旅游体验价值共创研究
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摘要
传统的以产品为主导的价值创造体系正在向以服务为主导的新价值创造体系转变。在旅游业中同样存在着这种变化趋势：传统的以产品为核心的营销方式已经不能很好地满足游客日益多元化的旅游需求,部分游客已不再仅仅满足于旅游产品本身功能效用所带来的实用价值,更追求个性化的旅游体验；与此同时,游客在旅游活动中的角色正发生着深刻转变,有些游客已不再只是旅游产品和服务的被动接受者,而是具有主动参与产品开发的愿望,希望成为景区产品开发的控制者和合作者。在此背景下,旅游景区如何满足游客个性化旅游体验需求和参与产品开发的愿望,实现与游客共同创造价值,构建以服务为主导的新型价值创造体系,将成为未来旅游管理学、营销学研究的热点。
虽然旅游体验、体验价值和价值共创理论已成为近年来学术界研究的热点,但是将三种理论结合进行旅游体验价值共创理论的研究尤为匮乏,特别是缺少对游客参与价值共创影响机理的研究。基于上述研究现状,本研究系统地探讨了旅游体验价值共创的基本理论架构,并以北京香山公园为例,从游客感知视角研究了游客参与价值共创的内在影响机理,据此提出了景区构建旅游体验价值共创机制的具体化建议。
首先,在对相关理论研究进行综述的基础上,探索性地构建了旅游体验价值共创的基本理论架构。在对旅游体验价值共创概念及本质进行清晰阐释的基础上,分析了其基本构成要素(DART),并按照消费时序阶段和互动关系发展进程进行了价值共创过程划分,分析了不同阶段的特点和内容。此外,从多个视角进行了旅游体验价值共创的层级体系划分,并阐述了游客与景区共同创造价值对于旅游体验价值和景区顾客资产价值的协同增效作用。
基于上述理论探讨,进一步深入剖析了游客参与旅游体验价值共创的内在作用机理,构建了游客参与价值共创前因影响要素与价值共创行为、价值共创结果之间相互作用的理论框架模型。将游客个性特征、领袖地位、信息交流和景区供给作为前因要素,将游客参与价值共创行为划分为主动和被动参与、浅层和深层参与四个维度,将提高旅游体验价值和游客忠诚度作为参与价值共创活动的结果变量,运用理论演绎法推断出四个前因要素与价值共创行为、价值共创结果各变量之间相互作用的因果关系,并提出了相应的路径假设。
进一步地,对所提出的理论模型和路径假设进行实证检验。以北京香山公园游客调研数据为基础,运用描述性统计分析、因素分析、相关回归分析、结构方程模型以及方差分析等多种统计分析方法对实证数据进行分析。研究结果表明,除了领袖地位对被动参与价值共创行为没有显著的正向相关关系外,四个前因要素对游客参与旅游体验价值共创行为均存在着正向相关关系,游客通过参与价值共创活动对旅游体验价值和游客忠诚度都有积极的促进作用。此外,对游客参与旅游体验价值共创内容偏好和方式偏好进行了描述性统计分析,对游客人口统计特征、旅游特性和参与价值共创行为维度进行了交叉频率分析。
最后,总结实证数据分析结果和研究结论,据此提出景区构建旅游体验价值共创机制的建议。根据实证分析结果,对景区确定参与价值共创的目标游客群体、搭建与游客互动交流平台等方面提出了具体化的建议：即景区要根据不同特性细分游客群体的共性特征和偏好,有针对性地设置价值共创内容、组织交流活动；同时景区还要提供透明的信息、便利的沟通渠道,适当的奖励激励,重视并及时回应游客反馈意见,以吸引游客参与价值共创活动,确保游客与景区共同创造价值活动的顺利实施。此外,还提出了景区构建旅游体验价值共创机制所要采取的必要保障措施,包括管理者理念的转变、加强员工培训、采取激励措施、明确权利和义务、建立合理的利益分配制度和价值共创风险预估及防范机制等。
综上,本研究采用理论推演和实证研究相结合的方法,探讨了旅游体验价值共创的基本理论,推断并实证检验了游客参与旅游体验价值共创的内在作用机理,丰富和发展了旅游体验、体验价值和价值共创理论,为景区构建旅游体验价值共创机制的实践活动提供有益的借鉴和参考
Traditional product-oriented value creation system is turning to service-oriented value creation system. This trend also exists in the tourism industry. The traditional product-oriented marketing mode has not well met the needs of visitors. Visitors' demands show the tendency of diversification. Some visitors not only focus on the consumption of tourism product, but also pursue personalized tourism experience; they are not willing to become the passive consumers, but have a really strong desire to participate in the development of tourism product with tourism enterprise, and gradually become the new source of enterprises'competitive advantage. In this context, it is necessary for tourism enterprisers to meet the visitors'need of personalized touristic experience and participation in product development, and to construct the mechanism of co-creating experience value with visitors. Co-creating value with visitors will become the study hotspot of Tourism Management and Marketing Science in the future.
