基于旅游者收益的地质公园核心竞争力及其评价
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摘要
自1990年代后期以来,随着世界范围内知识经济的发展,旅游业亦开始了知识化发展的新时期。几乎与此同时,地质公园在这个背景下应运而生了(1996),在我国其发展已经走过了整整10年的时间。然而,地质公园旅游发展的现状是：特色不突出、旅游者认知度低、数量及类型增多、竞争趋烈,关键还是对地质公园的本质属性及核心竞争力认识不够；而理论上起指导作用的旅游地学与地质公园研究近年则注重了应用操作,对许多重大理论问题缺乏深刻研究、探讨,特别是缺乏核心竞争力有关的实证研究及在游客层面上的竞争研究。因此,研究地质公园核心竞争力问题不仅具有实践意义,也具有理论意义。
而自1990年代以来,竞争力问题则一直是旅游研究中的热点之一。当前,国内外对此研究的热点转向了感知价值,认为存在“游客感知质量→感知价值→游客满意度→游客忠诚度/抱怨→游客行为/意图→市场竞争力”这样一个关系链,满意度特别是推介意愿往往被直接用以比较旅游地竞争力。但是,目前的上述研究都是旅游地全要素、整体竞争力的研究,尚无涉及核心竞争力这一目前旅游研究与管理的新方向。本文在此研究的基础上,基于地质公园的专业特殊性,以笔者提出的地质公园旅游者收益为红线和准绳,分析了旅游者收益与竞争力的关系,提出了基于收益的核心竞争力概念,基于收益影响因子解剖了核心竞争力的结构,并综合收益影响因子及结果评价了三个地质公园的核心竞争力。
研究方法上运用了系统规范分析法、模型法、文献分析法、比较分析法、实证调查、案例研究法等。实证研究以翠华山、云台山、壶口三家地质公园为对象,于2009年夏季进行了游客收益问卷调查、地质公园资料调查、专家咨询。每个地质公园发放问卷300份,问题严格限制在地质公园内部,力图排除公园外影响。数据分析借助SPSS以及当前流行的结构方程模型法。研究主要内容为：
1.探讨旅游景区竞争的特殊性,确定竞争的基调及主要研究取向。
2.研究旅游者收益与核心竞争力的关系。界定旅游者收益的概念,研究旅游者收益与游客满意度的关系,基于旅游者收益的意义给出核心竞争力的概念。
3.地质公园的本体性问题及核心价值体系。研究了地质公园的成因类型,属性特色、核心价值体系及其与旅游者收益的关系,以此作为地质公园核心竞争力研究的另一个基点。
4.运用SEM模型实证验证旅游者收益的市场核心影响力。
5.基于旅游者收益的形成过程解构地质公园的核心竞争力因子体系,基于旅游者收益的形成因子及结果评价三个地质公园的核心竞争力。
6.基于提高旅游者收益进而争取市场的目标分析了地质公园提升核心竞争力的策略及措施。
本文的主要结论是：
1.旅游者收益是地质公园旅游者的核心利益和终极追求。只有旅游者收益得到有效的保证,才有可能得到旅游者的高满意度,进而产生高度的忠诚意愿,这就等于是竞争力。
2.三个样地的实证模型分析均表明：旅游者收益对地质公园游客满意度进而对忠诚度有决定性的影响力,因而可视为地质公园是否具有核心竞争力的客观指标。从操作角度来看,旅游者收益可以用以比较核心竞争力,它是地质公园操作竞争力的指针、核心。
3.地质公园的旅游核心竞争力就是能直接提供旅游者以特殊收益并使之作用于旅游者、影响旅游者的景区要素及能力。基于此,可将地质公园核心竞争力解构为：资源特色、创新因子、解说体系、科学管理等。
4.地质公园属性特色及由之产生的核心价值是地质公园的核心竞争力内核及起点。
5.基于旅游者收益的地质公园核心竞争力评价结果表明：著名的世界地质公园云台山的核心竞争力并不高,作为地质公园其本职工作并未做好,四种评价结果一致,说明应该对其予以恰当认识。
6.提升地质公园核心竞争力应该从属性特色、核心价值出发,以提高旅游者收益为目标。
本文试图在下列方面有所创新：
1.在核心竞争力研究出发点上,提出了旅游者收益的概念,将其视为旅游者的核心利益、终极追求及旅游本质的体现。
2.通过调查实证用模型方法验证旅游者收益对游客满意度及忠诚度的核心影响力,将旅游者收益作为地质公园核心竞争力的指标。
3.基于旅游者收益提出了核心竞争力的概念及其因子解构法,建立一个核心竞争力因子体系(即旅游者收益形成因子体系),提出并验证了一个地质公园核心竞争力评价体系。
由于核心竞争力具有模糊性,笔者需要今后不断明晰研究这一问题。
Since the late 1990s, with the development of knowledge economy in the world, tourism also steps into a new era of knowledgeable development. Almost at the same time, geoparks emerged in this context and its development in China has passed for 10 years. However, the present situation of geopark tourism is that characteristics of geoparks is not outstanding and accordingly, the tourists' low cognition of the geo-features of geoparks. The numbers and types of geoparks have all increased with increasingly fierce competition. The key reason for this is the inadequate understanding of essential attributes and core competitiveness of geoparks. And the research of Tourism Earthscience and geoparks, which theoretically guide the development and management of geoparks, bent itself to the application of operation in recent years. Many important theoretical problems were not examined and explored deeply, especially the lack of empirical study about the core competitiveness of geoparks and competition research at tourist level. Therefore, study on core competence of geoparks not only has practical significance, but also possesses theoretical value.
