创新驱动战略对竞争性旅游产业集群发展的适用性研究
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摘要
旅游业作为服务业的一部分,是世界上最大的产业之一,并且将成为直接或间接提供就业机会的主要部门。进一步而言,据世界贸易组织(2011)预测,自2015年至2030年,新兴经济体将接纳超过十亿人次游客,超过工业化国家；其中,亚太地区接纳新游客数量将达到最高水平,并成为出境人数增长最快的区域。
本文旨在建立一个要素分析范式,认为斯里兰卡的旅游业集群将有助于其成为国际旅游市场中一个有竞争力的旅游目的地。本研究通过客观评价和主观评价两方面对旅游业集群的竞争力进行考察。其主要从以下几方面客观地分析市场竞争力：通过建立指标与竞争对手进行比较；在与竞争对手的游客数量保持一致的前提条件下,利用偏离份额法就当前专业化形势下对产业竞争力和竞争优势的影响因素进行分析,并将钻石模型引入旅游业建立一个综合分析模型。本文在市场规模、动态表现、增长率、经济结构中的产业规模等产业发展现状基础上,通过一个指标来分析旅游目的地竞争力,以及建立并验证了计量经济模型。将偏离份额分析用于衡量区域竞争力,并将其分解为三个组成部分：国家份额(NS),产业结构(IM)和区域转移(RS)。有关斯里兰卡旅游目的地的两个命题通过偏离份额分析得到验证。在供给方面,本文同样通过有关利益相关者的旅游业集群竞争力模型来进行主观评价。这项研究调查表明斯里兰卡目前旅游业竞争力处在一个中等的水平,在全球具有竞争优势的旅游目的地中并不算是一个专业化明显的市场,原因在于基于战略主题的产业集群能够更为有效整合创新方法以促进经济发展。基于非价格竞争已经被认为是能够整合创新和产业链发展最好的价值创造战略,而不是仅仅增加游客数量。
综上,发展目标和战略将会引导旅游业向前发展。有关政策建议可以归纳为以下五个方面：(1)通过创造有利于发展旅游业和酒店业的环境,为其增长提供扎实的经济基础；(2)制定旅游业优先的非价格策略的政策,以达到提供高品质、高价格的创新旅游产品或体验的目的；(3)在企业层面而非国家层面,制定促进创新和开放视野的政策；(4)制定实施专业化策略、创新生态部门识别和创新嵌入式服务等方面的提升区域竞争优势的政策；(5)鼓励开展与其他旅游目的地的合作项目,尤其来自于泰国、马来西亚和中国等东亚旅游大国,以获得丰富的实践经验。
As part of the service sector, tourism is one of the world's largest industries, and it is predicted to be a main provider of job opportunities both directly and indirectly. Furthermore, it is also estimated that from the year2015, emerging economies will receive over one billion arrivals till2030, more than industrial economies, Asia and pacific region will gain its place as getting most of the new tour arrival and becoming strongest growing outbound region according to a report by WTO in2011.
The objectives of this dissertation is to identify the elements of a new paradigm, specifies to Sri Lankan tourism cluster that would help to become a competitive tourism destination in international tourism market. The study investigates competitiveness of tourism cluster both by objective measures based on tourist arrivals, income, investments and subjective measures by developing an integrated model combining three main dimensions:clustering, competitive advantage and innovation focus. It critically analyzes the competitiveness by creating an index to compare with rival destinations, conducts econometric analysis on factors of tourism competitiveness and competitive advantage with current specialization position by Shift-Share Analysis in line with regional tourist arrivals of rival destinations, and develops an integrated model.
The study addresses the destination competitiveness by developing an index including current performance in the global tourism market scaled by size, dynamism of performance overtime/growth rate and Size of the industrial base in the economic structure with rival destinations and to justify an econometric modeling. The Shift Share Analysis is employed to account region-wise competitiveness, as it breaks down regional growth into three components:National share (NS), Industry mix (IM) and Regional shift (RS). To employ the shift-share analysis, two propositions have been developed for the Sri Lanka tourism destination.
