考虑消费者感知效用的旅游产品族设计方法

Design method of tourism product family considering perceived utility of customers

为了更好地满足不同细分市场中消费者的需求以获得更大的利润,旅游公司通常会针对某一旅游地区设计并推出一系列服务内容不同的旅游产品,即旅游产品族。针对旅游产品族设计问题,提出一种考虑消费者感知效用的旅游产品族设计方法。在该方法中,采用问卷调查的方式获取不同细分市场中消费者针对旅游产品各属性取值水平的期望价格;计算不同细分市场中消费者对旅游产品的感知效用;建立针对旅游产品的消费者选择行为模型,并计算不同消费者对旅游产品的选择概率;进一步建立旅游产品族设计的优化模型并设计求解算法,进而确定旅游产品族设计方案。最后,通过一个算例说明该方法的可行性与有效性。

In order to better meet the needs of tourists from different market segments so as to make more profits,a series of tourism products with different content for a tourist area are usually designed and launched by the travel company,which is called tourism product family. Aiming at the design of tourism product family,the design method of tourism product family considering perceived utility of customers is proposed. In this method,the expected price of each attribute value of tourism products in different market segments is obtained through the way of questionnaire survey; the perceived utility of tourism products in different market segments is calculated; the consumer choice behavior model for tourism products is established,and the choice probability of different consumers on tourism products is calculated; the optimization model of tourism product family design is established further,and the solution algorithm is designed,then the design scheme of tourism product family is determined. Finally,the feasibility and validity of proposed method are illustrated by a numerical example.