旅游产业链经济特征分析与市场低效探源

旅行社团队包价旅行方式在节省消费者时间，减少消费者信息搜集成本方面存在优势，更重要的是其低廉旅行包价的价格具有很强的吸引力。旅行社通过“零负团费”进行招徕游客，再通过强迫购物、小费等一系列旅行社旧有的“惯例”来弥补成本获取利润的做法，往往给消费者带来低劣的旅行体验质量。是什么导致了旅行社陷入低价格竞争的陷阱？团队包价旅游方式是否真的该退出市场，让位于自助旅游方式？旅游产业链到底出了什么问题，应该进行哪些规则设计，才能约束旅游企业合理竞争，使消费者满意？论文对近年来旅游产业链的研究进行了回顾，对旅游产业链的经济特征进行了分析，阐明双重加价是导致旅游产业链市场低效和社会福利损失的根本原因，针对如何消除双重加价提升旅游产业链市场效率提出了对策。

Economic Nature of Tourism Industry Chain and its Market Inefficiency

The consumers of package tour are delighted in the low price of the tour product, but meanwhile they are annoyed by the inferior tour experience of compelled consumption and lowered reception standard. The providers of the package tourism product are the different enterprises on the tourism industry chain. They conduct the exchange of the product and service with the consumers through the connection of the travel agencies. What on earth leads to the travel agency being trapped in the low price competition？ Whether should the package tour yield to self-driving traveling and DIY tour？ What＇s the matter with the tourism industry chain？ What kind of regulation designing should be made to restrict the reasonable competition among the tourism enterprises and to enhance the consumers＇ satisfaction？ The writer of this essay recollects the recent research on tourism industry chain, analyzes its vertical relationship and economic characteristics, and illustrates Double Marginalization is the essen- tial cause of the tourism chain＇ s inefficiency and social welfare loss. In addition, the author puts forward some solution to eliminating double price markup so as to balance the market. The paper also provides conceptual basis for the market competition strategy based on tourism chain and corresponding regulation design.