供应链协调:我国古城镇旅游供给侧改革的新视角

Supply Chain Coordination: A New Perspective of China's Ancient Towns Tourism Supply Side Reform

近年来,古城镇旅游已成为我国具有发展前景的文化旅游。本文在国内外旅游供应链协调研究基础上,将地方政府的地方营销和旅游服务业提供的旅游服务视为一种旅游供应链,并对古城镇旅游的开发经营模式从供应链协调角度进行了分析。研究认为,古城镇旅游诸多问题的根源在于供应链不协调,实现古城镇旅游供应链总利润最大化的旅游服务业最优开发经营模式是垄断性的服务业产业组织形态。在此基础上,提出基于供应链协调的古城镇旅游供给侧改革的若干对策。

In recent years, ancient towns tourism becomes a promising cultural tourism in our country. On the basis of domestic and foreign research on tourism supply chain coordination, this paper regards marketing places carried out by local governments and service provided by tourism services as a tourism supply chain. The development and operation model of ancient towns tourism are analyzed from the perspective of supply chain coordination. The research concludes that the root of the problem in ancient towns tourism lies in uncoordinated tourism supply chain, and the best development and operation model of tourism services, which can achieve the profit maximization of ancient towns tourism supply chain, is monopolistic industrial organization form of travel services. Some countermeasures based on supply chain coordination for ancient towns tourism supply side structure reform are put forward.