CAJ | 학술논문

由于旅行社与导游之间的信息不对称，旅行社作为委托人将承受导游提供低服务质量的道德风险。在旅游服务供应链中旅行社和导游的多期合作背景下，建立了导游多周期动态声誉机制模型，分析了该模型对导游提供高服务质量的隐性激励作用，并揭示了导游声誉机制模型演化机理，最后对结论进行了数值仿真和验证分析。结果表明导游多期动态声誉机制对导游服务质量能产生有效的激励作用，同时能缓解导游的道德风险。
유우여행사여도유지간적신식불대칭，여행사작위위탁인장승수도유제공저복무질량적도덕풍험。재여유복무공응련중여행사화도유적다기합작배경하，건립료도유다주기동태성예궤제모형，분석료해모형대도유제공고복무질량적은성격려작용，병게시료도유성예궤제모형연화궤리，최후대결론진행료수치방진화험증분석。결과표명도유다기동태성예궤제대도유복무질량능산생유효적격려작용，동시능완해도유적도덕풍험。
Since the information asymmetry between the travel agency and tour guide,the travel agency as principal will withstand the moral hazard from the guide's low quality of service.In the context of travel agency's and tour guide's multi-phase cooperation,the paper established a dynamic and multi-period reputation mechanism model of guide,analyzed the im-plicit incentive of the model on guide's high quality of service,then revealed the tour guide reputation model evolution mech-anism,Finally,analyzed the conclusions in the numerical simulation and validation.The results showed tour guide's multi-period and dynamic reputation mechanism can produce effective incentives to the guide's service quality,alleviate the moral hazard of the tour guide.