基于体验视角的旅游产品深度开发研究
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摘要
体验经济将成为继农业经济、工业经济和服务经济之后经济发展的支柱,体验与旅游具有天然不可分割的关系,异地的身心自由体验是旅游的本质。体验经济时代的到来,体验将作为旅游产品开发的新视野,催生旅游产品向更深的维度开发,旅游产品的内核将演变为向游客提供体验,旅游业的竞争重心将从价格竞争逐渐转为体验价值的竞争。
本课题研究立足于体验及旅游体验的相关理论、旅游产品理论以及旅游产品开发的基础理论。在对基础概念和理论进行深入研究的基础上,以体验为视角探讨了旅游产品深度开发的内涵、开发原则、开发思路以及开发模式。本文提出了体验型旅游产品深度开发的五点思路:设计体验主题和项目策划、营造体验氛围、挖掘文化内涵、整合旅游资源和开发绿色旅游产品。
结合理论研究,本文选取我国著名的道教名山、世界文化遗产地武当山景区为研究案例,从自然与人文资源的赋存、区位条件、旅游经营发展概况三个方面对武当山的旅游开发条件进行了深入研究,并在SWOT分析的基础上找出目前武当山旅游产品开发中存在着产品单一、缺乏文化内涵、基础设施陈旧、产品营销手段落后等不足之处。针对武当山的现状和发展中存在的问题分别从塑造主题形象、构建有深厚文化内涵的复合型旅游产品体系、旅游体验项目设计、服务体验的优化、目的地营销、世界文化遗产旅游产品开发保障体系建设六个方面有针对性地提出了体验视角下切实可行的产品开发对策。
The experience economy will become the mainstay after service economy, experience and tourism has natural indivisible relationship, experience is the essence of tourism. The arrival of the experience economy era, experience as a new vision will promote the tourism product development to deeper dimension. The core of tourism product has turned for providing experience to tourists.
This research based on the experience and the related theory, tourism products theory and tourism product development theory. Based on a thorough investigation for the theory, this paper from the perspective of experience discusses the tourism products depth development of thinking, principle and mode. In this paper put forward five thinking, contains designing experience theme and project planning, creating experience atmosphere, excavation culture connotation, integrating tourist resources, developing green tourism products.
Combination of the theoretical research, this paper selects the famous Taoist mountains of China, the world heritage area Wudang mountains scenic area for case study, from the natural and cultural resources of the occurrence, location and Tour operators overview three conditions for tourism development on the Wudang Mountain depth study, and on the basis of the SWOT analysis to find the limitations such as have single product, the lack of culture content, obsolete infrastructure, product marketing behind. From experience perspective, this paper respectively from six aspects put forward tourism product development strategy, modeling theme image, constructing a compound tourism products system contains profound cultural, tourism experience project planning, service experience optimization , tourism destination marketing, the world cultural heritage tourism product development guarantee system.
本课题研究立足于体验及旅游体验的相关理论、旅游产品理论以及旅游产品开发的基础理论。在对基础概念和理论进行深入研究的基础上,以体验为视角探讨了旅游产品深度开发的内涵、开发原则、开发思路以及开发模式。本文提出了体验型旅游产品深度开发的五点思路:设计体验主题和项目策划、营造体验氛围、挖掘文化内涵、整合旅游资源和开发绿色旅游产品。
结合理论研究,本文选取我国著名的道教名山、世界文化遗产地武当山景区为研究案例,从自然与人文资源的赋存、区位条件、旅游经营发展概况三个方面对武当山的旅游开发条件进行了深入研究,并在SWOT分析的基础上找出目前武当山旅游产品开发中存在着产品单一、缺乏文化内涵、基础设施陈旧、产品营销手段落后等不足之处。针对武当山的现状和发展中存在的问题分别从塑造主题形象、构建有深厚文化内涵的复合型旅游产品体系、旅游体验项目设计、服务体验的优化、目的地营销、世界文化遗产旅游产品开发保障体系建设六个方面有针对性地提出了体验视角下切实可行的产品开发对策。
The experience economy will become the mainstay after service economy, experience and tourism has natural indivisible relationship, experience is the essence of tourism. The arrival of the experience economy era, experience as a new vision will promote the tourism product development to deeper dimension. The core of tourism product has turned for providing experience to tourists.
