Research on Online Tourism Service Supply Chain Strategy Based on Mixed Bundling Strategy

Taking the two-level tourism service supply chain composed of two independent service providers and an online travel platform as the research object, considering the separate sales model and mixed bundling sales model, using the Stackelberg game, the impact of price sensitivity factors and product substitution factors on suppliers and online travel platform profits are analyzed when the online travel platform adopts different sales strategies. The research results show that the online travel platform can increase profits by adopting a hybrid bundling sales strategy; for service providers, as the price sensitivity becomes larger, the optimal strategy shifts from individual sales to hybrid bundled sales; When the substitution is weakened, individual sales gradually become a dominant strategy.