CAJ | 학술논문

旅游业是我国的战略性支柱产业，特许经营已成为我国旅游酒店进行网络化扩张的重要战略选择。本文以网络组织理论为基础，以旅游酒店特许网络为对象，从可持续发展的视角探讨了特许经营网络组织的治理理念、治理结构、治理机制与治理目标等内容，认为旅游酒店特许网络的治理，要秉承“控制决定成败”的治理理念，施行“特许方＋受许方＋第三方”的水平型三方治理结构，运行互动与仲裁的治理机制，最终达成维护特许品牌和构建和谐网络关系的治理目标。研究成果在一定程度上丰富了网络治理理论。
여유업시아국적전략성지주산업，특허경영이성위아국여유주점진행망락화확장적중요전략선택。본문이망락조직이론위기출，이여유주점특허망락위대상，종가지속발전적시각탐토료특허경영망락조직적치리이념、치리결구、치리궤제여치리목표등내용，인위여유주점특허망락적치리，요병승“공제결정성패”적치리이념，시행“특허방＋수허방＋제삼방”적수평형삼방치리결구，운행호동여중재적치리궤제，최종체성유호특허품패화구건화해망락관계적치리목표。연구성과재일정정도상봉부료망락치리이론。
Tourism is a strategic pillar industry of our country, and franchising has become China＇ s critical style of network expansion for hotels. In this paper, based on the network organization theory , and took the tourism hotel franchise network as an example, we generally explored franchising network organization＇ s concept of govern- ance, governance structure, governance objectives and governance mechanisms, etc. the paper supported that the governance of tourist hotel franchise network should ：（ 1 ） adhere to concept of ＂control determines the success or failure＂, because the controlling capability of the franchisor decide the implementing capability of the franchisee, and the controlling capability of the franchisor is the key factor in determining the success or failure of the franchi- sing network. （2）implement the governance mode of ＂franchisor ＋ franchisee ＋ independent coordinator ＂, be- cause the franchisor hotel is powerful and dominant in the franchising network, in order to protect the interests of franchisee hotels, it is essential to introduce an independent coordinator, which is a third-part constitution, when contradictions between franchisor and franchisee appear, the arbitration will be fair as mostly as possible. （3）run the mechanism of interaction and arbitration, because the franchising network is a loose alliance, and the franchisor is only one, which is powerful, but the franchisee is a lot, which is weak, the interaction mechanism will be help- ful in keeping messages unobstructed between franchisor and franchisee hotels, and the arbitration mechanism can do good to make a relatively fair judgment and build trust between franehisor and franchisee hotels. （4） finally reach the objectives of maintaining franchise brand and building a harmonious relationship, because the brand is the life of the franchising network, keeping the franchising brand safe and clear is the central work and top goal to all of the network members, if someone violate the relationship between franchisor hotel and franchisee hotel, or among franchisee hotels, the brand will be tarnished and the network and alliance will be collapsed. Although the paper is an exploratory research, to a certain extent, the research results enhance and enrich the network governance theory. The paper focuses on the governance structure and governance mechanisms of hotel franchising network. In terms of governance structure, internal franchisee association and extemal network arbiter are included. The inter- nal franchisee association can help maintain the overall interests of the franchisee hotel network, balance the power of franchisor hotel in the network. The external network arbiter is a neutral body, recently, some courts can act as jurisdiction agencies; forwardly, China should establish a special franchising arbitrator Association. The research result shows that ： in the case of a given company＇ s own strategy, corporate impartial arbiter of beliefs about the ex- ercise of authority is credible. So a neutral third party in a franchise network governance structure could surely be ＂the new approach to the problem＂ and ＂credible＂, and the treatment effect ＂can be implemented＂ to help im- prove tourist hotel franchise network. In terms of governance mechanisms, the interactive mechanism between network members and the afterwards arbiter mechanisms are primary governance mechanisms of the franchising hotel network. The interactive mechanism includes personal contact, written communication, and franchisee hotel conference. The arbiter mechanism in- cludes the arbitration of franchisee hotel association and the neutral arbitration. If the governance mechanisms can work correctly, the franchising hotel network can surely be running effectively and reasonably. The franchising hotel network is popular in China and in the world, which is one of a critical model in hotel expansion strategies, Super 8, 7days and Hilton international are typical examples, we must take action in corresponding theories and manage- ment models.