On the other hand, competitiveness has been one of the hotspots in the tourism research since the 1990s. At present, the domestic and foreign research hotspots on it gradually turn to customer perceptive value. A relationship flow is generally agreed, namely, there exists "tourists quality→perceived value→tourist satisfaction/complain→tourists loyalty→behavioral intention→market advantage" such a relationship response chain. The basic relations in the chain had been confirming by researches, satisfaction, especially recommendation willingness always being used to directly compare competence of tourist attraction. However, current research above-mentioned is the study of total factors and overall competitiveness of tourism, not yet involving core competitiveness, the new direction of tourism research and management. On the basis of this study the paper, considering the professional particularity of geoparks, employing the notion of tourist benefit in geopark as a red line and criterion put forward by the author for the very purpose, analyzes the relationship between tourist benefit and competitiveness, provides the concept of core competitiveness based on tourist benefit, deconstruct the structure of core competence based on the impact factors of tourist benefit, and evaluates core competence of three geoparks by integrating impact factors and results of tourist benefit. Tourists benefit is put forward relative to "tourism revenue". It refers to the spirit benefit that tourist obtains from the core resources of scenic areas.
Normative and systematic analysis approach, model method, literature analysis and contrast analytic methods, questionnaire survey method, empirical analysis and case study etc. are the methods which the paper applys. Empirical studies select three geoparks:Mount Cuihua, Mount Yuntai, Hukou Fall. Questionnaire survey of tourist benefit, geoparks materials investigation and expert consultation are carried out in 2009 summer. In each geopark,300 questionnaires were distributed, and the problems were strictly restricted within the scope of geoparks to eliminate the influencing factors outside at all possible. Data analysis is made by SPSS and the current structure equation model method. Research contents include:
1.Explore the particularity of the tourism competition and determine the research orientations of tone.
2. Study the relationship between tourist benefit and core competitiveness. Define the concept of tourist benefit and examine the relation of tourist benefit and visitors' satisfaction to geoparks. Provide the concept of core competence based on the significance of tourist benefit.
3. Substaintial properties and core value system of geoparks. Study genitic type, attribute features, and core value system of geoparks and their relation with tourist benefit, which can act as another point of the core competitiveness study of geoparks.
4. Using SEM model validate core influence of tourists benefit in the market.
5. Based on the forming process of tourist benefit deconstruct factors system of core competitiveness in geoparks. Evaluate core competitiveness of three geoparks based on the formation factors and results of tourist benefit.
