旅游社会责任利益相关者的三群体演化博弈分析

The Tripartite-Stakeholder Evolutionary Game Analysis on Tourism Social Responsibility

旅游地社会责任问题越来越受到各界关注,为研究其中各利益相关者的策略选择,文章运用演化博弈理论,构建了在旅游地社会责任中旅游管理部门、旅游者和旅游地三群体的演化博弈模型,并选择5组代表性数据通过MATLAB软件进行仿真模拟。研究结果表明,在旅游地承担社会责任的初期,旅游管理部门的有力监管起主导作用,但仅靠提高奖励力度并不能促使各方都采取参与的策略,必须加强监管、奖惩并重;旅游者的好恶对于系统的均衡结果虽然影响不大,但作为旅游地获得经济效益的主要来源,辅助作用不容忽视;而旅游地则应认识到主动调整自身经营模式做到真正从承担社会责任中提高经济效益的重要性。最后,依据演化博弈的分析结果,针对旅游地社会责任问题提出了相关对策建议。

Destination social responsibility has received great attention. In order to analyze the strategy choices of the stakeholders, this paper uses evolutionary game theory to build a three-group evolutionary game model including tourism management department, tourists and tourist destination. 5 representative groups of data are selected to carry out the simulation by MATLAB software. The result shows that in the initial development stage of destination social responsibility strong supervision of tourism management department plays a leading role. However, only improving incentives cannot encourage groups to take participation strategy effectively. Tourism management department must strengthen supervision and balance rewards and punishments. Tourists＇ likes and dislikes make little effect on the equilibrium results of the system. While, as the main source of economic benefit for the destinations, the auxiliary role of the tourist cannot be ignored. Destinations should realize the importance of actively undertaking the social responsibility and adjusting their business model to improve the economic benefit. Finally, based on the result of evolutionary game analysis, the countermeasure and suggestion were given pertinently for the problem of destination social responsibility.