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旅游地社会责任问题越来越受到各界关注,为研究其中各利益相关者的策略选择,文章运用演化博弈理论,构建了在旅游地社会责任中旅游管理部门、旅游者和旅游地三群体的演化博弈模型,并选择5组代表性数据通过MATLAB软件进行仿真模拟。研究结果表明,在旅游地承担社会责任的初期,旅游管理部门的有力监管起主导作用,但仅靠提高奖励力度并不能促使各方都采取参与的策略,必须加强监管、奖惩并重;旅游者的好恶对于系统的均衡结果虽然影响不大,但作为旅游地获得经济效益的主要来源,辅助作用不容忽视;而旅游地则应认识到主动调整自身经营模式做到真正从承担社会责任中提高经济效益的重要性。最后,依据演化博弈的分析结果,针对旅游地社会责任问题提出了相关对策建议。
The issue of social responsibility of tourist destination has drawn more and more attention from all walks of life. In order to study the strategic choices of various stakeholders, the article uses evolutionary game theory to construct the evolution of three groups of tourism management departments, tourists and tourist destinations in the social responsibility of tourism destination Game model, and select 5 sets of representative data through MATLAB software simulation. The results show that in the early stage of social responsibility of tourist destination, the strong supervision of tourism administration plays a leading role. However, relying solely on improving the rewards can not prompt all parties to adopt the strategy of participation. Supervision and rewards and punishments must be strengthened. Although the system’s balanced results have little effect on the system, good and evil can not be neglected as the main source of economic benefits for tourist destinations. However, the tourist areas should recognize that they actively adjust their business model so as to increase their economic benefits from assuming social responsibilities The importance of Finally, based on the analysis results of evolutionary game, some countermeasures and suggestions are put forward for the social responsibility of tourist destination.