共享经济下旅游资源的供需匹配策略研究

In the sharing economy, the supply of tourism resources has the characteristic of personalization, which is performed as independent decision, fragmented supply time, and nonstandard services. Besides, the sharing economy strengthens the characteristic of personalization for tourism demand. The personalized characteristics of tourism supply and demand lead to uncertainty in them, which greatly increases the difficulty in matching supply and demand. This project aims to improve the match between tourism supply and demand by developing supply-guiding and demand-guiding mechanisms based on proper pricing strategies. Specifically, the project first studies sharing platform’s cooperation mechanism with suppliers and charging mechanism for demanders from the strategic perspective. Thereafter, the project guides supply based on dynamic pricing strategy of tourism resources in the peak and valley time periods as well as pricing strategy for suppliers’ cancellation behavior, and guides demand based on pricing strategy of multi-services options as well as pricing strategy for demanders’ cancellation behavior from the operational perspective. Results of the project can promote supply and demand matching for tourism resources in the sharing economy, enrich the theory of tourism sharing economy, promote the healthy and sustainable development of the sharing economy, and provide suggestions for China's supply-side structural reform.

共享经济下，旅游资源的供给存在个性化的特点，表现为决策独立化、时间碎片化、服务非标准化；此外，共享经济强化了旅游需求个性化的特点。旅游资源的供给个性化和需求个性化增加了旅游资源的供给不确定性和需求不确定性，进而极大增加了旅游资源共享的供需匹配难度。本项目研究基于定价策略的供给引导机制和需求引导机制，以提高旅游资源的供需匹配。项目首先从战略角度研究共享平台与旅游资源供给方的合作机制、与需求方的收费机制；在此基础上从运营角度设计基于峰谷时段下的动态定价策略和基于服务供给取消定价策略对供给进行引导，设计基于服务多选项定价策略和基于服务需求取消定价策略对需求进行引导。本项目能促进共享经济下旅游资源的供需匹配，丰富旅游共享经济理论，促进共享经济的健康可持续发展，并为我国的供给侧改革提供借鉴。

共享经济下，旅游资源的供给存在个性化的特点，表现为决策独立化、时间碎片化、服务非标准化；此外，共享经济强化了旅游需求个性化的特点。旅游资源的供给个性化和需求个性化增加了旅游资源的供给不确定性和需求不确定性，进而极大增加了旅游资源共享的供需匹配难度。本项目研究基于定价策略的供给引导机制和需求引导机制，以提高旅游资源的供需匹配。项目首先以Airbnb网站的顾客评论为研究对象分析影响顾客选择共享民宿的主要影响因素，继而从战略角度研究共享平台与旅游资源供给方的合作机制、与需求方的收费机制；在此基础上从运营角度设计基于峰谷时段下的动态定价策略和基于服务供给取消定价策略对供给进行引导，设计基于服务多选项定价策略和基于服务需求取消定价策略对需求进行引导。研究表明，游客选择共享民宿的关键影响因素包括硬件设施、服务、地理位置、个性化体验、环境和性价比六类，其偏好程度依次是硬件设施、服务、地理位置，其次是个性化体验，而环境和性价比的重要性最低。此外，研究表明合适的供需引导机制能够有效促进供需匹配，提高旅游资源的有效利用，对于扩大我国内需、促进供给侧改革具有重要意义。本项目能促进共享经济下旅游资源的供需匹配，丰富旅游共享经济理论，促进共享经济的健康可持续发展。