A Research on Pricing Strategy of Tourism Supply Chain Based on Different Dominant Forces and Fairness Preference

doi:10.3969/j.issn.1007-7375.2020.01.012

Abstract

Abstract: In order to study the influence of the fairness preference of the decision-maker under different leading forces on the pricing strategy of tourism service supply chain, a Stackelberg game model for tourism service supply chain composed of a scenic spot and a travel agency is established, and the fairness preference of dependent party is introduced into the model. Under different power structures of supply chain, the pricing strategies of information symmetry and asymmetry of fair preference are studied and compared. The results show that: in the case of the scenic spot dominating the supply chain, when the information of travel agencies' fairness preference is symmetrical, the scenic spot will adopt the behavior of reducing the wholesale price, and the optimal selling price of travel agency remains unchanged; when the information of the travel agency's fairness preference is asymmetric, the optimal wholesale price of scenic spot remains the same, while the optimal selling price of travel agency increases gradually. In the case of travel agency leading the supply chain, the optimal wholesale price of scenic spot gradually increases, and the optimal selling price of travel agency remains the same, whether the fairness preference information is symmetrical or not. However, the optimal wholesale price of scenic spots in the case of information asymmetry is smaller than that in the case of information symmetry.

Key words: leading force, fairness preference, tourism service supply chain, pricing strategy, Stackelberg game

CLC Number:

LIN Qiang, CHEN Lin, NING Qingwan, QIN Xinghong. A Research on Pricing Strategy of Tourism Supply Chain Based on Different Dominant Forces and Fairness Preference[J]. Industrial Engineering Journal, 2020, 23(1): 87-95.

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