旅游分销渠道中旅游者权力研究
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摘要
改革开放以来,我国旅游业一直持续快速地发展,但是在产业的运行中也暴露出了许多问题。每到黄金周,旅游质量问题都会成为媒体关注的焦点和网络热议的话题,从中可以听到许多旅游者的愤慨与无奈。如何改善旅游者利益易受侵害的现状,改变旅游者在渠道中的弱势地位成为了旅游研究中亟待解决的问题。信息技术的快速发展和信息提供平台的多元化使得旅游者在信息可获得性上有了极大的改善,这为改变旅游者主体权力缺失及旅游分销渠道权力结构失衡的现象提供了有利的条件。在产业实践中,一批基于互联网的新兴旅游业态的出现进一步提升了旅游者影响其他渠道主体的能力,这为彻底解决由于旅游者在渠道中相对弱势而导致的一系列问题提供了新的可能。
自1969年Beier和Stern两位学者将“社会权力”引入到渠道研究中并结合社会交换理论、政治学和社会心理学等理论提出渠道权力的概念以来,渠道领域的研究持续地探索各渠道主体间的权力关系,并逐渐将研究的焦点汇聚到渠道终端消费者所带来的影响力上。这促使本研究从权力的视角思考渠道中旅游者的影响力,并最终提出旅游消费者权力的概念(简称旅游者权力)。事实上,社会权力与渠道权力理论及消费者增权等理论都为本研究提供了理论支撑。本文遵从顾客主导逻辑研究范式建构了完善的旅游者权力概念体系。在明确旅游者权力概念的基础之上,利用理论推演和质性研究构建出包含六项子权力和两项影响因素的旅游者权力模型,并进一步开发出旅游者权力量表。通过对样本行权偏好的分析,将旅游者分为：法律依赖型、口碑传播型、自我依赖型和被动权力型四类。研究最后分析了旅游者行权所产生的结果,并讨论了增加旅游者权力的主要途径。
论文总共分为八个章节。第一章为绪论,从研究的现实背景出发引出研究问题,明确了本文的研究目标,概括了研究的主要内容,技术路线,阐述了研究的意义,并提出研究的创新点。.第二章从研究范式转变、旅游分销渠道研究进展和权力研究的演进过程三个方面系统地回顾了相关研究成果,为本文的研究确立了方向并奠定了理论基础。第三章通过理论推演提出了旅游者权力的概念并对其构成进行了初步的探索。第四章应用质性研究的方法利用调研取得的一手材料构建出完整的旅游者权力模型,以弥补理论推演存在的缺陷。第五章利用质性研究获得的概念与范畴编制出旅游者权力的测量问项,并通过德尔菲法、问项分析、因子分析等过程最终开发出旅游者权力测量量表。第六章依据旅游者权力的行使偏好对旅游者进行了分类。第七章依据之前构建的理论,分析旅游者权力变化对原来渠道权力结构的影响、考虑旅游者行权带来的结果和如何增加旅游者权力三个主要问题。第八章归纳了本文的主要的研究结论,提出了管理启示,阐释了研究不足,并提出未来进一步研究的方向。
本文的创新点主要有以下三点：第一,本研究从现实中的具体问题和现象出发,重新审视了旅游分销渠道中旅游者的角色、地位和影响力,并提出旅游分销渠道的研究要将旅游者视同于与供应商、中间商相平等的渠道主体,认为旅游者也具备相应的渠道权力,并将其命名为旅游者权力。本研究基于顾客主导逻辑的思想提出了旅游者权力的概念并构建出包含六项子权力和两个影响因素的旅游者权力模型,对旅游者权力进行了解构,解决了如何科学有效地研究旅游者作为终端消费者对旅游分销渠道及分销渠道成员所产生的影响的问题,完成了对旅游行业新现象的发现和解释。第二,针对现有渠道权力测量量表主要是应用于企业权力的测量,难以直接用在旅游者权力的测量上的现状,本研究利用质性研究获得的资料开发出一份信度和效度较好的旅游者权力测量量表,为旅游分销渠道中旅游者影响力的研究提供了新的测量工具。第三,原有旅游分销渠道的研究集中在“供应商-中间商”二元结构关系的分析上。本研究将原有二元结构关系下旅游分销渠道的研究进一步延伸到了渠道终点,将旅游者纳入到原有的研究体系中,形成更为完整的“供应商-中间商-旅游者”三元结构,延伸了原有的理论体系,更加全面、深入地揭示了渠道中各主体间的关系,更促使渠道研究视角发生转变,开创了旅游分销渠道研究的新方向。
The tourism industry in China has been developing continually and rapidly since the reform and opening up. However, many problems have also exposed in this industry process. The tourism quality problems have become the focus of media attention and hot topic on the Internet, in which you can see the indignation and helplessness of many tourists, especially during the Golden Week. Therefore, tourism researchers have been making great efforts to answer the question about how to settle the practical contradiction between the rapid-developing tourism industry and the vulnerable situation of tourists in the tourism distribution channel. The rapid development of information technology and the diversity of information providing platform have improved the accessibility to information for tourists, which provides advantages for changing the phenomenon of tourists'power absence and structural imbalance in the tourism distribution channel. Meanwhile, the emergence of new Internet-based tourism formats further improves the ability of tourists to influence other channels' subjects, which provides new possibilities for settling a series of problems caused by the relatively vulnerable situation of tourists.
Since the concept of channel power was defined based on the social exchange theory, political theory, social psychology theory et al, by Beier and Stern in1969, researchers continue to explore the power relationship between channel subjects and gradually focus on the influence by consumers in the terminal channel. It prompts the research of the tourists influence in channels from the new perspective, and eventually proposes the concept of Tourism Consumer Power (shortened to Tourist Power). Actually, not only the social power theory and channel power theory, but also consumer empowerment theory provides theoretical supports for this research. According to the customer dominant logic research paradigm, a complete theory frame for tourist power is constructed, including concept, model, measurement scale, category et al. Tourist power is deconstruct to six sub-powers and two influencing factors. And Tourists are classified by their power exercising preference as four typical categories:Legal-Reliance, Word-of-Mouth Spread, Self-Reliance, and Passive Power Reliance. This thesis also analyzes the result of exercising power by tourists and discusses the main approaches of tourism consumer empowerment.
