| Summary: | 博士 === 中華大學 === 科技管理學系(所) === 96 === Tourism industry is regarded as one of the star industries of the 21st century. A lot of evidences show that the tourism industry will play an important role to the global economy growth. This study begins with analyzing how a firm prices its two recreation activities in the presence of tourists’ variety-seeking recreation behavior in the recreation industry. Next, how to attract the tourists to purchase the firm’s services at their first visit by adopting some appropriate marketing strategies and how to use the pricing strategies, marketing strategies and the visitors’ word-of-mouth effect to persuade the tourists who have purchased from the rival switch to the firm while they revisit is also discussed here. Finally, the study canvasses how two firms located in the same scenic spot decide learn or not to learn the marketing strategy from the competitive rival. By using game theory, the sub-game perfect equilibrium can be solved. The results demonstrate that the pricing policy adopted by a firm in tourism industry should be varied with the tourists’ variety-seeking recreation behavior, the market shares as well as marketing strategies.
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