以实现旅游服务供应链中成员环节的协调运转为基本目标，在对旅游服务供应链结构构成了解的基础上，从旅游供应链中的组成要素、基本特征和各个成员环节之间的关系等多个方面出发，阐述了旅游服务供应链管理的重点所在，运用得益模型和最佳数据选择模型对旅游服务供应链中各个成员环节之间协调问题进行分析，并提出了实现旅游服务供应链协调运转的有效措施。

In this paper, on the basis of the understanding of the composition of the tourist service supply chain, we elaborated on the key points in the management of such supply chain, then studied the coordination of the members on the supply chain using benefit model and optimal data selection model, and at the end, proposed the effective measures to realize the coordinated operation of the supply chain.

分析了旅游服务供应链的内涵及其特征，对旅游服务供应链的常见突发风险事件进行了分类，然后有针对性地提出了应对策略。

In this paper, we analyzed the connotation and characteristics of the tourism service supply chain, classified the common outbreak events in the supply chain, and at the end, proposed the countermeasures for each class of them.

近年来,在国家政策支持下,我国服务业取得了长足进步。十八大报告中指出,国家要实施创新驱动发展战略促进经济的再增长。在创新驱动战略及互联网信息技术普及应用的大背景环境下,服务供应链上主体企业（如旅游服务供应链上的酒店、旅行社等）在表现形式、推出的产品及产品销售渠道等方面探索并实施了不少新的模式,这些创新模式提升了主体企业及服务链整体的国际竞争力。本文主要就酒店和旅行社的新型运作模式作详细的分析研究,一定程度上提高大家对新型旅游服务链的认识。

In recent years, with the support of national policy, service industry has made considerable progress. The 18th National Congress pointed out that we must implement innovation-driven development strategy. In the context of innovation-driven strategy and universal application of the Internet information technology, inno-vations have been implementing on manifestations and product sales channels of main enterprise in tourism service supply chain which enhance the international competitiveness of the enterprise and the whole chain. This paper makes a detailed analysis on the new operating mode of hotel and travel agency, raising people''s awareness of the new mode tourism service chain to some extent.

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。

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.