There are eight chapters in this thesis. The first chapter introduces the research background, identifies the purpose, summarizes the research contents and technological route, exposits the theoretical and realistic meanings of this research, puts forward the main innovative points and presents the whole structure of the research. The second chapter made a systematic review of the relevant researches, including the paradigm shift of marketing research, research progress of tourism distribution channel and the development of power studies, which establishes the direction and theoretical basis for the thesis. Based on theoretical analysis and deductive inference, the third chapter proposes the concept and the constitution of tourist power. In order to make up for the defects of theoretical deduction, the fourth chapter uses qualitative research method to explore the model of tourist power (based on the surveying materials). The fifth chapter develops the measurement scales by Delphi method, factor analysis et al. The sixth chapter presents a new classifying method of tourists according to the preference of sub-power using. Applying tourist power theory, the seventh chapter analyses the impact of changes of tourist power on the previous channel power structure, discusses the results of power exercising and how to increase the tourist power. The last chapter summarizes the main conclusions of the research, provides some suggestions for tourists, tourist enterprises and destination tourism managers, as well as points out the limitations of this study and finally proposes the future research directions.
There are three main innovations of this thesis:First, based on the practical issues and phenomena, this thesis redefines the role, status and influence of the tourists in the tourism distribution channels, and proposed that the research should treat tourists as equal as providers and distributors, thus the tourists also have the channel power named as tourist power. This study proposes a concept of Tourist Power and constructs tourist power model to solve the problem of how scientifically and validly to study the impact of tourists as the terminal consumers on the tourism distribution channels and their members, as well as finds and explains the new phenomena in the tourism industry. Second, since the existing channel power measurement scales are mainly applied to the measurement of corporate power, which are difficult to directly apply to the measurement of tourist power, a new measurement scale is developed for measuring tourist power with good reliability and validity, providing a new measure tool for researching on the impact of tourists in the tourism distribution channels. Third, as the previous research on tourism distribution channels focused on the analysis of the "suppliers-middlemen" dual structure, this thesis expands the research scope to the end of the channel which includes the tourists, forming a more complete "supplier-middlemen-tourists" tripartite structure. As a result, the channel theory is extended and a new research direction of tourism distribution channels is presented. This not only has significant meaning for enriching the existing power research but also has important value for deepening the research in channel research field.