This research based on the experience and the related theory, tourism products theory and tourism product development theory. Based on a thorough investigation for the theory, this paper from the perspective of experience discusses the tourism products depth development of thinking, principle and mode. In this paper put forward five thinking, contains designing experience theme and project planning, creating experience atmosphere, excavation culture connotation, integrating tourist resources, developing green tourism products.
Combination of the theoretical research, this paper selects the famous Taoist mountains of China, the world heritage area Wudang mountains scenic area for case study, from the natural and cultural resources of the occurrence, location and Tour operators overview three conditions for tourism development on the Wudang Mountain depth study, and on the basis of the SWOT analysis to find the limitations such as have single product, the lack of culture content, obsolete infrastructure, product marketing behind. From experience perspective, this paper respectively from six aspects put forward tourism product development strategy, modeling theme image, constructing a compound tourism products system contains profound cultural, tourism experience project planning, service experience optimization , tourism destination marketing, the world cultural heritage tourism product development guarantee system.
引文
[1] Richard C,Prentice,Stephen.FWitt,Claire Hanmer,”Tourism as Experience”[J].Annals of Tourism. Research,1998,2:(1).
[2] Boorstin,D.J.The Image:A Guide to Pseudo-Event in America[M].New York:Harper & Row,1964.
[3] MacCannell D.Staged Authenticity:Arrangement of Social Space in Tourist Settings [J].American Journal of Sociology,1973,79(3):589-603.
[4] Cohen E.A Phenomenology of Tourism Experiences,Sociology [J].1979,13 (2):179-201.
[5] Haggard L M,Williams D R.Identity Affirmation through Leisure Activities-Leisure Symbols of the Self [J].Journal of Leisure Research.1992,24(1):1-18.
[6] Ryan,C.The Tourism Experience:A New Introduction[M].London::Cassell.1997:194-205.
[7] Yiping Li.Geographical Consciousness and Tourism Experience[J].Annals of Tourism Research,,2000,27(4):863-883.
[8] Eugenia Wickens. The Sacred and The Profane: A Tourist Typology [J].Annals of Tourism Research, 2002,29(3:834-851)
[9] Atison Beeho, Richard C.Prentice. Evaluating the Experiences and Benefits Gained by Tourists Visiting a Socio-industrial Heritage Museum:an Application of ASEB Grid Analysis to Blists Hill Open-Air Museum,The Ironbridge Gorge Museum,United Kingdom[J]. Museum Management and Curatorship,1995,14(03):229-251.
[10] Ian Yeoman,Danna Brass & Una McMahon-Beattie.Current Issue in Tourism:The Authentic Tourist[J].Tourism Management,2007,28:1128-1138.
[11] Prentice,R.C,Witt,S. F.& Hamer, C.Tourism as experience:The Case of Heritage Parks[J].Annals of Tourism Research,1998,25(1):1-24.
[12] Quan, S.& Wang, N.Towards a Structural Model of the Tourist Experience:an Illustration from Food Experiences in Tourism [J].Tourism Management,2004(25):297-305.
[13] Stephen L. J. Smith.The tourism product[J] Annals of Tourism Research, Volume 21, Issue 3, 1994, Pages 582-595
[14] Wesley S. Roehl, Robert B. Ditton, Stephen M. Holland, Richard R. Perdue. Developing new tourism product:Sport fishing in the south-east United States[J] Tourism Management, 1993, 8(14):279-288
[15] Jing Bill Xu. Perceptions of tourism products[J] Tourism Management, In Press, Corrected Proof, Available online 14 July 2009
[16] G.Richards, J.Wilson, Developing creativity in tourism experience:A solution to the serial reproduction of culture?[J], Tourism Management, 2006,(27).
