公平关切、新质生产力与中小旅行社“低价”偏误——基于营销创新的纵向利益博弈

Fairness Concerns,New Quality Productivity and“Low Price”Bias of Small and Medium-sized Travel Agencies:Vertical Interest Game Based on Marketing Innovation

旅游生产流程的完结以游客完成体验消费为标志;与传统市场品牌型广告相比,侧重于场景交互的数智营销将数据资源和数智技术纳入旅游生产函数(流程),形成旅游新质生产力并促进生态旅游产品价值实现。在新质生产力投资背景下,文章针对具有权力资源禀赋景区与中小旅行社的利益博弈分析了“不合理低价”迭起之谜的隐含诱因;基于公平中性、纵向并购与公平关切的博弈情境,讨论了公平关切和数智营销对成员决策和利润的交互影响。发现旅行社公平关切程度越高,新质生产力投资、门票批发价格、包价游市场需求越低,旅行社低价竞争越激烈,同时越有利于自身利润及效用最大化;旅行社公平关切进一步促发“低价”偏误,不利于景区发展新质生产力,同时降低了景区和供应链整体效益。文章从行为博弈视角揭示了旅行社“低价”之谜的纵向成因,为降低行业污名和恶性竞争提供新质营销与定价决策支持。

The completion of tourism production process is marked by the completion of tourists’experience consumption.Compared with traditional market brand advertising,digital intelligence marketing focusing on scene interaction incorporates data resources and digital intelligence technology into tourism production function(process),forming new quality tourism productivity and promoting the realization of value of ecotourism products.This paper analyzes the mystery of“unreasonable low price”in the interest game between scenic spots with resource endowment and small and medium-sized travel agencies.Based on the game situation of fair neutrality,vertical merger and fair concern,the interactive effects of fair concern and digital intelligence marketing on members’decisions and profits are analyzed.It is found that the higher the degree of fairness concern of travel agencies,the lower the market demand for new quality productivity investment,wholesale ticket prices and package tours,the fiercer the low-price competition of travel agencies,and the more conducive to their own profit and utility maximization.However,the fair concern of travel agencies and the“low price”bias are not conducive to the development of new quality productivity of scenic spots,while reducing the overall efficiency of scenic spots and supply chains.This paper analyzes the hidden causes of the mystery of“low price”in travel agencies from the perspective of behavioral game,so as to provide marketing and pricing decision support for reducing industry stigma and vicious competition.