服务包理论下民宿的非标准性研究
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摘要
民宿的非标准性体现在服务包理论的隐性服务、支持性环境、显性服务和辅助物品之中。隐性服务中主人的梦想和理念、无所不知的管家、精神文化的交流、亲切朋友式的服务和地方性体验铸就民宿的主要特色。支持性环境即观山望水的秀美环境、别样的建筑风格和景观特色、独特的空间设计、高端精致的物品设施为民宿的特色服务提供了物质载体。显性服务和辅助物品为民宿的特色锦上添花,为实现民宿非标准性提供了可行路径,即发挥主人效应,打造诱人情怀;注重员工培训,营造家庭氛围;利用当地资源,突出地方体验性;联合社区发展,实现小区共荣;发挥等级优势,提升品牌质量;利用线上数据,推动线下营销,对成功打造新旅游者追求的民宿和民宿新规中的金民宿具有重要意义。
The non-standard nature of B&B is reflected in the hidden services,supporting environment,explicit services and auxiliary items of the service package theory. The owner's dreams and ideas,butlers who know everything,spiritual and cultural exchanges,friend-like services,and local experiences in the hidden service have created the main characteristics of the hotel. The supportive environment which includes the beautiful environment of the views,distinct architectural styles and landscape features,unique space designs,and high-end and refined items provides the material carrier for B&B's unique services. Explicit services and supplementary items add to the character of the property. In order to achieve a non-standard B&B service,the paper puts forward the following suggestions: develop appeals on the strengths of the owner; create a homely atmosphere through staff training; highlight experiences peculiar to local resources,achieve community co-prosperity via collaboration; play a hierarchical advantage,improve brand quality by utilizing hierarchical advantages; and to promote off-line marketing using online data. The research is of great significance to the development of Golden B&B which caters for the demand of new tourists in this era.
The non-standard nature of B&B is reflected in the hidden services,supporting environment,explicit services and auxiliary items of the service package theory. The owner's dreams and ideas,butlers who know everything,spiritual and cultural exchanges,friend-like services,and local experiences in the hidden service have created the main characteristics of the hotel. The supportive environment which includes the beautiful environment of the views,distinct architectural styles and landscape features,unique space designs,and high-end and refined items provides the material carrier for B&B's unique services. Explicit services and supplementary items add to the character of the property. In order to achieve a non-standard B&B service,the paper puts forward the following suggestions: develop appeals on the strengths of the owner; create a homely atmosphere through staff training; highlight experiences peculiar to local resources,achieve community co-prosperity via collaboration; play a hierarchical advantage,improve brand quality by utilizing hierarchical advantages; and to promote off-line marketing using online data. The research is of great significance to the development of Golden B&B which caters for the demand of new tourists in this era.
引文
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[15]程子彦.在线旅游重新洗牌“非标品领域”成竞争蓝海[J].中国经济周刊,2016(3):56-57.
[2]马东升.论“新型旅游者”[J].桂林旅游高等专科学校学报,2006(6):672-676.
[3]胡俊.基于新主义范式的跨文化旅游消费动机研究[D].广州:广东外语外贸大学,2007.
[4]马波.对“新旅游者”的感知与相关思考[J].旅游学刊,2014(8):3-5.
[5]Clarke J.Farm accommodation and the communication mix[J].Tourism Management,1996,17(8):611-616.
[6]陈春燕.杭州西湖风景区民宿的现状及发展对策分析[J].中国商论,2015(21):122-125.
[7]袁东阳,马颖,程一木.差异化战略与竞争优势的可持续性:理论与案例研究[J].技术经济,2014(5):118-124.
[8]刘佳.迈克尔·波特:差异化战略,构筑竞争优势[J].经营与管理,2014(4):11-12.
[9]詹姆斯A.菲茨西蒙斯,莫娜J.菲茨西蒙斯.服务管理:运作、战略与信息技术[M].张金成,范秀成,译.北京:机械工业出版社,2007:13-42.
[10]叶锦鸿.台湾民宿之美[M].广州:广东旅游出版社,2016:67-70.
[11]关子辰,白帆,王胜男.非标住宿连锁化不等于同质化[N].北京商报,2017-03-16(A2).
[12]周人果.在线旅游拼杀“非标品”,谁更强?[N].南方日报,2017-06-15(B4).
[13]李备.全域旅游下的云南民宿品牌文化建设:民宿品牌文化中的民族特色道路探究[J].理论研究,2017(5):96-99.
[14]张宇.非标品时代,流量已不是决定性因素[N].中国旅游报,2016-01-22(A2).
[15]程子彦.在线旅游重新洗牌“非标品领域”成竞争蓝海[J].中国经济周刊,2016(3):56-57.