6. Based on improving tourist benefit and then gaining market analyse the strategy and measures to enhance core competitiveness of geoparks.
The main conclusions of this thesis are following:
1. Tourist benefit is the core concern and the ultimate goal of tourists'tour in geoparks and all other scenic areas. Only when the tourists'core interests——tourist benefit be assured effectively, will it be possible to get high satisfaction and then the higher loyalty from the tourists, and this also amounts to getting core competence for geoparks.
2. The operation results of SEM model in all the three geoparks show that tourists benefit is the core factor that affects tourist satisfaction, then recommendations, more important than the function of sustainment system composed by service, infrastructure, environment etc.. Therefore, from operational perspective, tourist benefit, as the objective index of core competence of geoparks, can be used to compare core competence of tourist attractions directly and becomes the core and pointer to operate competence by geoparks.
3. Therefore, the core competence of geoparks is the factors and the abilities of geoparks that can provide tourists directly with special benefit which then influence tourists. Based on this definition and concept, the core competitiveness of geoparks can be deconstructed as:essential attributes of resources, innovation factors, interpretive system, scientific management etc..
4. Attribute characteristics and the core value associated therewith are the starting point and kernel of core competence for geoparks.
5. Results of core competitiveness evaluation based on tourist benefit show that Yuntai Geopark as famous one is weaker in the core competitiveness, inferior to the counterpart of Cuihua Geopark, which is verified by four methods. As a geopark, its own jobs were done not well. Therefore, it should be appraised appropriately.
6. To improve core competitiveness of geoparks attribute characteristics and core value should be as starting point and tourist benefit as the target.
In the following aspects, this paper attempts to make innovations:
1. Of the starting point about core competitiveness research, this paper puts forward the concept of tourist benefit, and regards it as the core interests, the ultimate pursuit of tourists and the essence of tourism.
2. Through the investigation demonstration, by SEM model methods validate the core influence of tourists benefit to satisfaction and then to recommendations, and regard tourist benefit as the objective index of core competence of geoparks.
3. Based on the tourist benefit puts forward the concept of core competence and a deconstruction method of its factors. Build a factors system of core competitiveness (i.e. factors system of inducing tourist benefit). Provide and validate an evaluation system of core competitiveness for geoparks.
Due to the fuzziness of core competitiveness, it is necessary to study constantly in future so that this problem can be explored more deeply and clearly.
而自1990年代以来,竞争力问题则一直是旅游研究中的热点之一。当前,国内外对此研究的热点转向了感知价值,认为存在“游客感知质量→感知价值→游客满意度→游客忠诚度/抱怨→游客行为/意图→市场竞争力”这样一个关系链,满意度特别是推介意愿往往被直接用以比较旅游地竞争力。但是,目前的上述研究都是旅游地全要素、整体竞争力的研究,尚无涉及核心竞争力这一目前旅游研究与管理的新方向。本文在此研究的基础上,基于地质公园的专业特殊性,以笔者提出的地质公园旅游者收益为红线和准绳,分析了旅游者收益与竞争力的关系,提出了基于收益的核心竞争力概念,基于收益影响因子解剖了核心竞争力的结构,并综合收益影响因子及结果评价了三个地质公园的核心竞争力。
研究方法上运用了系统规范分析法、模型法、文献分析法、比较分析法、实证调查、案例研究法等。实证研究以翠华山、云台山、壶口三家地质公园为对象,于2009年夏季进行了游客收益问卷调查、地质公园资料调查、专家咨询。每个地质公园发放问卷300份,问题严格限制在地质公园内部,力图排除公园外影响。数据分析借助SPSS以及当前流行的结构方程模型法。研究主要内容为：
1.探讨旅游景区竞争的特殊性,确定竞争的基调及主要研究取向。
2.研究旅游者收益与核心竞争力的关系。界定旅游者收益的概念,研究旅游者收益与游客满意度的关系,基于旅游者收益的意义给出核心竞争力的概念。