[17] Ercan Sirakaya,James Petrick,Hwan-Suk Choi.The role of mood on tourism product evaluations [J].Annals of Tourism Research,2004,31 :(3).
[18]谢彦君.旅游体验研究——一种现象学的视角[M].天津:南开大学出版社,2005,(12):3-4.
[19]谢彦君.基础旅游学(第二版)[M].北京:中国旅游出版社,2004,4:204.
[20]邹统纤.旅游景区开发与管理[M].北京:清华大学出版社,2004,(4):116-137.
[21]曹诗图.旅游哲学引论[M]天津:南开大学出版社,2008,7:43-45
[22]谌莉.旅游景区游客体验研究——以中山陵风景区为例[D],硕士学位论文,南京师范大学,2006.
[23]黄鹂.旅游体验与景区开发模式[J].兰州大学学报(社会科学版),2004,11(32):104-108
[24]郑聪辉.旅游景区游客旅游影响因素研究[D],硕士学位论文,浙江大学,2006.
[25]付冰.旅游产品深度开发研究——以峨眉山大庙飞来殿为例[J].经营管理,2008,(4):110
[26]宋振春,朱冠梅.世界文化遗产旅游深度开发研究——以曲阜为例[J].旅游学刊,2007,(5):54-60
[27]魏小安,魏诗华.旅游情景规划与项目体验设计[J],旅游学刊,2004,(4):38-44.
[28]余琪.从体验经济视角探求古镇旅游产品的深度开发——以西塘古镇为例[J].江西科技师范学院学报,2008,(2):40-43
[29]龙江智.从体验视角看旅游的本质及旅游学科体系的构建[J],旅游学刊,2005,(1):21-26
[30]梁彦明.基于游客体验的旅游产品设计[J],江苏商论,2005,(5):71-73.
[31]庄志民.关于体验型旅游产品设计的发散性思考[J],江西科技师范学院学报,2005,(2):12-15.
[32]吴文智,庄志民.体验经济时代下旅游产品的设计与创新——以古村落旅游产品体验化开发为例[J].2003,(6):66-70
[33]卢军霞.基于游客体验的古城镇旅游产品开发研究[D],硕士学位论文,浙江大学,2005.
[34]皮平凡.体验经济时代的旅游产品开发探索[J].学术交流,2005(2):66-69
[35]刘丽华.基于体验视角的文化旅游产品设计与开发研究[J].沈阳师范大学学报(社会科学版),2007,31(2):121-123
[36]宋咏梅.关于体验旅游的特点与设计原则[J].特区经济,2007,216(1):177-179
[37]许建.体验经济时代下体验旅游产品开发策略[J].资源开发与市场,2010,(1)75-77
[38] B?约瑟夫?派恩,詹姆斯?H?吉尔摩.体验经济[M].夏业良译.北京:机械工业出版社,2002:18.
[39]邹统钎.旅游景区开发与管理(第二版)[M].北京:清华大学出版社,2008,8:24
[40] M Csikszentmihalyi, I S Csikszentmihalyi. Optimal Experience: Psychological Studies of Flows of Consciousness [M].New York, Cambridge University Press, 1998.
[41]曹新向.体验经济时代的旅游业发展对策[J],西北农林科技大学学报(社会科学版),2004,(5):126
[42]谢彦君,梁春媚.旅游营销学[M].北京:中国旅游出版社,2008,6:237
[43]曹诗图.旅游开发与规划[M].武汉:武汉大学出版社,2007,9:86-90
[44]林南枝,陶汉军.旅游经济学[M].天津:南开大学出版社,2000:
[45]田里.旅游经济学(第二版)[M].北京:高等教育出版社,2006,12:41
[46]约翰·斯沃布鲁克(著).旅游景区开发与管理[M].北京:旅游教育出版社,2006,10:40
[47]李天元.旅游市场营销纲要[M].北京:中国旅游出版社,2009,3:160
[48] Bernd H. Schmitt,Experiential Marketing,刘银娜、高靖、梁丽娟译,体验营销[M].北京:清华大学出版社,2004,4.
