Coordinating a tourism supply chain using cooperative advertising under various channel power structures

نویسندگان

  • Xun Xu
  • Charles L. Munson
چکیده

We analyze a tourism supply chain containing a theme park, local hotels, and multiple travel agents using a game theoretic approach in three scenarios: Nash equilibrium, Stackelberg equilibrium, and full cooperation. We find that a vertical cooperative advertising strategy is particularly effective in increasing customer demand.

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تاریخ انتشار 2013