3.地质公园的本体性问题及核心价值体系。研究了地质公园的成因类型,属性特色、核心价值体系及其与旅游者收益的关系,以此作为地质公园核心竞争力研究的另一个基点。
4.运用SEM模型实证验证旅游者收益的市场核心影响力。
5.基于旅游者收益的形成过程解构地质公园的核心竞争力因子体系,基于旅游者收益的形成因子及结果评价三个地质公园的核心竞争力。
6.基于提高旅游者收益进而争取市场的目标分析了地质公园提升核心竞争力的策略及措施。
本文的主要结论是：
1.旅游者收益是地质公园旅游者的核心利益和终极追求。只有旅游者收益得到有效的保证,才有可能得到旅游者的高满意度,进而产生高度的忠诚意愿,这就等于是竞争力。
2.三个样地的实证模型分析均表明：旅游者收益对地质公园游客满意度进而对忠诚度有决定性的影响力,因而可视为地质公园是否具有核心竞争力的客观指标。从操作角度来看,旅游者收益可以用以比较核心竞争力,它是地质公园操作竞争力的指针、核心。
3.地质公园的旅游核心竞争力就是能直接提供旅游者以特殊收益并使之作用于旅游者、影响旅游者的景区要素及能力。基于此,可将地质公园核心竞争力解构为：资源特色、创新因子、解说体系、科学管理等。
4.地质公园属性特色及由之产生的核心价值是地质公园的核心竞争力内核及起点。
5.基于旅游者收益的地质公园核心竞争力评价结果表明：著名的世界地质公园云台山的核心竞争力并不高,作为地质公园其本职工作并未做好,四种评价结果一致,说明应该对其予以恰当认识。
6.提升地质公园核心竞争力应该从属性特色、核心价值出发,以提高旅游者收益为目标。
本文试图在下列方面有所创新：
1.在核心竞争力研究出发点上,提出了旅游者收益的概念,将其视为旅游者的核心利益、终极追求及旅游本质的体现。
2.通过调查实证用模型方法验证旅游者收益对游客满意度及忠诚度的核心影响力,将旅游者收益作为地质公园核心竞争力的指标。
3.基于旅游者收益提出了核心竞争力的概念及其因子解构法,建立一个核心竞争力因子体系(即旅游者收益形成因子体系),提出并验证了一个地质公园核心竞争力评价体系。
由于核心竞争力具有模糊性,笔者需要今后不断明晰研究这一问题。
Since the late 1990s, with the development of knowledge economy in the world, tourism also steps into a new era of knowledgeable development. Almost at the same time, geoparks emerged in this context and its development in China has passed for 10 years. However, the present situation of geopark tourism is that characteristics of geoparks is not outstanding and accordingly, the tourists' low cognition of the geo-features of geoparks. The numbers and types of geoparks have all increased with increasingly fierce competition. The key reason for this is the inadequate understanding of essential attributes and core competitiveness of geoparks. And the research of Tourism Earthscience and geoparks, which theoretically guide the development and management of geoparks, bent itself to the application of operation in recent years. Many important theoretical problems were not examined and explored deeply, especially the lack of empirical study about the core competitiveness of geoparks and competition research at tourist level. Therefore, study on core competence of geoparks not only has practical significance, but also possesses theoretical value.
On the other hand, competitiveness has been one of the hotspots in the tourism research since the 1990s. At present, the domestic and foreign research hotspots on it gradually turn to customer perceptive value. A relationship flow is generally agreed, namely, there exists "tourists quality→perceived value→tourist satisfaction/complain→tourists loyalty→behavioral intention→market advantage" such a relationship response chain. The basic relations in the chain had been confirming by researches, satisfaction, especially recommendation willingness always being used to directly compare competence of tourist attraction. However, current research above-mentioned is the study of total factors and overall competitiveness of tourism, not yet involving core competitiveness, the new direction of tourism research and management. On the basis of this study the paper, considering the professional particularity of geoparks, employing the notion of tourist benefit in geopark as a red line and criterion put forward by the author for the very purpose, analyzes the relationship between tourist benefit and competitiveness, provides the concept of core competitiveness based on tourist benefit, deconstruct the structure of core competence based on the impact factors of tourist benefit, and evaluates core competence of three geoparks by integrating impact factors and results of tourist benefit. Tourists benefit is put forward relative to "tourism revenue". It refers to the spirit benefit that tourist obtains from the core resources of scenic areas.
