考虑企业社会责任的双渠道旅游供应链优化决策研究

旅游可持续发展与企业社会责任(Corporate Social Responsibility,CSR)息息相关。在美丽中国和生态文明建设的新时代背景下,旅游CSR的履行至关重要。但实际的旅游CSR研究多从个体企业视角展开,跨越单个企业层面,从供应链的视角全面管理CSR是促进旅游供应链节点企业履行CSR的有效途径。鉴于当前旅游CSR的缺失、景区承担CSR的压力、旅游管理部门的社会福利宗旨和双渠道销售模式的广泛性现象,本文运用博弈论方法,研究了在由一个景区和一个旅行社组成的两级双渠道旅游供应链中旅游CSR缺失、仅景区考虑CSR、双方均考虑CSR情形下的最优均衡策略。研究表明:CSR缺失时,分散决策下直销渠道需求和代销渠道价格均高于集中决策,而直销渠道价格不受决策模式的影响;仅景区考虑CSR时,两种决策模式下各决策变量均随景区CSR效应的增加而增加,分散决策下代销渠道价格和直销渠道需求均高于集中决策模式,而直销渠道价格和景区的CSR投入不受决策模式影响;双方均考虑CSR时,代销渠道价格随旅行社承担CSR程度的提高而降低,而代销渠道需求、社会福利随旅行社承担CSR程度的提高而提高。集中决策下景区的直销渠道价格和CSR投入水平随着旅行社承担CSR程度的提高而降低,而分散决策下景区最优均衡策略均不受旅行社承担CSR程度的影响。鉴于供应链视角和管理科学研究方法下旅游CSR研究的缺乏,本文将CSR引入到双渠道旅游供应链决策模型中,拓展了旅游CSR和旅游供应链的研究内容,同时对双渠道旅游供应链的CSR管理和旅游可持续发展具有一定的理论指导意义。

A Research on the Optimization Decision of Dual-Channel Tourism Supply Chain in Consideration of Corporate Social Responsibility

Sustainable tourism development is closely bound up with corporate social responsibility(CSR).In the new era of building a beautiful China and ecological civilization,the fulfillment of CSR in tourism is of crucial importance.However,actual researches on tourism CSR are mainly carried out from the perspective of individual enterprises.Crossing single enterprise level,comprehensive management of CSR from the perspective of supply chain is an effective way to promote tourism supply chain node companies to fulfill CSR.In view of the current shortage of tourism CSR,the pressure of scenic spots to assume CSR,the social welfare purpose of tourism management departments and the universality of dual-channel sales model,this paper used game theory to study the optimal equilibrium strategyat the two-level and dual-channel tourism supply chain composed of a scenic spot and a travel agency under the conditions that when CSR is missing in the chain,CSR is only considered by the scenic spot,and the optimizationdecisionwhen CSR is considered by both parties.The results show that:in the absence of CSR,the demand of direct selling channel and the price of the agent sales channel under decentralized decision are higher than that under centralized decision,while the direct channel prices are not affected by the decision model;When CSR is only considered by the scenic spot,each decision variable increases with the increase of CSR effect whether centralized or decentralized,and the price of the agent sales channel and the demand of the direct selling channel under decentralized decision are higher than that under centralized decision model,while direct selling channel prices and CSR input of scenic spot are not affected by the decision model;When CSR is considered by both parties,the price of agent sales channeldecreases with the increase degree of CSR undertaken by the travel agency,while the demand of agency sales channels and social welfare increase with the increase degree of CSR undertaken by the agency.The direct channel price and CSR input level of the scenic spot under the centralized decision will decrease with the increase of the degree of CSR undertaken by the travel agency,however,and the optimal equilibrium strategy of scenic spot under decentralized decisionmaking are not affected by the degree of CSR undertaken by travel agency.In view of the absence of research on tourism CSR from the perspective of supply chain and management science research methods,tourism CSR is firstly introduced into the decision-making model of dual-channel tourism supply chain.The authors believe that this study expands the research content of tourism CSRand tourism supply chain,which simultaneously has certain theoretical guiding significance for CSR management of dual-channel tourism supply chain and sustainable development of tourism.