[49]湖北省旅游局,中山大学旅游发展与规划研究中心.湖北省旅游发展总体规划[M].北京:中国旅游出版社,2000,5:351-353
[50]李志庄,李晓良,班若川.一个世界级景区的巅峰追求——武当之道[N].中国旅游报.2009-10-30(1)
[51]李蕾蕾.旅游目的地形象策划:理论与实务[M].广州:广东旅游出版社,2008:163-167
[52]菲利普·科特勒.旅游市场营销[M].大连:东北财经大学出版社,2006,8:372
[53]张朝枝.旅游与遗产保护——基于案例的理论研究[M].天津:南开大学出版社,2008,11:122-131
[2] Boorstin,D.J.The Image:A Guide to Pseudo-Event in America[M].New York:Harper & Row,1964.
[3] MacCannell D.Staged Authenticity:Arrangement of Social Space in Tourist Settings [J].American Journal of Sociology,1973,79(3):589-603.
[4] Cohen E.A Phenomenology of Tourism Experiences,Sociology [J].1979,13 (2):179-201.
[5] Haggard L M,Williams D R.Identity Affirmation through Leisure Activities-Leisure Symbols of the Self [J].Journal of Leisure Research.1992,24(1):1-18.
[6] Ryan,C.The Tourism Experience:A New Introduction[M].London::Cassell.1997:194-205.
[7] Yiping Li.Geographical Consciousness and Tourism Experience[J].Annals of Tourism Research,,2000,27(4):863-883.
[8] Eugenia Wickens. The Sacred and The Profane: A Tourist Typology [J].Annals of Tourism Research, 2002,29(3:834-851)
[9] Atison Beeho, Richard C.Prentice. Evaluating the Experiences and Benefits Gained by Tourists Visiting a Socio-industrial Heritage Museum:an Application of ASEB Grid Analysis to Blists Hill Open-Air Museum,The Ironbridge Gorge Museum,United Kingdom[J]. Museum Management and Curatorship,1995,14(03):229-251.
[10] Ian Yeoman,Danna Brass & Una McMahon-Beattie.Current Issue in Tourism:The Authentic Tourist[J].Tourism Management,2007,28:1128-1138.
[11] Prentice,R.C,Witt,S. F.& Hamer, C.Tourism as experience:The Case of Heritage Parks[J].Annals of Tourism Research,1998,25(1):1-24.
[12] Quan, S.& Wang, N.Towards a Structural Model of the Tourist Experience:an Illustration from Food Experiences in Tourism [J].Tourism Management,2004(25):297-305.
[13] Stephen L. J. Smith.The tourism product[J] Annals of Tourism Research, Volume 21, Issue 3, 1994, Pages 582-595
[14] Wesley S. Roehl, Robert B. Ditton, Stephen M. Holland, Richard R. Perdue. Developing new tourism product:Sport fishing in the south-east United States[J] Tourism Management, 1993, 8(14):279-288
[15] Jing Bill Xu. Perceptions of tourism products[J] Tourism Management, In Press, Corrected Proof, Available online 14 July 2009
[16] G.Richards, J.Wilson, Developing creativity in tourism experience:A solution to the serial reproduction of culture?[J], Tourism Management, 2006,(27).
[17] Ercan Sirakaya,James Petrick,Hwan-Suk Choi.The role of mood on tourism product evaluations [J].Annals of Tourism Research,2004,31 :(3).
[18]谢彦君.旅游体验研究——一种现象学的视角[M].天津:南开大学出版社,2005,(12):3-4.
[19]谢彦君.基础旅游学(第二版)[M].北京:中国旅游出版社,2004,4:204.
[20]邹统纤.旅游景区开发与管理[M].北京:清华大学出版社,2004,(4):116-137.
[21]曹诗图.旅游哲学引论[M]天津:南开大学出版社,2008,7:43-45
[22]谌莉.旅游景区游客体验研究——以中山陵风景区为例[D],硕士学位论文,南京师范大学,2006.