Normative and systematic analysis approach, model method, literature analysis and contrast analytic methods, questionnaire survey method, empirical analysis and case study etc. are the methods which the paper applys. Empirical studies select three geoparks:Mount Cuihua, Mount Yuntai, Hukou Fall. Questionnaire survey of tourist benefit, geoparks materials investigation and expert consultation are carried out in 2009 summer. In each geopark,300 questionnaires were distributed, and the problems were strictly restricted within the scope of geoparks to eliminate the influencing factors outside at all possible. Data analysis is made by SPSS and the current structure equation model method. Research contents include:
1.Explore the particularity of the tourism competition and determine the research orientations of tone.
2. Study the relationship between tourist benefit and core competitiveness. Define the concept of tourist benefit and examine the relation of tourist benefit and visitors' satisfaction to geoparks. Provide the concept of core competence based on the significance of tourist benefit.
3. Substaintial properties and core value system of geoparks. Study genitic type, attribute features, and core value system of geoparks and their relation with tourist benefit, which can act as another point of the core competitiveness study of geoparks.
4. Using SEM model validate core influence of tourists benefit in the market.
5. Based on the forming process of tourist benefit deconstruct factors system of core competitiveness in geoparks. Evaluate core competitiveness of three geoparks based on the formation factors and results of tourist benefit.
6. Based on improving tourist benefit and then gaining market analyse the strategy and measures to enhance core competitiveness of geoparks.
The main conclusions of this thesis are following:
1. Tourist benefit is the core concern and the ultimate goal of tourists'tour in geoparks and all other scenic areas. Only when the tourists'core interests——tourist benefit be assured effectively, will it be possible to get high satisfaction and then the higher loyalty from the tourists, and this also amounts to getting core competence for geoparks.
2. The operation results of SEM model in all the three geoparks show that tourists benefit is the core factor that affects tourist satisfaction, then recommendations, more important than the function of sustainment system composed by service, infrastructure, environment etc.. Therefore, from operational perspective, tourist benefit, as the objective index of core competence of geoparks, can be used to compare core competence of tourist attractions directly and becomes the core and pointer to operate competence by geoparks.
3. Therefore, the core competence of geoparks is the factors and the abilities of geoparks that can provide tourists directly with special benefit which then influence tourists. Based on this definition and concept, the core competitiveness of geoparks can be deconstructed as:essential attributes of resources, innovation factors, interpretive system, scientific management etc..
4. Attribute characteristics and the core value associated therewith are the starting point and kernel of core competence for geoparks.
5. Results of core competitiveness evaluation based on tourist benefit show that Yuntai Geopark as famous one is weaker in the core competitiveness, inferior to the counterpart of Cuihua Geopark, which is verified by four methods. As a geopark, its own jobs were done not well. Therefore, it should be appraised appropriately.
6. To improve core competitiveness of geoparks attribute characteristics and core value should be as starting point and tourist benefit as the target.
In the following aspects, this paper attempts to make innovations:
1. Of the starting point about core competitiveness research, this paper puts forward the concept of tourist benefit, and regards it as the core interests, the ultimate pursuit of tourists and the essence of tourism.
2. Through the investigation demonstration, by SEM model methods validate the core influence of tourists benefit to satisfaction and then to recommendations, and regard tourist benefit as the objective index of core competence of geoparks.
3. Based on the tourist benefit puts forward the concept of core competence and a deconstruction method of its factors. Build a factors system of core competitiveness (i.e. factors system of inducing tourist benefit). Provide and validate an evaluation system of core competitiveness for geoparks.
Due to the fuzziness of core competitiveness, it is necessary to study constantly in future so that this problem can be explored more deeply and clearly.
引文
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