Research on Tourism Marketing Channel Conffict and Governance Based on E-Business

E-business has brought bran-new reform for tourism marketing channel, and has also induced new channel conflict. Therefore, it is of great theoretical and practical significance to study tourism marketing channel conflict and its governance strategy under the environment of E-business. Firstly, this paper analyzes reforms of tourism marketing channel which are brought by E-business. Then, on the basis of the game theory, it researches "prisoner's dilemma" phenomenon among channel members of tourism marketing, and analyzes that the main reason is lack of effective communication, incentive and restrictive mechanism. Finally, it puts forward to some countermeasures to resolve tourism marketing channel conflict.