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This study examines the price competition, experiential quality and online marketing decisions of a tourism supply chain, consisting of a tourism operator and two online retailers. The equilibrium solutions and the conditions for unique optimal solutions are derived in three supply chain strategies. This study also investigates performance improvement measures, including the operator’s involvement in online marketing and online reviews for quality improvement. An experimental analysis is conducted to compare supply chain performance and provide tourism managerial insights. The investigation provides a reference for tourism policies that could assist in improving experiential quality and operation performance.

Price Competition, Experiential Quality and Online Marketing Decisions of a Tourism Supply Chain