自1969年Beier和Stern两位学者将“社会权力”引入到渠道研究中并结合社会交换理论、政治学和社会心理学等理论提出渠道权力的概念以来,渠道领域的研究持续地探索各渠道主体间的权力关系,并逐渐将研究的焦点汇聚到渠道终端消费者所带来的影响力上。这促使本研究从权力的视角思考渠道中旅游者的影响力,并最终提出旅游消费者权力的概念(简称旅游者权力)。事实上,社会权力与渠道权力理论及消费者增权等理论都为本研究提供了理论支撑。本文遵从顾客主导逻辑研究范式建构了完善的旅游者权力概念体系。在明确旅游者权力概念的基础之上,利用理论推演和质性研究构建出包含六项子权力和两项影响因素的旅游者权力模型,并进一步开发出旅游者权力量表。通过对样本行权偏好的分析,将旅游者分为：法律依赖型、口碑传播型、自我依赖型和被动权力型四类。研究最后分析了旅游者行权所产生的结果,并讨论了增加旅游者权力的主要途径。
论文总共分为八个章节。第一章为绪论,从研究的现实背景出发引出研究问题,明确了本文的研究目标,概括了研究的主要内容,技术路线,阐述了研究的意义,并提出研究的创新点。.第二章从研究范式转变、旅游分销渠道研究进展和权力研究的演进过程三个方面系统地回顾了相关研究成果,为本文的研究确立了方向并奠定了理论基础。第三章通过理论推演提出了旅游者权力的概念并对其构成进行了初步的探索。第四章应用质性研究的方法利用调研取得的一手材料构建出完整的旅游者权力模型,以弥补理论推演存在的缺陷。第五章利用质性研究获得的概念与范畴编制出旅游者权力的测量问项,并通过德尔菲法、问项分析、因子分析等过程最终开发出旅游者权力测量量表。第六章依据旅游者权力的行使偏好对旅游者进行了分类。第七章依据之前构建的理论,分析旅游者权力变化对原来渠道权力结构的影响、考虑旅游者行权带来的结果和如何增加旅游者权力三个主要问题。第八章归纳了本文的主要的研究结论,提出了管理启示,阐释了研究不足,并提出未来进一步研究的方向。
本文的创新点主要有以下三点：第一,本研究从现实中的具体问题和现象出发,重新审视了旅游分销渠道中旅游者的角色、地位和影响力,并提出旅游分销渠道的研究要将旅游者视同于与供应商、中间商相平等的渠道主体,认为旅游者也具备相应的渠道权力,并将其命名为旅游者权力。本研究基于顾客主导逻辑的思想提出了旅游者权力的概念并构建出包含六项子权力和两个影响因素的旅游者权力模型,对旅游者权力进行了解构,解决了如何科学有效地研究旅游者作为终端消费者对旅游分销渠道及分销渠道成员所产生的影响的问题,完成了对旅游行业新现象的发现和解释。第二,针对现有渠道权力测量量表主要是应用于企业权力的测量,难以直接用在旅游者权力的测量上的现状,本研究利用质性研究获得的资料开发出一份信度和效度较好的旅游者权力测量量表,为旅游分销渠道中旅游者影响力的研究提供了新的测量工具。第三,原有旅游分销渠道的研究集中在“供应商-中间商”二元结构关系的分析上。本研究将原有二元结构关系下旅游分销渠道的研究进一步延伸到了渠道终点,将旅游者纳入到原有的研究体系中,形成更为完整的“供应商-中间商-旅游者”三元结构,延伸了原有的理论体系,更加全面、深入地揭示了渠道中各主体间的关系,更促使渠道研究视角发生转变,开创了旅游分销渠道研究的新方向。
The tourism industry in China has been developing continually and rapidly since the reform and opening up. However, many problems have also exposed in this industry process. The tourism quality problems have become the focus of media attention and hot topic on the Internet, in which you can see the indignation and helplessness of many tourists, especially during the Golden Week. Therefore, tourism researchers have been making great efforts to answer the question about how to settle the practical contradiction between the rapid-developing tourism industry and the vulnerable situation of tourists in the tourism distribution channel. The rapid development of information technology and the diversity of information providing platform have improved the accessibility to information for tourists, which provides advantages for changing the phenomenon of tourists'power absence and structural imbalance in the tourism distribution channel. Meanwhile, the emergence of new Internet-based tourism formats further improves the ability of tourists to influence other channels' subjects, which provides new possibilities for settling a series of problems caused by the relatively vulnerable situation of tourists.
