高质量发展视域下旅行社低价游的合理边界与治理

Reasonable Boundary and Governance of Low-price Tour from the Perspective of High-quality Development

本文借助数学模型分析低价旅游供应链运营机制,明晰合理低价与不合理低价旅游的边界,明确治理“不合理低价游”的核心问题,寻找提供合理低价产品的可能性,提出有效的政府治理建议。结论表明:集中在零负团费、低于市场参考价格30%的表象治理是无效的,欺诈企业参与旅游供应链是合理低价与不合理低价的分界线,消费欺诈才是治理市场乱象的核心;通过地接社和组团社的集中决策、供应链的协调合同以及购物店的正常回扣,是可以向市场提供合理低价旅游产品的;在市场监管低效时,合理低价旅游企业可以通过跨地经营、上下游企业整合增强其市场竞争力。与以往文献不同的是,本文提出了合理低价旅游产品存在的可能性,并从整体发展、底层建构、治理手段、宣传引导和产业发展角度提出了政府治理建议。

The new development pattern is a major strategic deployment initiated by China in the face of major changes in the domestic and international situations.It requires a domestic economy with high-quality development to promote the domestic and international double cycles, among which mass tourism consumption is an important part of the driving force for the increase of domestic demand.Mass tourism consumption, as a powerful tool to promote high-quality development, involves many industries and stimulates domestic demand in various aspects.However, due to the dislocation of mass tourism demand and residents’ economic income, and the vicious competition caused by the homogeneity of tourism products etc.,the “unreasonable low-price tour” mode that seriously affects the normal order of the market, and the increasingly hidden form makes the governance more difficult.High-quality development is the transformation of development mode and development characteristics after China’s economy enters a new stage of development.It is a development mode that fully embodies the new development concepts of innovation, coordination, green, openness and sharing, with emphasis on balanced quantity growth and quality improvement.However, at the present stage, the sense of dislocation in the high-quality development of tourism is obvious.The increasing disposable income of residents, the high-level tourism demand structure and the constantly improving holiday laws and policies drive the demand for more diversified tourism products.However, the stable mass tourism product supply chain leads to the high cost and higher price of diversified tourism products than the psychological expectation of some tourists.The contradictory structure of demand and supply still leads to problems in the new stage of development, such as zero-negative tour fee operation and unreasonable low price selling of tourism products.In view of the above problems, In view of the above problem, this article analyses the formation mechanism of tourism product at a lower price, clears the cause of the low to distinguish the boundary between the reasonable low price and the unreasonable low price, discusses the dangers of tourism product at a lower price, clears governance “unreasonable low price swims” the core of the problem, tries to find the market with reasonable low price possible, and changes the deformity caused by structural contradictions tourism supply, Finally, combining with the requirements of the new development pattern at present stage, the paper proposes some market governance suggestions that can not only enrich low-price tourism products but also control the negative effects of “unreasonable low-price tourism”.The conclusion shows that:(1) the centralized decision of local agencies and authorized agencies, supply chain coordination contract and commission provided by normal shopping stores all lead to the tourism supply chain to provide low-cost tourism products.But the boundary between reasonably low-priced tourism and unreasonably low-priced tourism should be defined as whether fraudulent enterprises participate in the tourism supply chain.(2)the tourism department focuses on the cooperation between travel agencies and fraudulent shopping stores in the treatment of “unreasonable low-price tour”,while the treatment of too much entangling on the appearance of low price and zero-negative tour fee cannot protect the interests of tourists.(3)normal tourism enterprises can reduce the possibility of being expelled from the market by fraudulent tourism enterprises through integration, merger and acquisition or cross-regional operation.(4)High-quality development of tourism, reasonable supervision of the market unreasonable low price can be organically combined with industry supervision and market guidance, to create a more transparent tourism format;It is necessary to clarify the responsibilities of regulatory departments, enhance the pertinence of supervision, and open up a network of cooperation between departments to improve the effectiveness of services.Using the “electronic itinerary” system to enhance the supervision of all participants in the tourism supply chain;Establish tourism service quality evaluation system, increase the purpose of supervision;Active use of various publicity media, enhance the practice of supervision.