随着旅游行业的高速发展，关于旅游供应链的研究得到理论界和实业界的广泛关注。对于现今旅游市场中旅游产品的“捆绑销售”问题，构建了具有一个旅游产品提供商和一个旅行社的旅游供应链，旅游产品提供商提供两种旅游产品给下游的旅行社，一种产品是消费者在这条旅行线路中的首选项目，另一种产品是次选项目。对于两种旅游产品，旅游产品提供商有两种销售模式，一种是捆绑销售，另外一种单独售卖。在两种销售模式下，考虑不同权利结构对于旅游供应链成员决策和利润的影响。研究表明：对于旅游产品提供商来说，在两种销售模式下，旅游产品提供商作为Stackelberg领导者对其更为有利；而对于旅行社来说，应视市场规模的大小决定其决策。%With the rapid development of tourism industry, the research on tourism supply chain has gained great attention in both academic and industrial fields. On account of bundling-sale of tourism products in present tourism market, this paper built a tourism supply chain including a tourism product provider and a travel agency. The tourism product provider supplied two types of tourism products to the down-streaming agency. One product was the top-preferred project in a travel route for the consumer; the other product was a secondary project for the consumer. The provider accordingly had two different marketing modes for these two kinds of tourism products. One was bundling-sale, the other was separating-sale. Also, taking the influence caused by different power structure on supply chain members’ decision and profit into consideration. This research shows that with two kinds of marketing modes, as a leader of Stackelberg is more beneficial for the tourism products provider, but for the travel agency, the market size are the main factor for its decision.
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