Since the concept of channel power was defined based on the social exchange theory, political theory, social psychology theory et al, by Beier and Stern in1969, researchers continue to explore the power relationship between channel subjects and gradually focus on the influence by consumers in the terminal channel. It prompts the research of the tourists influence in channels from the new perspective, and eventually proposes the concept of Tourism Consumer Power (shortened to Tourist Power). Actually, not only the social power theory and channel power theory, but also consumer empowerment theory provides theoretical supports for this research. According to the customer dominant logic research paradigm, a complete theory frame for tourist power is constructed, including concept, model, measurement scale, category et al. Tourist power is deconstruct to six sub-powers and two influencing factors. And Tourists are classified by their power exercising preference as four typical categories:Legal-Reliance, Word-of-Mouth Spread, Self-Reliance, and Passive Power Reliance. This thesis also analyzes the result of exercising power by tourists and discusses the main approaches of tourism consumer empowerment.
There are eight chapters in this thesis. The first chapter introduces the research background, identifies the purpose, summarizes the research contents and technological route, exposits the theoretical and realistic meanings of this research, puts forward the main innovative points and presents the whole structure of the research. The second chapter made a systematic review of the relevant researches, including the paradigm shift of marketing research, research progress of tourism distribution channel and the development of power studies, which establishes the direction and theoretical basis for the thesis. Based on theoretical analysis and deductive inference, the third chapter proposes the concept and the constitution of tourist power. In order to make up for the defects of theoretical deduction, the fourth chapter uses qualitative research method to explore the model of tourist power (based on the surveying materials). The fifth chapter develops the measurement scales by Delphi method, factor analysis et al. The sixth chapter presents a new classifying method of tourists according to the preference of sub-power using. Applying tourist power theory, the seventh chapter analyses the impact of changes of tourist power on the previous channel power structure, discusses the results of power exercising and how to increase the tourist power. The last chapter summarizes the main conclusions of the research, provides some suggestions for tourists, tourist enterprises and destination tourism managers, as well as points out the limitations of this study and finally proposes the future research directions.
There are three main innovations of this thesis:First, based on the practical issues and phenomena, this thesis redefines the role, status and influence of the tourists in the tourism distribution channels, and proposed that the research should treat tourists as equal as providers and distributors, thus the tourists also have the channel power named as tourist power. This study proposes a concept of Tourist Power and constructs tourist power model to solve the problem of how scientifically and validly to study the impact of tourists as the terminal consumers on the tourism distribution channels and their members, as well as finds and explains the new phenomena in the tourism industry. Second, since the existing channel power measurement scales are mainly applied to the measurement of corporate power, which are difficult to directly apply to the measurement of tourist power, a new measurement scale is developed for measuring tourist power with good reliability and validity, providing a new measure tool for researching on the impact of tourists in the tourism distribution channels. Third, as the previous research on tourism distribution channels focused on the analysis of the "suppliers-middlemen" dual structure, this thesis expands the research scope to the end of the channel which includes the tourists, forming a more complete "supplier-middlemen-tourists" tripartite structure. As a result, the channel theory is extended and a new research direction of tourism distribution channels is presented. This not only has significant meaning for enriching the existing power research but also has important value for deepening the research in channel research field.
引文
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