模型。通过不同博弈条件下的均衡结果对比和算例分析,发现OTA和TS最优服务质量决策与成本投入、边际收益及服务对需求的影响有关;服务成本分担契约与协同合作均优于非合作独立决策状态,能够有效引导TS提供高质量线下体验服务,并改善旅游O2O供应链参与双方的收益和系统总收益。其中,在服务成本分担契约下,TS和OTA之间的边际收益关系影响双方收益的改善效果。

With the rapid development of Interact and information technologies,online-to-offline (O2O)shopping has become a popular and convenient way for tourists to buy a greater variety of tourism products and services online.Online travel agencies (OTA)and travel suppliers (TS)have cooperated to created tourism O2Osupply chains that combine online trading with offiine experiences. These supply chains will exist for a long time because of the essence of offline experience.High- quality service is the basic guarantee of the tourism O2Osupply chains'sustainability in the tourism industry.However,experiences of reduced service quality,such as cash-back practices,low prices,or forced consumption of experiences,seriously hinders the healthy development of tourism.Thus,there is a pressing need to study the service problems in tourism O2Osupply chains. Tourism O2Osupply chains improve the tourists'destination values and enhance their feelings during their tourism experiences as well as improving the operational efficiency of enterprise value chains and social resource use.Previous studies have largely overlooked the service quality evaluation and decision-making by traditional travel agencies,OTA,hotels,and airlines.Although the importance of service quality in tourism enterprise development has been demonstrated by some researchers,few have studied the benefit to tourists of the tourism O2Osupply chains'service quality in the hospitality and tourism fields.Tourists'online shopping preferences depend not only on the online shopping environment and the preferred Intemet platform brand,but also on their offiine experiences.To fully coordinate and optimize tourism O2Osupply chains,it is necessary to study the service quality decision-making by both OTA and TS. By introducing the effect of OTA and TS service quality 'and the OTA brand on the tourism market based on initial demand,the demand function of tourism O2Osupply chains can be constructed. Moreover,considering the OTA and TS service quality promotes the OTA brand in a continuous, multicycle cooperation,a differential game model between a tour operator and an OTA was established. The equilibrium results were compared under different games:i.e.,noncooperation,service cost- sharing cooperation,and vertical cooperation.Some of these games were analyzed using examples.The results indicate that the optimal service quality decisions by both OTA and TS are related to cost input, marginal revenue,and the effect of on-demand services.The service cost-sharing contract and vertical cooperation can guide TS to provide higher quality service experiences and improve overall revenue for OTA and TS.In the service cost-sharing contract, TS affects the improvement of both services. the marginal income relationship between OTA and Vertical cooperation is the optimal choice for tourism O2Osupply chain cooperation between OTA and TS;however,this cooperation is still theoretical because full cooperation between OTA and TS would be difficult to implement.The service cost-sharing contract is an efficient method for the development of tourism O2Osupply chains.The OTA integrates big data with cloud computing to understand their customers'real needs and ideas,and then provides recommendations and solutions for TS-targeted improvement in service quality,which encourages TS's service initiatives and increases the value and income of both OTA and TS.