PurposeThis research aims to develop an improved model with government intervention and find the government policy for developing green tourism to induce the travel agencies have incentives to produce green tourism products.Design/methodology/approachThis research employs Stackelberg game theory to study two travel agencies in the horizontal direction of the tourism supply chain. Two deterministic, price-sensitive linear demand functions are utilized for these two different tourism products to derive possible analytical solutions.FindingsNo travel agency is willing to produce green tourism products without government intervention. The solution proposed in this paper is that a government should subsidize green travel agencies for their production of green tourism products, and create a tax for non-green traditional travel agencies for the production of non-green traditional tourism products. The amount of government subsidies for green tourism products plus the tax on non-green traditional tourism products equals the difference in unit cost of the two products. The travel agency that produces green tourism products has incentive to produce if there is government intervention.Practical implicationsThis paper provides the stakeholders with three practical implications. The first one is that the amount of subsidy for green travel agencies can be paid by taxing non-green ones. This is the optimal solution. The second one for both the tourism sector and government is that technological innovation in cooperation between government and tourism industry such as low-carbon technology is critical to reduce the cost difference between green travel agency products and non-green ones. The third one is that green travel agencies that produce green tourism products can also fulfill their corporate social responsibilities and enhance their social image.Originality/valueThis paper is unique in that it develops a model to resolve the problem of insufficient incentives. In terms of government intervention, this article also considers tax policy in addition to subsidy policy which is different from previous literature.
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