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The arising of unprofessional service in package tour makes conformance quality control increasingly important. This paper constructs a game model of dual-channel tourism supply chain composed of a traditional tour retail channel and an online channel under tourists’ quality preference. Focus on the condition that tour retailer provides extra service as differentiation strategy, the impacts of conformance quality on the decision-making of centralized and decentralized systems are analyzed with mathematical analysis, as well as the equilibrium conformance quality and the coordination strategy. This paper further compares the conformance quality and profits in centralized, decentralized, and coordinated systems and provides a sensitivity analysis of tourists’ quality preferences with numerical analysis. The results indicate that the conformance quality produces different impacts on the two channels. Decentralized structure is the dominant strategy, while centralized structure is more conductive to conformance quality control. The two-part tariff strategy is proposed and demonstrated to be effective in improving conformance quality. Tourists’ quality preferences are conductive to increasing the equilibrium conformance quality under certain conditions. This study provides guidance to the sustainable development of dual-channel tourism supply chain.

Conformance Quality of the Dual-Channel Tourism Supply Chain under Tourists’ Quality Preference