Although the theories of tourism experience, experiential value and value co-creation have become a hot point of academic research in recent years, but the research is just at the beginning stage, the research results is not much seen. Research in touristic experience value co-creation theory is almost blank field by the application of the three theories. Even it is hardly seen to research in the influence mechanism of visitors'participation in value co-creation. So this paper probed into the basic theoretical framework of co-creating touristic experience value between visitors and tourism enterprisers, and explored and empirically tested the intrinsic influence mechanism of visitors'participation in value co-creation from the perspective of visitors'perception. Based on the results, this paper put forward specific recommendations for tourism enterprisers to construct value co-creation mechanism.
First of all, based on the analysis of the related theories including touristic experience, experience value and value co-creation, this paper probed into the basic theoretical framework of co-creating touristic experience value between visitors and tourism enterprisers. The concept and essence of touristic experience value co-creation were clearly explained, and the basic elements (DART) were analyzed. The process of value co-creation was divided into different stages in accordance the temporal phase of consumption and the value creation process, and the content and characteristics of value co-creation in each stage were analyzed. In addition, classification systems of touristic experience value co-creation were established, from multiple perspectives concerning touristic experience, experiential value and value co-creation. The important significance of value co-creation was elaborated, and the synergistic effect of visitor experience value and tourism enterprisers'customer asset value scenic.
Based on the above theoretical exploration regarding touristic experience value co-creation, the intrinsic influence mechanism of visitors'participation in value co-creation are analyzed thoroughly, and the theoretical framework model about the interactive influence of antecedents, behavior and results was constructed. Visitors'personality, leadership, communication intention and supply conditions of tourism enterprisers were regarded as antecedents variables; visitors'participation behavior was divided into four dimensions, including active and passive participation, shallow and deep involvement; the improvement of visitors'experience value and visitor loyalty were regarded as the outcome variables. According to previous related studies, the interactions among the above variables were deduced; the corresponding path hypotheses were put forward.
Further, the above theoretical model and path hypotheses were empirically tested. Based on the investigation data in the Beijing Xiangshan Park, many methods of statistical analysis were used to analyze the empirical data, such as descriptive statistical analysis, factor analysis, correlation analysis, structural-equation model(SEM), variance analysis and the like. The results show that, all path hypotheses are tested or partially tested, except that visitors'leadership has not positive effect on passive participation behavior. That is to say, four antecedent variables have positive correlation with visitors'participation behaviors, and visitors'participation behaviors have positive correlation with participation results. In addition, the frequency of visitors'preference for participation content and mode were analyzed, and the cross frequency between visitors'demographic characteristics, tourism characteristics and participation behaviors were analyzed.
Finally, the empirical data analysis results were summarized, and practical suggestions on construction of touristic experience value co-creation mechanism for tourism enterprisers were put forward. According to the results of empirical analysis, some specific suggestions were proposed for tourism enterprisers to determine target groups of visitor involvement and to build communication platform. Specifically, the content of value co-creation will be set and exchange activities will be organized in the light of visitors'common characteristics and preference. At the same time, tourism enterprisers'provision conditions, such as transparent information on scenic spots and value co-creation, convenient communication channels, certain incentives, more emphasis on and timely response to visitors'advices, will be necessary to attract visitors to participate in co-creating value and to ensure the successful implementation of value co-creation mechanism. In addition, the necessary safeguard measures were put forth, including the transformation of managers'idea, the training for staff, the adoption of appropriate incentives, the clarification of the rights and obligations, the establishment of benefit distribution system, the creation of risk prediction and prevention mechanism of visitor'participation in co-creating vlue.
