大尺度旅游线路的设计质量评价体系与检验:以欧洲出境观光游为例
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摘要
大尺度旅游的空间行为复杂,其线路质量的评价一直是学术界和企业界关注的焦点。文章在回顾旅游线路质量评价多种视角的基础上开展了3项研究,以欧洲出境观光游为例提出了大尺度旅游线路设计质量的评价体系并进行检验。研究首先借助扎根理论,从旅行社端提取了反映旅游线路设计质量的CEE评价准则。接着,在对热销旅游线路文本挖掘的基础上,提取了游客关心的线路质量关键词,并投影到CEE评价准则中,据此提出旅游线路设计质量评价体系及测量标准。最后,在参数区间设定和基于"旅行工匠"设计平台的实验检测两个方面验证了该评价体系具有较好的适应性和测评效果。文章设定的质量参数区间以及诊断步骤,为创新传统旅游线路设计方案和监控设计质量提供了新的方法参考,也为基于大数据应用的旅游商业实践提供了可操作的测量体系。
Due to the complexity of large-scale tour routes and the lack of performance standards in the industry, how to evaluate the performance of tour routes has become a critical issue for academic researchers and business managers. The sparse empirical research on the performance of large-scale tour routes indicates a clear gap in the literature. Drawing on the domains of economic utility, customer satisfaction and spatial-temporal behavior, this paper attempts to propose a performance evaluation system for large-scale tour routes through three inter-related studies. The following provides more details about these three studies.In Study 1, a qualitative approach is used to reveal the core criteria to evaluate the performance of large-scale tour routes. First-hand data was obtained from 16 interviews at 4 travel agencies. Grounded theory approach was used to analyze the interview data. Through processes of open coding, axial coding, and selection coding, 3 core performance criteria for evaluating large-scale tour routes emerged from the interview data: comfortable, economy, and execution domains(CEE criteria), which measure performance from three perspectives, i.e, comfortable feeling, product economy, and service execution.In Study 2, the three performance criteria identified in Study 1 is further validated using a quantitative approach. 23,586 online reviews were collected from Ctrip.com on outbound sightseeing routes that start from Beijing or Guangzhou to European countries. Text mining technology was used to surface the key words related to performance evaluation. The top twenty eight key words found in this process show the critical feelings of tourists on their trip and can be mapped to the CEE criteria. A performance evaluation system is then presented based on the results of study 1 and 2.In Study 3, the proposed performance evaluation system is used to assess performance of tour routes using data collected from two sources. First, 200 large-scale tour routes in Europe were collected from Ctrip.com. Parameter interval of indexes were used to estimate the comfortable feeling levels of these tour routes. Second, with the support of Wuhan Spring travel agency, multiple test data were collected from its visualization intelligent design platform named as Travel Craftsman, and using GPS tracking technology.Empirical evidence shows that the proposed evaluation system is good to measure the performance of tour routes for the tourism market. The identified CEE evaluation criteria provides critical managerial perspectives by considering the cost performance, reproducibility and generalizability of tour routes.This study not only provides theoretical guidance for large-scale tour routes designing and performance evaluation, but also has practical contributions on developing new evaluation system for tour routes. For practical contributions, this paper provides optimal direction in large-scale tour routes for travel agencies, e-commerce website, and government, and provides research basis for improving the quality of tourist experience. Future research can be further expanded to examine the evaluation measures for different scale of tourist routes.
