基于机制设计理论的旅游网络投诉机制优化——以人民网旅游3·15投诉平台为例  

作　　者：罗美娟[1] 祁明德[1] 

机构地区：[1]广东工业大学管理学院

出　　处：《企业经济》2016年第11期106-114,共9页Enterprise Economy

基　　金：国家自然科学基金项目"网格环境下用户QoS需求驱动的移动服务资源选择优化研究"(项目编号:71171062);广东省大学生创新创业训练计划资助项目"基于网络平台的旅游投诉机制与服务质量提升路径研究"(项目编号:201411845082)

摘　　要：随着旅游者维权意识的增强,旅游网络投诉平台逐渐成为消费者投诉的主要渠道之一,而此类平台自身的问题也伴随而生。依据机制设计理论,以人民网旅游3·15投诉平台为研究对象,运用内容分析法对平台投诉数据进行分析,基于信息效率和激励相容这两个关键要素,对平台投诉机制的四个模块进行分别评价,结果显示:评分模块、投票模块和用户需求模块信息效率高,但均存在设计不合理和激励不相容的问题;投诉模块则存在信息效率低、设计不合理、激励不相容三方面问题。平台可通过如下路径实现投诉机制优化:强化投诉模块的约束力和协调性,提升对评分模块的监督力度,提高投票模块的实用性,加强用户需求模块的指导性和便捷性。With the enhancement of the awareness of the rights of tourists, the tourism network complaints platform has become one of the main channels of consumer complaints, and the problems of such platforms themselves are accompanied by. On the basis of mechanism design theory, this paper takes 3-15 tourism complaint platform of people.com as the research object, analyzes the data of the platform complaint by using content analysis method, and then evaluates four modules of the complaint mechanism based on information efficiency and incentive compatibility, which are the two key elements of mechanisms design theory. The results Show that, the evaluation module, the voting module and the user demand module have high information efficiency, but there are also problems in design and incentive incompatibility; the complaint module has the problems of low efficiency, unreasonable design and incompatible incentive.The platform can realize the optimization of the complaint mechanism through the following path： strengthening the binding and coordination of the complaint module, enhancing the supervision of the score module, improving the usefulness of the voting module, and intensifying the guidance and convenience of the user demand module.

关 键 词：机制设计理论 旅游网络投诉平台 投诉机制 机制优化 

分 类 号：F590.8[经济管理—旅游管理]