In conclusion, this paper used the methods of theoretical deduction and empirical research, probed into the basic theory of touristic experience value co-creation, deduced and empirically validated the intrinsic influence mechanism, enriched and developed the travel experience and value creating theories, and lastly provided useful reference.
虽然旅游体验、体验价值和价值共创理论已成为近年来学术界研究的热点,但是将三种理论结合进行旅游体验价值共创理论的研究尤为匮乏,特别是缺少对游客参与价值共创影响机理的研究。基于上述研究现状,本研究系统地探讨了旅游体验价值共创的基本理论架构,并以北京香山公园为例,从游客感知视角研究了游客参与价值共创的内在影响机理,据此提出了景区构建旅游体验价值共创机制的具体化建议。
首先,在对相关理论研究进行综述的基础上,探索性地构建了旅游体验价值共创的基本理论架构。在对旅游体验价值共创概念及本质进行清晰阐释的基础上,分析了其基本构成要素(DART),并按照消费时序阶段和互动关系发展进程进行了价值共创过程划分,分析了不同阶段的特点和内容。此外,从多个视角进行了旅游体验价值共创的层级体系划分,并阐述了游客与景区共同创造价值对于旅游体验价值和景区顾客资产价值的协同增效作用。
基于上述理论探讨,进一步深入剖析了游客参与旅游体验价值共创的内在作用机理,构建了游客参与价值共创前因影响要素与价值共创行为、价值共创结果之间相互作用的理论框架模型。将游客个性特征、领袖地位、信息交流和景区供给作为前因要素,将游客参与价值共创行为划分为主动和被动参与、浅层和深层参与四个维度,将提高旅游体验价值和游客忠诚度作为参与价值共创活动的结果变量,运用理论演绎法推断出四个前因要素与价值共创行为、价值共创结果各变量之间相互作用的因果关系,并提出了相应的路径假设。
进一步地,对所提出的理论模型和路径假设进行实证检验。以北京香山公园游客调研数据为基础,运用描述性统计分析、因素分析、相关回归分析、结构方程模型以及方差分析等多种统计分析方法对实证数据进行分析。研究结果表明,除了领袖地位对被动参与价值共创行为没有显著的正向相关关系外,四个前因要素对游客参与旅游体验价值共创行为均存在着正向相关关系,游客通过参与价值共创活动对旅游体验价值和游客忠诚度都有积极的促进作用。此外,对游客参与旅游体验价值共创内容偏好和方式偏好进行了描述性统计分析,对游客人口统计特征、旅游特性和参与价值共创行为维度进行了交叉频率分析。
最后,总结实证数据分析结果和研究结论,据此提出景区构建旅游体验价值共创机制的建议。根据实证分析结果,对景区确定参与价值共创的目标游客群体、搭建与游客互动交流平台等方面提出了具体化的建议：即景区要根据不同特性细分游客群体的共性特征和偏好,有针对性地设置价值共创内容、组织交流活动；同时景区还要提供透明的信息、便利的沟通渠道,适当的奖励激励,重视并及时回应游客反馈意见,以吸引游客参与价值共创活动,确保游客与景区共同创造价值活动的顺利实施。此外,还提出了景区构建旅游体验价值共创机制所要采取的必要保障措施,包括管理者理念的转变、加强员工培训、采取激励措施、明确权利和义务、建立合理的利益分配制度和价值共创风险预估及防范机制等。
综上,本研究采用理论推演和实证研究相结合的方法,探讨了旅游体验价值共创的基本理论,推断并实证检验了游客参与旅游体验价值共创的内在作用机理,丰富和发展了旅游体验、体验价值和价值共创理论,为景区构建旅游体验价值共创机制的实践活动提供有益的借鉴和参考
Traditional product-oriented value creation system is turning to service-oriented value creation system. This trend also exists in the tourism industry. The traditional product-oriented marketing mode has not well met the needs of visitors. Visitors' demands show the tendency of diversification. Some visitors not only focus on the consumption of tourism product, but also pursue personalized tourism experience; they are not willing to become the passive consumers, but have a really strong desire to participate in the development of tourism product with tourism enterprise, and gradually become the new source of enterprises'competitive advantage. In this context, it is necessary for tourism enterprisers to meet the visitors'need of personalized touristic experience and participation in product development, and to construct the mechanism of co-creating experience value with visitors. Co-creating value with visitors will become the study hotspot of Tourism Management and Marketing Science in the future.