Due to the complexity of large-scale tour routes and the lack of performance standards in the industry, how to evaluate the performance of tour routes has become a critical issue for academic researchers and business managers. The sparse empirical research on the performance of large-scale tour routes indicates a clear gap in the literature. Drawing on the domains of economic utility, customer satisfaction and spatial-temporal behavior, this paper attempts to propose a performance evaluation system for large-scale tour routes through three inter-related studies. The following provides more details about these three studies.In Study 1, a qualitative approach is used to reveal the core criteria to evaluate the performance of large-scale tour routes. First-hand data was obtained from 16 interviews at 4 travel agencies. Grounded theory approach was used to analyze the interview data. Through processes of open coding, axial coding, and selection coding, 3 core performance criteria for evaluating large-scale tour routes emerged from the interview data: comfortable, economy, and execution domains(CEE criteria), which measure performance from three perspectives, i.e, comfortable feeling, product economy, and service execution.In Study 2, the three performance criteria identified in Study 1 is further validated using a quantitative approach. 23,586 online reviews were collected from Ctrip.com on outbound sightseeing routes that start from Beijing or Guangzhou to European countries. Text mining technology was used to surface the key words related to performance evaluation. The top twenty eight key words found in this process show the critical feelings of tourists on their trip and can be mapped to the CEE criteria. A performance evaluation system is then presented based on the results of study 1 and 2.In Study 3, the proposed performance evaluation system is used to assess performance of tour routes using data collected from two sources. First, 200 large-scale tour routes in Europe were collected from Ctrip.com. Parameter interval of indexes were used to estimate the comfortable feeling levels of these tour routes. Second, with the support of Wuhan Spring travel agency, multiple test data were collected from its visualization intelligent design platform named as Travel Craftsman, and using GPS tracking technology.Empirical evidence shows that the proposed evaluation system is good to measure the performance of tour routes for the tourism market. The identified CEE evaluation criteria provides critical managerial perspectives by considering the cost performance, reproducibility and generalizability of tour routes.This study not only provides theoretical guidance for large-scale tour routes designing and performance evaluation, but also has practical contributions on developing new evaluation system for tour routes. For practical contributions, this paper provides optimal direction in large-scale tour routes for travel agencies, e-commerce website, and government, and provides research basis for improving the quality of tourist experience. Future research can be further expanded to examine the evaluation measures for different scale of tourist routes.
引文
[1]HUANG Xiaoting,LI Wenxuan,ZHANG Haiping,et al.Evaluation of tourist temporal-spatial behavior based on GPSdata[J].Tourism Tribune,2016,31(9):41-49.[黄潇婷,李玟璇,张海平等.基于GPS数据的旅游时空行为评价研究[J].旅游学刊,2016,31(9):41-49.]
[2]ZHOU Shangyi,LI Shufang,ZHANG Jiangxue.Behavioral geography and city tour route design:A case study of“One-Day tour in Suzhou”[J].Tourism Tribune,2002,17(5):66-70.[周商意,李淑方,张江雪.行为地理与城市旅游线路设计--以苏州一日游线路设计为例[J].旅游学刊,2002,17(5):66-70.]
[3]CHEN Qiyue.Tour Routes Design[M].Shanghai:Shanghai Jiaotong University Press,2010:37.[陈启跃.旅游线路设计[M].上海:上海交通大学出版社,2010:37.]
[4]SIRAKAYA E,CHOI H S.The role of mood on tourism product evaluations[J].Annals of Tourism Research,2004,21(3):517-539.
[5]RODRIGUEZ B,MOLINA J,PEREZ F,et al.Interactive design of personalised tourism routes[J].Tourism Management,2012,33(4):926-940.
[6]HUANG Yucheng.The quality standard of tourism products[J].Social Scientist,1998,12(5):52-54.[黄郁成.试论旅游产品的质量标准[J].社会科学家,1998,12(5):52-54.]
[7]CHU Yifang.Preliminary research about tour routes[J].Tourism Tribune,1992,7(2):9-13;57.[楚义芳.关于旅游线路设计的初步研究[J].旅游学刊,1992,7(2);9-13;57.]
[8]LI Shan,WANG Hui,WANG Zheng.A study on tour time planning of domestic sightseeing travel itineraries[J].Human Geography,2005,(2):51-56.[李山,王慧,王铮.中国国内旅游线路设计中的游时研究[J].人文地理,2005,(2):51-56.]
[9]LI Shan,WANG Zheng.Computable models on the temporal and spatial scale of an optimum tourism destination circle[J].Acta Geographica Sinica,2009,64(10):1256-1566.[李山,王铮.适度旅游圈时空规模的可计算模型[J].地理学报,2009,64(10):1256-1566.]
[10]WANG Wei,LIANG Liuke,LI Feng,et al.The tour proportion of excursion tourism lines production:The statistical analysis based on the excursion tourism lines in Henan Province[J].Economic Geography,2015,36(2):189-194.[王伟,梁留科,李峰,等.短期旅游线路产品中的游旅比研究--基于河南省内短期线路的统计分析[J].经济地理,2015,36(2):189-194.]
[11]WANG Ying,WANG Zheng.An analysis of tourism location[J].Acta Geographica Sinica,2000,55(3):346-353.[王瑛,王铮.旅游业区位分析──以云南为例[J].地理学报,2000,55(3):346-353.]
