A practical problem that the travel agency faces is to promote tour guides to improve their service effort level in the tourism service supply chain. A side payment incentive scheme is presented to solve this problem. Analyzed the game players’optimal strategies and expected profits before and after the implementation of the side payment incentive scheme by means of game theory, and proved that this incentive scheme not only could motivate tour guides to enhance their service effort level, but also could increase the travel agency’s expected returns and improve the operational efficiency of the tourism service supply chain.