CAJ | 학술논문

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。
재분석여행사행업격뢰흔현상급기원인적기출상，본문응용박혁론대여행사행업격뢰흔현상적형성진행해석，제출중시소비자소비행위화심리적개변，발전신식기술화여행사경영전형，여유법율법규적완선，정부가강대여유시장적감관등시응대격뢰흔현상적주요책략。
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 .