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題名 | 賞鯨價格競爭與差異化贈品策略=Whale-watching Price Competition and Differentiation Gift-giving Strategy |
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作者 | 李堯賢; 何依倫; 楊琮泰; 呂英瑞; Lee, Yao-hsien; Ho, Yi-lun; Yang, Tsung-tai; Lu, Ying-zui; |
期刊 | 旅遊管理研究 |
出版日期 | 20060600 |
卷期 | 6:1 民95.06 |
頁次 | 頁45-61 |
分類號 | 992.2 |
語文 | chi |
關鍵詞 | 賞鯨; 價格競爭; 差異化; 贈品策略; 生態旅遊; Whale-watching; Price competition; Differentiation; Gift-giving strategy; Ecotourism; |
中文摘要 | 本文探討在海洋觀光產業中提供賞鯨生態旅遊活動的廠商採取差異化贈品策略的經濟效益分析。特別是面對遊客有可能在賞鯨生態旅遊中未見到鯨豚的情況而產生失望時,廠商補償遊客的贈品策略要如何決定?本文指出,目前廠商所採取的相同消極贈品策略是不具經濟效率的。本文的分析結果顯示,廠商間採取差異化的贈品策略會緩和廠商間的賞鯨價格競爭以及增加利潤水準。而在遊客失望成本的變異充分大的條件下,廠商採取差異化贈品策略也可增加社會福利。換言之,廠商間採取相異贈品策略是具經濟效率的。 |
英文摘要 | This paper investigates the economic benefits of differentiating gift-giving strategy adopted by firms that provide a whale-watching ecotourism activity in the marine tourism industry. Under assumed that tourists may not encounter the whales in the whale-watching activity that results in imposing psychological disappoint upon them, what gift-giving strategies do firms adopt to compensate tourists for their disappointment. Our results show that firms using differentiated gift-giving strategies can mitigate price competition and increase profits. With a sufficiently diverse disappointment cost n tourists, the differentiated gift-giving strategies increase social welfare. Therefore, the differentiated equilibrium is efficient. |
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