Research of supply chain coordination in the service supply chain management of ecological tourism

With the development of economy and the accelerating rhythm of life, pressure of work and competition is becoming bigger and bigger. Traveling outside is an effective way to relax and plays a more and more important role in people´s lives. Tourism service supply chain is built to meet the needs of tourists. The supply chain structure includes food, accommodation, travel, tour, shopping, entertainment companies (travel services provider), multilevel travel agencies (travel service integrators) and tourists. Due to the tourism product is not the physical product, compared to the traditional physical supply chain, tourism supply chain has many unique characteristics. On the basis of the analysis of tourism supply chain structure and characteristics of tourism products, selection problem of tourism products from the perspective of tourists´ utility is studied, providing decision-making basis for the travel agency.