[12]DENSTADLI J M,JACOBSEN J K S.The long and winding roads:Perceived quality of scenic tourism routes[J].Tourism Management,2011,32(4):780-789.
[13]LI Yuan,DING Yanjie,WANG De.A New approach for designing tourist routes by considering travel time constraints and spatial behavior characteristics of tourists[J].Tourism Tribune,2016,31(9):50-60.[李渊,丁燕杰,王德.旅游者时间约束和空间行为特征的景区旅游线路设计方法研究[J].旅游学刊,2016,31(9):50-60.]
[14]HUANG Xiaoting,ZHU Shuwei,ZHAO Ying.Product follows behavior:A tourism time product planning approach[J].Tourism Tribune,2016,31(5):36-44.[黄潇婷,朱树未,赵莹.产品跟随行为:旅游时间产品规划方法[J].旅游学刊,2016,31(5):36-44.]
[15]HUANG Xiaoting.A study of tourists’emotional experience process based on space-time path:A case study of Ocean Park in Hong Kong[J].Tourism Tribune,2015,30(6):39-45.[黄潇婷.基于时空路径的旅游情感体验过程研究--以香港海洋公园为例[J].旅游学刊,2015,30(6):39-45.]
[16]WENG Gangmin,LI Huiying.Research on occurrence mechanism and administration measures concerning labor conflicts in tourism enterprises[J].Tourism Tribune,2016,31(3):62-69.[翁钢民,李慧盈.旅游企业劳资冲突的发生机制与治理策略研究[J].旅游学刊,2016,31(3):62-69.]
[17]CHARMAZ K.Constructing Grounded Theory:A Practical Guide Through Qualitative Analysis[M].London:Sage,2006:45.
[18]LIU Yi,BAO Jigang,CHEN Kaiqi.Sentimental features of Chinese outbound tourists in australia:Big-data based content analysis[J].Tourism Tribune,2017,32(5):46-58.[刘逸,保继刚,陈凯琪.中国赴澳大利亚游客的情感特征研究--基于大数据的文本分析[J].旅游学刊,2017,32(5):46-58.]
[19]XU J B.Perceptions of tourism products[J].Tourism Management,2010,31(5):607-610.
[20]HUANG Xiaoting.Quality comparison between space-time data of tourists’behaviour captured using GPS tracking technology and activity diaries[J].Tourism Management,2014,29(3):100-106.[黄潇婷.基于GPS与日志调查的旅游者时空行为数据质量对比[J].旅游学刊,2014,29(3):100-106.]
(1)本文涉及的旅游线路特指包价旅游(package tour)线路。
(1)与之类似的出境观光游线路(如北美、澳洲等)也具有一定的可推广性。
(2)尽管市场中已经出现辅助设计的“路书”“妙计”等数字化平台,但其核心是解决分销环节的产品信息可视化,而非支持产品设计。
(1)这两类数据为公司机密很难依靠公开数据获取,将在后续企业实验测试中进行测算。
(1)为了便于比较,核密度估计中休旅时间比减1后的绝对值(均衡值)转换得到的均衡偏差值越小,表示舒适度越高。
[2]ZHOU Shangyi,LI Shufang,ZHANG Jiangxue.Behavioral geography and city tour route design:A case study of“One-Day tour in Suzhou”[J].Tourism Tribune,2002,17(5):66-70.[周商意,李淑方,张江雪.行为地理与城市旅游线路设计--以苏州一日游线路设计为例[J].旅游学刊,2002,17(5):66-70.]
[3]CHEN Qiyue.Tour Routes Design[M].Shanghai:Shanghai Jiaotong University Press,2010:37.[陈启跃.旅游线路设计[M].上海:上海交通大学出版社,2010:37.]
[4]SIRAKAYA E,CHOI H S.The role of mood on tourism product evaluations[J].Annals of Tourism Research,2004,21(3):517-539.
[5]RODRIGUEZ B,MOLINA J,PEREZ F,et al.Interactive design of personalised tourism routes[J].Tourism Management,2012,33(4):926-940.
[6]HUANG Yucheng.The quality standard of tourism products[J].Social Scientist,1998,12(5):52-54.[黄郁成.试论旅游产品的质量标准[J].社会科学家,1998,12(5):52-54.]
[7]CHU Yifang.Preliminary research about tour routes[J].Tourism Tribune,1992,7(2):9-13;57.[楚义芳.关于旅游线路设计的初步研究[J].旅游学刊,1992,7(2);9-13;57.]
