旅行社产品的双重属性及最优广告策略

旅行社产品具有搜寻品与经验品的双重属性，其旅游线路属于搜寻品，其服务属于经验品。信息性广告适用于搜寻品，劝说性广告适用于经验品。由于旅行社产品中的服务是不确定和不可观测的，用劝说性广告来显示其质量是不可置信的。再加上旅行社广告在旅游产业链上的纵向外部性，旅行社的最优广告策略是对旅游线路提供基本信息的信息性广告。

Dual Attribute of Travel Agency Product and Its Optimal Advertising Strategies

Travel agency products are typical products of dual attribute, namely, search and experience. The tour routes are search products, while the services are experience products. Informative advertisings are suitable for search products, while persuasive ones are suitable for services. However, persuasive advertisings are not applicable to products of travel agencies because the quality of the services in the products of this kind is uncertain and immeasurable, and that to explicit their qualities through persuasive advertisings are obviously unbelievable. On this condition, and due to the externality of travel agency advertising in the chain of travel industry, the most optimal strategy for travel agency is to supply informative advertisings which includes some fundamental information about the tour routes.