中国导游服务规范化过程的三方动态博弈分析

The Analysis of Three Sides Dynamic Game for the Standardization Process of Chinese Tour Guide Service

导游服务质量的管理和提升是一个系统工程,需要旅游主管部门和旅游业各大主体之间相互管理、相互监督、相互促进,进行长期的动态博弈。以旅游主管部门、旅游企业、导游人员为博弈主体,构建导游服务规范化过程的三方动态博弈模型。通过博弈树和支付矩阵来分析博弈过程中各方的收益,并在此基础上得出该三方博弈的混合策略纳什均衡,然后对博弈的均衡解进行分析,为导游服务规范化提供建议。

The management and improvement of the service quality for tour guide is not only a systematic project,but also a long-term dynamic game process.It needs the cooperation and mutual supervision of the tourism authorities and tourism subjects.The article is going to build a dynamic game model for tourism authorities,tourism enterprises and tour guides.It analyzes the revenue of all players through the game tree and payoff matrix,and gets the mixed strategy Nash equilibrium of this game on the basis of it.Then it makes analysis of Nash equilibrium and provides suggestions to better the quality of tourism service.