摘要
Abstract
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.关键词
公平关切/新质营销力/旅游新质生产力/不合理低价游/中小旅行社Key words
fairness concern/new quality marketing power/tourism new quality productivity/unreasonable low price tour/small and medium-sized travel agencies分类
管理科学
