On the basis of analyzing Gresham phenomenon and its reason in travel agency industry , this paper explains the formation process of Gresham phenomenon in travel agency industry with game theory .At last, this paper puts for-ward strategies that will promote the travel agency industry to improve the competiveness , which are paying attention to the changes of consumer behavior and psychology , developing information technology and transforming travel agency man-agement mode, perfecting tourism laws and regulations , and strengthening supervision to the tourism market .%在分析旅行社行业格雷欣现象及其原因的基础上，本文应用博弈论对旅行社行业格雷欣现象的形成进行解释，提出重视消费者消费行为和心理的改变，发展信息技术和旅行社经营转型，旅游法律法规的完善，政府加强对旅游市场的监管等是应对格雷欣现象的主要策略。
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