旅游者主导下的乡村旅游体验价值共创研究
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摘要
旅游者体验价值的实现是乡村旅游产业得以发展的关键,但现有研究多从供给角度探讨乡村旅游发展现状及对策等问题,对旅游者体验价值创造认识不够。旅游者体验价值创造应由旅游企业单独生产的商品主导逻辑转向以旅游者主导各利益相关者共同参与的顾客主导逻辑。本文从价值共创的动机、行为方式以及价值共创结果三方面论述了旅游者主导乡村旅游体验共创的发展机理,并从转变乡村旅游供给者角色、提升旅游者价值共创能力、搭建体验价值共创平台以及夯实乡村旅游供给基础四方面提出了保障措施。
The realization of tourists ' experience value is the key to the development of rural tourism industry, but the existing researches focus on the current situation and countermeasures of rural tourism from the perspective of supply, which is not enough for the value creation of tourists' experience. The value creation of tourists' experience should be shifted from the commodity-dominant logic of tourism enterprises to the customer-led logic with the participation of various stakeholders. This paper discusses the development mechanism of tourist-led rural tourism experience in three aspects of value-creating motive, behavior mode and value-creating result, and puts forward the safeguard measures from four perspectives including the transformation of the role of rural tourism providers, enhancing the ability of tourists to create the value co-creation, building the platform of experiencing the value co-creation and consolidating the basis of rural tourism supply.
The realization of tourists ' experience value is the key to the development of rural tourism industry, but the existing researches focus on the current situation and countermeasures of rural tourism from the perspective of supply, which is not enough for the value creation of tourists' experience. The value creation of tourists' experience should be shifted from the commodity-dominant logic of tourism enterprises to the customer-led logic with the participation of various stakeholders. This paper discusses the development mechanism of tourist-led rural tourism experience in three aspects of value-creating motive, behavior mode and value-creating result, and puts forward the safeguard measures from four perspectives including the transformation of the role of rural tourism providers, enhancing the ability of tourists to create the value co-creation, building the platform of experiencing the value co-creation and consolidating the basis of rural tourism supply.
引文
[1]潘顺安.中国乡村旅游驱动机制与开发模式研究[D].长春:东北师范大学,2017.
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[4]VARGO S L,LUSCH R F.Evolving to a New DominantLogic for Marketing[J].Journal of Marketing,2004,68(1):1-17.
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[7]纪春礼,聂莉芹,聂元昆.基于服务主导逻辑的旅游业顾客价值重构[J].商业研究,2015(9):116-122.
[8]李丽娟,旅游体验价值共创影响机理研究--以北京香山公园为例[J].地理与地理信息科学,2012,28(3):96-100.
[9]贾薇.顾客参与对顾客价值创造的影响机理研究[D].哈尔滨:哈尔滨工业大学,2010.
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[2]蒋婷.体验视角下顾客间互动对再惠顾意愿的影响研究[D].济南:山东大学,2012.
[3]武文珍,陈启杰.价值共创理论形成路径探析与未来研究展望[J].外国经济与管理,2012,4(6),66-74.
[4]VARGO S L,LUSCH R F.Evolving to a New DominantLogic for Marketing[J].Journal of Marketing,2004,68(1):1-17.
[5]LECLERCQ T,HAMMEDI W,PONCIN I.Ten years of value co-creation:An integrative review[J].Recherche en Applications en Marketing,2016,31(3)26-60.
[6]FULLER J.Why consumers engage in virtual newproduct developments initiated by producers[J].Advances in Consumer Research,2006,33(1):639-646.
[7]纪春礼,聂莉芹,聂元昆.基于服务主导逻辑的旅游业顾客价值重构[J].商业研究,2015(9):116-122.
[8]李丽娟,旅游体验价值共创影响机理研究--以北京香山公园为例[J].地理与地理信息科学,2012,28(3):96-100.
[9]贾薇.顾客参与对顾客价值创造的影响机理研究[D].哈尔滨:哈尔滨工业大学,2010.
[10]李朝辉.虚拟品牌社区环境下顾客参与价值共创对品牌体验的影响[J].财经论丛,2014,183(7):75-81.