[23]黄鹂.旅游体验与景区开发模式[J].兰州大学学报(社会科学版),2004,11(32):104-108
[24]郑聪辉.旅游景区游客旅游影响因素研究[D],硕士学位论文,浙江大学,2006.
[25]付冰.旅游产品深度开发研究——以峨眉山大庙飞来殿为例[J].经营管理,2008,(4):110
[26]宋振春,朱冠梅.世界文化遗产旅游深度开发研究——以曲阜为例[J].旅游学刊,2007,(5):54-60
[27]魏小安,魏诗华.旅游情景规划与项目体验设计[J],旅游学刊,2004,(4):38-44.
[28]余琪.从体验经济视角探求古镇旅游产品的深度开发——以西塘古镇为例[J].江西科技师范学院学报,2008,(2):40-43
[29]龙江智.从体验视角看旅游的本质及旅游学科体系的构建[J],旅游学刊,2005,(1):21-26
[30]梁彦明.基于游客体验的旅游产品设计[J],江苏商论,2005,(5):71-73.
[31]庄志民.关于体验型旅游产品设计的发散性思考[J],江西科技师范学院学报,2005,(2):12-15.
[32]吴文智,庄志民.体验经济时代下旅游产品的设计与创新——以古村落旅游产品体验化开发为例[J].2003,(6):66-70
[33]卢军霞.基于游客体验的古城镇旅游产品开发研究[D],硕士学位论文,浙江大学,2005.
[34]皮平凡.体验经济时代的旅游产品开发探索[J].学术交流,2005(2):66-69
[35]刘丽华.基于体验视角的文化旅游产品设计与开发研究[J].沈阳师范大学学报(社会科学版),2007,31(2):121-123
[36]宋咏梅.关于体验旅游的特点与设计原则[J].特区经济,2007,216(1):177-179
[37]许建.体验经济时代下体验旅游产品开发策略[J].资源开发与市场,2010,(1)75-77
[38] B?约瑟夫?派恩,詹姆斯?H?吉尔摩.体验经济[M].夏业良译.北京:机械工业出版社,2002:18.
[39]邹统钎.旅游景区开发与管理(第二版)[M].北京:清华大学出版社,2008,8:24
[40] M Csikszentmihalyi, I S Csikszentmihalyi. Optimal Experience: Psychological Studies of Flows of Consciousness [M].New York, Cambridge University Press, 1998.
[41]曹新向.体验经济时代的旅游业发展对策[J],西北农林科技大学学报(社会科学版),2004,(5):126
[42]谢彦君,梁春媚.旅游营销学[M].北京:中国旅游出版社,2008,6:237
[43]曹诗图.旅游开发与规划[M].武汉:武汉大学出版社,2007,9:86-90
[44]林南枝,陶汉军.旅游经济学[M].天津:南开大学出版社,2000:
[45]田里.旅游经济学(第二版)[M].北京:高等教育出版社,2006,12:41
[46]约翰·斯沃布鲁克(著).旅游景区开发与管理[M].北京:旅游教育出版社,2006,10:40
[47]李天元.旅游市场营销纲要[M].北京:中国旅游出版社,2009,3:160
[48] Bernd H. Schmitt,Experiential Marketing,刘银娜、高靖、梁丽娟译,体验营销[M].北京:清华大学出版社,2004,4.
[49]湖北省旅游局,中山大学旅游发展与规划研究中心.湖北省旅游发展总体规划[M].北京:中国旅游出版社,2000,5:351-353
[50]李志庄,李晓良,班若川.一个世界级景区的巅峰追求——武当之道[N].中国旅游报.2009-10-30(1)
[51]李蕾蕾.旅游目的地形象策划:理论与实务[M].广州:广东旅游出版社,2008:163-167
[52]菲利普·科特勒.旅游市场营销[M].大连:东北财经大学出版社,2006,8:372
[53]张朝枝.旅游与遗产保护——基于案例的理论研究[M].天津:南开大学出版社,2008,11:122-131