考虑散客期望的拼团式旅游产品定制方法  

Customization method of group tourism products considering expectation of individual tourists

作　　者：于超[1] 樊治平[2] 张晓晓[2] YU Chao;FAN Zhi-ping;ZHANG Xiao-xiao(School of Management,Shenyang University of Technology,Shenyang 110870,China;School of Business Administraion,Northeastern University,Shenyang 110169,China)

机构地区：[1]沈阳工业大学管理学院,沈阳110870 [2]东北大学工商管理学院,沈阳110169

出　　处：《沈阳工业大学学报（社会科学版）》2023年第1期65-74,共10页Journal of Shenyang University of Technology(Social Sciences)

基　　金：教育部人文社会科学基金资助项目(20YJC630195);辽宁省教育厅科学研究经费项目(WQGD2020008);辽宁省经济社会发展研究课题(2020lslktwzz-048);辽宁省哲学社会科学青年人才培养对象委托课题(2021lslwtkt-047);辽宁省社会科学规划基金项目(L21CGL021);沈阳市哲学社会科学规划课题(SQ202007L)。

摘　　要：为了满足游客对旅游产品的异质性需求,同时节约旅行成本,针对散客的拼团式旅游产品定制服务越来越受到游客的欢迎。如何依据散客的差异化需求,设计出尽可能符合散客群体期望的旅游产品以促成散客拼团,是一个值得研究的重要课题。针对拼团式旅游产品定制问题,提出一种考虑散客多类型期望的旅游产品定制方法。首先计算散客感知的旅游产品属性权重和旅游产品属性不同取值水平与散客期望之间的差异度,然后通过建立和求解旅游产品定制的优化模型确定旅游产品定制方案,并在此基础上对旅游产品定制方案的参团人数和价格进行预测。研究显示:散客期望差异化程度越低,越容易促成拼团,旅游产品拼团价格与参团人数和各属性核载人数有关。最后,通过算例说明所提出方法的可行性与有效性。In order to meet the heterogeneous needs of tourists for tourism products and save travel costs,the group tourism product customization services for individual tourists are becoming more and more popular with tourists.It is an important topic worthy of study how to design tourism products that meet the expectations of individual tourists as much as possible according to the differentiated needs of individual tourists so as to promote individual tourists to form a group.Aiming at the problem of group tourism product customization,a tourism product customization method is proposed considering the multi-type expectations of individual tourists.Firstly,calculated are the attribute weight of tourism products perceived by individual tourists and the difference between different value levels of tourism product attributes and individual customer expectations.And the tourism product customization scheme is then determined by establishing and solving the optimization model of tourism product customization.On this basis,the number of participants and price of tourism product customization scheme are predicted.The research shows that the lower the degree of individual expectation differentiation,the easier it is to form a group.The group competition price of tourism products is related to the number of participants and the number of people approved by each attribute.Finally,a calculation example is given to illustrate the feasibility and effectiveness of the proposed method.

关 键 词：旅游产品定制 散客 拼团旅游 游客期望 优化模型 

分 类 号：C93[经济管理—管理学] F719