自驾游背景下考虑参考点依赖的酒店定价策略-《长安大学学报（社科版）》

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Title:: Hotel pricing with reference-dependent utility facing self-driving tour market

作者:: 郭晓龙; 刘兵兵; 1.中国科学技术大学管理学院,安徽合肥 230026；2.安庆师范大学数学与计算科学学院,安徽安庆 246133

Author(s):: GUO Xiao-long; LIU Bing-bing; 1.School of Management,University of Science and Technology of China,Hefei 230026，Anhui,China； 2.School of Mathematics and Computing Science,Anqing Normal University,Anqing 246133，Anqui,China

关键词:: 参考点依赖; 自驾游; 酒店定价; 纳什博弈

Keywords:: reference point dependence; selfdriving travel; hotel pricing; Nash game

分类号:: C93;F224;F59

DOI:: -

文献标志码:: A

摘要:: 随着居民私家车保有量不断高速上升,自驾游由于其出行方便、可以体验驾驶乐趣等好处,极大地受到旅行者的偏爱。据最新统计,中国居民自驾游年度出游频次、平均时长、人均消费等指标逐年上升。特别是消费者平均入住酒店消费指标增速较快,景区内的酒店如何根据消费者的行为特点和竞争对手的信息进行最优定价是一个值得研究的课题。在自驾游消费市场迅猛发展的背景下,基于消费者参考点依赖的购买效用理论,以旅游目的地内的两家竞争性酒店为研究对象,利用静态纳什博弈理论建立了两家酒店竞争定价的数学模型,分别从完美信息博弈和非对称信息博弈两个方面对两个酒店竞争时的最优定价策略进行了研究,并比较分析了参考酒店（即名气较大的酒店）和非参考酒店在上述两种情形下的最优决策。研究表明：两家酒店可以在完全市场信息的情形下达到双方利润的最大化,而任何一方的信息缺失均将导致二者的期望利润降低；参考酒店和非参考酒店应该结成商业联盟,与对方充分分享自己的市场信息才能同时实现两者利润的最大化。

Abstract:: With the continuous increase in the number of private cars of the residents,selfdriving tour is greatly favored by travelers because of its convenient travel and experience of driving pleasure.According to the latest statistics,the annual frequency of travel,average duration and per capita consumption of selfdriving travel by Chinese residents have increased year by year,especially the rapid increase of the average consumption index of consumers in hotel.The topic of how to optimize the price of hotels in the scenic area according to the consumers’behavior characteristics and competitors’information is worth studying.Under the background of the rapid development of the consumer market of selfdriving travel,two competitive hotels in the tourist destination were taken as the research object based on the purchase utility theory of the consumers’reference point dependence.The mathematical models of the two hotels’ competitive pricing were established by the static Nash game theory.The optimal pricing strategy of two hotels in the completion was studied from two aspects of perfect information game and asymmetric information game.And then the optimal strategy of reference hotels (i.e.famous hotels) and nonreference hotels in the above two situations was compared and analyzed.The study shows that the two hotels can maximize the profit of both parties in the case of complete market information,and the lack of information on either side will result in the reduced expected profit of the two; reference hotels and nonreference hotels should form a business alliance and share their market information with each other so as to maximize their profits simultaneously. 

《长安大学学报（社科版）》[ISSN:1671-6248/CN:61-1391/C]

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