It is also addressed the subjective measures through tourism cluster competitiveness model based on supply side tourism stakeholders. The proposed theoretical model addresses the ranking based on own judgments, by first identifying the most rival destinations to Sri Lanka and rank each81determinants according to Likert five-point scale and empirically tested on descriptive statistics. Respondents were asked to complete a self-administered survey by providing structured questionnaires and final usable sample of431respondents were used on developing hypotheses. The findings of this study indicate that the present tourism competitiveness of Sri Lanka as in a moderate level and it's not specialization among its competitive advantage market regions in the global tourism, as clustering based on strategic themes could integrate the innovative approaches more effectively towards economic development. Non-price based strategies have identified as best strategy on value creation as it could integrate with innovation focus within cluster-wise, than just to increase tourist arrivals to a destination. Hypotheses testing on cluster-competitiveness reveals the less-cooperative determinants within the industry, as innovation focus is more weak followed by demand side factors within tourism service, although nature-based tourism is identified as less competitive than Sea and Sand tourism.
Accordingly, the objectives and strategic guidelines will way forward the tourism, as first to model strategic thematic clusters with linkages to other industries ultimately to value creation, identify potential markets with great competitive advantage given to the destination, and then apply non-price based strategies to hospitality and tourism. Moreover, innovation experiences, embedded packages with product-services and experiences offered with innovations, process innovations within hospitality and nature-based sustainable tourism practices have highlighted as recommendations, with all tourism superstructure and infrastructure development with visionary destination management focused. The policy implications could be comprehended as;(1) Policy on preparing the economy for tourism growth by creating an environment which in conducive to tourism and hospitality,(2) Policy for prioritized non-price strategies within tourism, as to give high quality-high priced innovative tourism produce/experiences to higher-end tourists,(3) Policy for promote innovations within tourism firm-level, vision towards be innovative rather than imitation an country-level innovations,(4) Policy on prioritizing competitive advantage regions and follows up specialization strategies implementation, novel niche' sectors identification and innovation embedded services and (5) Policy on Joint program with other destinations, to acquire their best practices, specially with East-Asian tourism leaders as Thailand, Malaysia and China.
本文旨在建立一个要素分析范式,认为斯里兰卡的旅游业集群将有助于其成为国际旅游市场中一个有竞争力的旅游目的地。本研究通过客观评价和主观评价两方面对旅游业集群的竞争力进行考察。其主要从以下几方面客观地分析市场竞争力：通过建立指标与竞争对手进行比较；在与竞争对手的游客数量保持一致的前提条件下,利用偏离份额法就当前专业化形势下对产业竞争力和竞争优势的影响因素进行分析,并将钻石模型引入旅游业建立一个综合分析模型。本文在市场规模、动态表现、增长率、经济结构中的产业规模等产业发展现状基础上,通过一个指标来分析旅游目的地竞争力,以及建立并验证了计量经济模型。将偏离份额分析用于衡量区域竞争力,并将其分解为三个组成部分：国家份额(NS),产业结构(IM)和区域转移(RS)。有关斯里兰卡旅游目的地的两个命题通过偏离份额分析得到验证。在供给方面,本文同样通过有关利益相关者的旅游业集群竞争力模型来进行主观评价。这项研究调查表明斯里兰卡目前旅游业竞争力处在一个中等的水平,在全球具有竞争优势的旅游目的地中并不算是一个专业化明显的市场,原因在于基于战略主题的产业集群能够更为有效整合创新方法以促进经济发展。基于非价格竞争已经被认为是能够整合创新和产业链发展最好的价值创造战略,而不是仅仅增加游客数量。
综上,发展目标和战略将会引导旅游业向前发展。有关政策建议可以归纳为以下五个方面：(1)通过创造有利于发展旅游业和酒店业的环境,为其增长提供扎实的经济基础；(2)制定旅游业优先的非价格策略的政策,以达到提供高品质、高价格的创新旅游产品或体验的目的；(3)在企业层面而非国家层面,制定促进创新和开放视野的政策；(4)制定实施专业化策略、创新生态部门识别和创新嵌入式服务等方面的提升区域竞争优势的政策；(5)鼓励开展与其他旅游目的地的合作项目,尤其来自于泰国、马来西亚和中国等东亚旅游大国,以获得丰富的实践经验。
As part of the service sector, tourism is one of the world's largest industries, and it is predicted to be a main provider of job opportunities both directly and indirectly. Furthermore, it is also estimated that from the year2015, emerging economies will receive over one billion arrivals till2030, more than industrial economies, Asia and pacific region will gain its place as getting most of the new tour arrival and becoming strongest growing outbound region according to a report by WTO in2011.
