虚拟集群式旅游供应链模型构建研究

文章基于旅游供应链理论研究动态与现代信息技术发展态势,提出以信息拉动式为特征的在线旅游供应链(e-tourism supply chain)的理念。从集群式供应链视角,分析了虚拟集群式旅游供应链建立的动因,构建了虚拟集群式旅游供应链理论模型。文章通过创新旅游供应链研究视角,借鉴产业集群与供应链管理耦合研究理论,试图在赛博空间(Cyberspace)里,构建起虚拟集群式旅游供应链的理论框架,可分成4个部分:(1)旅游者信息链,是围绕着每个旅游者需求信息的一条"信息拉动式供应链",在此基础上形成旅游企业旅游服务大规模定制链;(2)旅游服务定制链,旅游企业在以"旅游者"为中心的信息链上提供即时响应、即时采购、即时生产、即时销售的敏捷制造服务,同业性旅游企业合作服务于旅游者;(3)信息共享平台,包括旅游者需求汇集、统计、分流平台,旅游企业沟通平台和旅游评价平台;(4)专业化辅助企业,具有弹性专精的优势,缓解大规模标准通用化服务提供和市场的定制化随机要求(stochastic demand)之间的矛盾,满足了旅游者对定制化旅游服务需求。

Development of a Model for a Cluster-based Virtual Tourism Supply Chain

Based on the review of the previous research on tourism supply chain and the trend of modern information technology development, this paper aims to provide an innovative perspective by putting forward the ＂e-tourism supply chain＂ concept which is characterized as an information pull system. Particular attention is paid to the reasons and model of a cluster-based virtual tourism supply chain inspired by the industrial clustering and supply chain theory. This paper builds up a theoretical framework of tourism supply chain management by using the research paradigm of combination of industrial cluster and supply chain management theory in cyberspace. Theoretical analysis shows that the cluster-based virtual tourism supply chain has features of tourist information chain, tourism service customization, information sharing platform and professional auxiliary enterprise. Tourist information chain is the core structure of the tourism supply chain as it continuously produces information. Tourist information chain is a cycling chain. It begins with tourists obtaining the information that directly or indirectly stimulates their demands. Then tourists receive customized service at the tourism destination. At last, tourists evaluate the service of tourism suppliers and adjust their travel strategies. The tourist information chain will affect the supplier, intermediaries and other tourists demand＇ s and choices retroactively. Tourism service customization is the most important part of the tourist information chain model. It is formed based on the tourist requirements, determined by tourists＇ demands and preferences, and customized by suppliers. This part will generate three levelss of information sharing platform, including tourist demand platform, tourism entrepreneurship platform and tourism service evaluation platform. The tourism demand platform serves as a platform for data aggregation, statistical analysis and data distribution. Using this platform, intermediaries cooperate with each other to structure tourism products, aiming to minimize transaction costs and deal with uncertainty management. The tourism service evaluation platform is the support system for decision making. Professional auxiliary enterprise deals with the contradiction between the universal standard of mass customization and the stochastic market demand.