旅游酒店特许网络的治理:一个理论框架  

The Governance of Franchising Hotels' Network:A Theoretical Framework

作　　者：贺小荣[1] 

机构地区：[1]湖南师范大学旅游学院,湖南长沙410081

出　　处：《经济管理》2014年第5期115-123,共9页Business and Management Journal ( BMJ )

基　　金：国家社会科学基金项目"特许经营酒店网络的绩效评价与治理策略研究"(13BGL093)

摘　　要：旅游业是我国的战略性支柱产业,特许经营已成为我国旅游酒店进行网络化扩张的重要战略选择。本文以网络组织理论为基础,以旅游酒店特许网络为对象,从可持续发展的视角探讨了特许经营网络组织的治理理念、治理结构、治理机制与治理目标等内容,认为旅游酒店特许网络的治理,要秉承"控制决定成败"的治理理念,施行"特许方+受许方+第三方"的水平型三方治理结构,运行互动与仲裁的治理机制,最终达成维护特许品牌和构建和谐网络关系的治理目标。研究成果在一定程度上丰富了网络治理理论。Tourism is a strategic pillar industry of our country, and franchising has become China＇ s critical style of network expansion for hotels. In this paper, based on the network organization theory , and took the tourism hotel franchise network as an example, we generally explored franchising network organization＇ s concept of govern- ance, governance structure, governance objectives and governance mechanisms, etc. the paper supported that the governance of tourist hotel franchise network should ： （ 1 ） adhere to concept of ＂control determines the success or failure＂, because the controlling capability of the franchisor decide the implementing capability of the franchisee, and the controlling capability of the franchisor is the key factor in determining the success or failure of the franchi- sing network. （2）implement the governance mode of ＂franchisor ＋ franchisee ＋ independent coordinator ＂, be- cause the franchisor hotel is powerful and dominant in the franchising network, in order to protect the interests of franchisee hotels, it is essential to introduce an independent coordinator, which is a third-part constitution, when contradictions between franchisor and franchisee appear, the arbitration will be fair as mostly as possible. （3）run the mechanism of interaction and arbitration, because the franchising network is a loose alliance, and the franchisor is only one, which is powerful, but the franchisee is a lot, which is weak, the interaction mechanism will be help- ful in keeping messages unobstructed between franchisor and franchisee hotels, and the arbitration mechanism can do good to make a relatively fair judgment and build trust between franehisor and franchisee hotels. （4） finally reach the objectives of maintaining franchise brand and building a harmonious relationship, because the brand is the life of the franchising network, keeping the franchising brand safe and clear is the central work and top goal to all of the network members, if someone violate the relationship b

关 键 词：旅游酒店 特许经营 网络治理 

分 类 号：F590[经济管理—旅游管理]