Although the theories of tourism experience, experiential value and value co-creation have become a hot point of academic research in recent years, but the research is just at the beginning stage, the research results is not much seen. Research in touristic experience value co-creation theory is almost blank field by the application of the three theories. Even it is hardly seen to research in the influence mechanism of visitors'participation in value co-creation. So this paper probed into the basic theoretical framework of co-creating touristic experience value between visitors and tourism enterprisers, and explored and empirically tested the intrinsic influence mechanism of visitors'participation in value co-creation from the perspective of visitors'perception. Based on the results, this paper put forward specific recommendations for tourism enterprisers to construct value co-creation mechanism.
First of all, based on the analysis of the related theories including touristic experience, experience value and value co-creation, this paper probed into the basic theoretical framework of co-creating touristic experience value between visitors and tourism enterprisers. The concept and essence of touristic experience value co-creation were clearly explained, and the basic elements (DART) were analyzed. The process of value co-creation was divided into different stages in accordance the temporal phase of consumption and the value creation process, and the content and characteristics of value co-creation in each stage were analyzed. In addition, classification systems of touristic experience value co-creation were established, from multiple perspectives concerning touristic experience, experiential value and value co-creation. The important significance of value co-creation was elaborated, and the synergistic effect of visitor experience value and tourism enterprisers'customer asset value scenic.
Based on the above theoretical exploration regarding touristic experience value co-creation, the intrinsic influence mechanism of visitors'participation in value co-creation are analyzed thoroughly, and the theoretical framework model about the interactive influence of antecedents, behavior and results was constructed. Visitors'personality, leadership, communication intention and supply conditions of tourism enterprisers were regarded as antecedents variables; visitors'participation behavior was divided into four dimensions, including active and passive participation, shallow and deep involvement; the improvement of visitors'experience value and visitor loyalty were regarded as the outcome variables. According to previous related studies, the interactions among the above variables were deduced; the corresponding path hypotheses were put forward.
Further, the above theoretical model and path hypotheses were empirically tested. Based on the investigation data in the Beijing Xiangshan Park, many methods of statistical analysis were used to analyze the empirical data, such as descriptive statistical analysis, factor analysis, correlation analysis, structural-equation model(SEM), variance analysis and the like. The results show that, all path hypotheses are tested or partially tested, except that visitors'leadership has not positive effect on passive participation behavior. That is to say, four antecedent variables have positive correlation with visitors'participation behaviors, and visitors'participation behaviors have positive correlation with participation results. In addition, the frequency of visitors'preference for participation content and mode were analyzed, and the cross frequency between visitors'demographic characteristics, tourism characteristics and participation behaviors were analyzed.
Finally, the empirical data analysis results were summarized, and practical suggestions on construction of touristic experience value co-creation mechanism for tourism enterprisers were put forward. According to the results of empirical analysis, some specific suggestions were proposed for tourism enterprisers to determine target groups of visitor involvement and to build communication platform. Specifically, the content of value co-creation will be set and exchange activities will be organized in the light of visitors'common characteristics and preference. At the same time, tourism enterprisers'provision conditions, such as transparent information on scenic spots and value co-creation, convenient communication channels, certain incentives, more emphasis on and timely response to visitors'advices, will be necessary to attract visitors to participate in co-creating value and to ensure the successful implementation of value co-creation mechanism. In addition, the necessary safeguard measures were put forth, including the transformation of managers'idea, the training for staff, the adoption of appropriate incentives, the clarification of the rights and obligations, the establishment of benefit distribution system, the creation of risk prediction and prevention mechanism of visitor'participation in co-creating vlue.
In conclusion, this paper used the methods of theoretical deduction and empirical research, probed into the basic theory of touristic experience value co-creation, deduced and empirically validated the intrinsic influence mechanism, enriched and developed the travel experience and value creating theories, and lastly provided useful reference.
引文
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