面向单目的地多旅游行程的旅游产品族优化设计方法

On the Optimized Design Method for Single-Destination-Multiple-Itinerary-Oriented Tourism Product Family

为了最大限度地满足游客需求,同时获取更大的收益,旅游公司通常会针对单个旅游目的地设计并推出服务内容有所不同的多款旅游产品,那么如何针对单个旅游目的地设计多款旅游产品以满足游客的异质性需求是一个值得我们研究的重要课题。本文提出了一种考虑游客选择行为的旅游产品族优化设计方法:首先,采用问卷调查的方式获取不同细分市场中游客群体对各旅游产品属性的期望水平;其次,计算不同类型的旅游产品属性各取值水平满足游客需求的程度和游客对旅游产品价格的满意程度;然后,计算不同细分市场中游客群体对旅游产品的选择概率,进一步地,通过建立和求解优化模型来确定旅游产品族设计方案;最后,通过一个算例说明本文方法的可行性与有效性。

In order to meet tourists＇ needs in maximal degree for more profits,travel companies usually design a series of products with different services for the same destination. How to do it to meet tourists＇ heterogeneous needs is an important issue worth studying. In this paper,a tourism product family optimized design method for the same destination with multiple travel schedules is proposed in which tourists＇ choice behavior is considered. The study started with a questionnaire survey by sampling different market segments for tourists＇ aspiration levels of each tourism product attribute,and moved to calculate tourists＇ requirement satisfaction degrees of each tourism product attribute value level with different types and tourists＇ satisfaction degrees of the tourism product price separately. It also calculated the probability of tourists from different markets segment choosing a tourism product,determined the alternative tourism product family designs by establishing an optimization model and testing. It ended with an illustration of the feasibility and validity of the proposed method by using a numerical example.