[8]LI Shan,WANG Hui,WANG Zheng.A study on tour time planning of domestic sightseeing travel itineraries[J].Human Geography,2005,(2):51-56.[李山,王慧,王铮.中国国内旅游线路设计中的游时研究[J].人文地理,2005,(2):51-56.]
[9]LI Shan,WANG Zheng.Computable models on the temporal and spatial scale of an optimum tourism destination circle[J].Acta Geographica Sinica,2009,64(10):1256-1566.[李山,王铮.适度旅游圈时空规模的可计算模型[J].地理学报,2009,64(10):1256-1566.]
[10]WANG Wei,LIANG Liuke,LI Feng,et al.The tour proportion of excursion tourism lines production:The statistical analysis based on the excursion tourism lines in Henan Province[J].Economic Geography,2015,36(2):189-194.[王伟,梁留科,李峰,等.短期旅游线路产品中的游旅比研究--基于河南省内短期线路的统计分析[J].经济地理,2015,36(2):189-194.]
[11]WANG Ying,WANG Zheng.An analysis of tourism location[J].Acta Geographica Sinica,2000,55(3):346-353.[王瑛,王铮.旅游业区位分析──以云南为例[J].地理学报,2000,55(3):346-353.]
[12]DENSTADLI J M,JACOBSEN J K S.The long and winding roads:Perceived quality of scenic tourism routes[J].Tourism Management,2011,32(4):780-789.
[13]LI Yuan,DING Yanjie,WANG De.A New approach for designing tourist routes by considering travel time constraints and spatial behavior characteristics of tourists[J].Tourism Tribune,2016,31(9):50-60.[李渊,丁燕杰,王德.旅游者时间约束和空间行为特征的景区旅游线路设计方法研究[J].旅游学刊,2016,31(9):50-60.]
[14]HUANG Xiaoting,ZHU Shuwei,ZHAO Ying.Product follows behavior:A tourism time product planning approach[J].Tourism Tribune,2016,31(5):36-44.[黄潇婷,朱树未,赵莹.产品跟随行为:旅游时间产品规划方法[J].旅游学刊,2016,31(5):36-44.]
[15]HUANG Xiaoting.A study of tourists’emotional experience process based on space-time path:A case study of Ocean Park in Hong Kong[J].Tourism Tribune,2015,30(6):39-45.[黄潇婷.基于时空路径的旅游情感体验过程研究--以香港海洋公园为例[J].旅游学刊,2015,30(6):39-45.]
[16]WENG Gangmin,LI Huiying.Research on occurrence mechanism and administration measures concerning labor conflicts in tourism enterprises[J].Tourism Tribune,2016,31(3):62-69.[翁钢民,李慧盈.旅游企业劳资冲突的发生机制与治理策略研究[J].旅游学刊,2016,31(3):62-69.]
[17]CHARMAZ K.Constructing Grounded Theory:A Practical Guide Through Qualitative Analysis[M].London:Sage,2006:45.
[18]LIU Yi,BAO Jigang,CHEN Kaiqi.Sentimental features of Chinese outbound tourists in australia:Big-data based content analysis[J].Tourism Tribune,2017,32(5):46-58.[刘逸,保继刚,陈凯琪.中国赴澳大利亚游客的情感特征研究--基于大数据的文本分析[J].旅游学刊,2017,32(5):46-58.]
[19]XU J B.Perceptions of tourism products[J].Tourism Management,2010,31(5):607-610.
[20]HUANG Xiaoting.Quality comparison between space-time data of tourists’behaviour captured using GPS tracking technology and activity diaries[J].Tourism Management,2014,29(3):100-106.[黄潇婷.基于GPS与日志调查的旅游者时空行为数据质量对比[J].旅游学刊,2014,29(3):100-106.]
(1)本文涉及的旅游线路特指包价旅游(package tour)线路。
(1)与之类似的出境观光游线路(如北美、澳洲等)也具有一定的可推广性。
(2)尽管市场中已经出现辅助设计的“路书”“妙计”等数字化平台,但其核心是解决分销环节的产品信息可视化,而非支持产品设计。
(1)这两类数据为公司机密很难依靠公开数据获取,将在后续企业实验测试中进行测算。
(1)为了便于比较,核密度估计中休旅时间比减1后的绝对值(均衡值)转换得到的均衡偏差值越小,表示舒适度越高。