The objectives of this dissertation is to identify the elements of a new paradigm, specifies to Sri Lankan tourism cluster that would help to become a competitive tourism destination in international tourism market. The study investigates competitiveness of tourism cluster both by objective measures based on tourist arrivals, income, investments and subjective measures by developing an integrated model combining three main dimensions:clustering, competitive advantage and innovation focus. It critically analyzes the competitiveness by creating an index to compare with rival destinations, conducts econometric analysis on factors of tourism competitiveness and competitive advantage with current specialization position by Shift-Share Analysis in line with regional tourist arrivals of rival destinations, and develops an integrated model.
The study addresses the destination competitiveness by developing an index including current performance in the global tourism market scaled by size, dynamism of performance overtime/growth rate and Size of the industrial base in the economic structure with rival destinations and to justify an econometric modeling. The Shift Share Analysis is employed to account region-wise competitiveness, as it breaks down regional growth into three components:National share (NS), Industry mix (IM) and Regional shift (RS). To employ the shift-share analysis, two propositions have been developed for the Sri Lanka tourism destination.
It is also addressed the subjective measures through tourism cluster competitiveness model based on supply side tourism stakeholders. The proposed theoretical model addresses the ranking based on own judgments, by first identifying the most rival destinations to Sri Lanka and rank each81determinants according to Likert five-point scale and empirically tested on descriptive statistics. Respondents were asked to complete a self-administered survey by providing structured questionnaires and final usable sample of431respondents were used on developing hypotheses. The findings of this study indicate that the present tourism competitiveness of Sri Lanka as in a moderate level and it's not specialization among its competitive advantage market regions in the global tourism, as clustering based on strategic themes could integrate the innovative approaches more effectively towards economic development. Non-price based strategies have identified as best strategy on value creation as it could integrate with innovation focus within cluster-wise, than just to increase tourist arrivals to a destination. Hypotheses testing on cluster-competitiveness reveals the less-cooperative determinants within the industry, as innovation focus is more weak followed by demand side factors within tourism service, although nature-based tourism is identified as less competitive than Sea and Sand tourism.
Accordingly, the objectives and strategic guidelines will way forward the tourism, as first to model strategic thematic clusters with linkages to other industries ultimately to value creation, identify potential markets with great competitive advantage given to the destination, and then apply non-price based strategies to hospitality and tourism. Moreover, innovation experiences, embedded packages with product-services and experiences offered with innovations, process innovations within hospitality and nature-based sustainable tourism practices have highlighted as recommendations, with all tourism superstructure and infrastructure development with visionary destination management focused. The policy implications could be comprehended as;(1) Policy on preparing the economy for tourism growth by creating an environment which in conducive to tourism and hospitality,(2) Policy for prioritized non-price strategies within tourism, as to give high quality-high priced innovative tourism produce/experiences to higher-end tourists,(3) Policy for promote innovations within tourism firm-level, vision towards be innovative rather than imitation an country-level innovations,(4) Policy on prioritizing competitive advantage regions and follows up specialization strategies implementation, novel niche' sectors identification and innovation embedded services and (5) Policy on Joint program with other destinations, to acquire their best practices, specially with East-Asian tourism leaders as Thailand, Malaysia and China.
引文
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