摘要
为剖析影响供应商与代理商权力争夺的因素以及影响博弈占优的策略,文章选择渠道权力理论和纵向约束理论,运用社会网络分析法分析,结合问卷调查和深度访谈,对旅游产业链上的供应商与代理商之间主导权争夺问题进行了研究。研究选取了旅游景区与线上旅游代理商(OTA)之间的渠道权力争夺问题为案例。对影响景区和OTA关系的因素进行了分析与排序,对景区与OTA之间争夺渠道权力的策略类型进行了分类。论文验证了社会网络分析法在刻画并反映旅游产业链复杂关系研究中的应用价值;对影响旅游景区与OTA渠道权力的28个因素中进行了分类和基于影响力的排序;提出渠道权力的策略来源包括二元之间、二元之外和二元之内三个角度。研究结论对提高产业链上下游企业之间纵向关系的经济效率,维护消费在权益具有重要启示。
The suspension of cooperation between hotels/airlines and online tourism agents（OTAs） has become a representative event in China＇s tourism industry. Recent researches focus on who has more distribution power, tour providers or OTAs. As in 2016, there were more partnership breakdowns reported involving tourism attractions and OTAs. This paper focuses on the distribution power asymmetries between tourism attraction and OTA. In view of channel power competition between tourism attraction and OTA,distribution power theory and vertical restraint theory are two classical theories that can be safely applied as the basis of this article. On the basis, we use causal maps, a social network analysis method to diagnose 28 forces and factors of power asymmetries and illustrate their different interfering degree. Also the relationship map indicates strategies for tourism attraction or OTA to get more distribution power. To draw the network relationship map with Ucinet, we get data by questionnaires, interviews and focus groups. The results show that the most influential forces and factors are resources, marketing and information. This contradicts previous diagnoses identifying technology as the ultimate cause of power asymmetries. The research conclusions have important implications for improving the economic efficiency of tourism industry chain and maintaining tourists＇ rights and interests.
作者
曹宁
郭舒
王海弘
CAO Ning;GUO Shu;WANG Haihong(School of Business,Liaoning University,Shenyang 100136,China;Asia-Australia Business College,Liaoning University,Shenyang 100136,China)
出处
《辽宁大学学报（哲学社会科学版）》
CSSCI
北大核心
2018年第4期74-83,共10页
Journal of Liaoning University(Philosophy and Social Sciences Edition)
基金
辽宁省教育厅基金项目"基于产业链跟踪法的辽宁旅游精准扶贫研究"(WFW201704)
辽宁大学一流学科建设项目应急课题"建设辽西北旅游精品线路打造京津冀休闲旅游度假后花园"(20171127)
沈阳市哲学社会科学专项资金规划课题"建设国家级工业遗产旅游改革创新先行区"(17037)
沈阳市决策咨询重大研究课题"关于加快沈阳经济区文化旅游产业发展的对策研究"(20180424)阶段性成果
关键词
渠道权力
纵向约束
产业链
线上旅游代理商(OTA)
distribution power
vertical restraints
tourism chain networks
tourism attractions（OTAs）
