民俗旅游产品创新中的顾客价值需求研究——以湘西自治州为例  

A Research on Customer Value Demands in Folklore Tourism Product Innovation:A Case Study on Xiangxi Autonomous Prefecture

作　　者：黄炜[1] 陈听[1] 王丽[1] 

机构地区：[1]吉首大学文化产业发展研究中心,湖南吉首416000

出　　处：《旅游学刊》2013年第12期64-70,共7页Tourism Tribune

基　　金：湖南省哲学社会科学基金项目(11YBB308);湖南省教育厅重点研究基地"武陵山区扶贫开发研究中心"(13K095);湖南省生态旅游重点实验室项目(13jdzb090);湖南省西部经济发展研究基地项目(13jdzb016);湖南省民族学优势特色重点学科项目(HNYTZ031);吉首大学2012年度博士学成返校科研经费(jsdxxcfxbskyxm201204)资助~~

摘　　要：文章从顾客视角出发并以湘西自治州为例,在大量文献研究基础上采用问卷调查和顾客价值曲线分析法,研究得出民俗旅游资源特质排序和湘西州大众旅游市场的顾客价值需求点;然后,将两者进行对接,构建出民俗旅游产品创新的顾客价值因子矩阵;最后,结合矩阵分析提出产品创新的建议,旨在为民俗旅游产品创新提供思路指导。研究表明:民俗旅游者有独特的价值需求。感民俗趣味、随性生活、猎奇、观民族风情为第一层级的价值需求,对民俗旅游者有普遍强烈的吸引力;互动体验、城市疏离感、原始本真、赏原生美景、品地方美食为第二层级价值需求,是民俗旅游产品创新中容易被忽视却拥有巨大市场前景的顾客价值点;冒险、艳遇浪漫、艺术创作为第三层级价值需求,代表部分游客群体的突出需求,是景区构建差异化特质的突破点;购买特色商品、民族特产是第四层级价值需求,也是游客完成一次完整旅游的补充性价值需求。Folklore tourism, which features regional and ethnic cultural differences, has undergone rapid development in ethnic regions in China in recent years. At the same time, the development of folklore tourism products with unprecedented innovation has gained momentum at all levels and aspects while maintaining individual differences. Among these folklore tourism products, some have rapidly achieved great success because they have satisfied demands of customer value in target markets but some have failed. It is proved that only by integrating innovation in folklore tourism products with demands of customer value can the success rate of products be improved. However, how to integrate these two factors, what are the demands of customer value in target market, what are the characteristics of these demands and how to rank them in order of importance, all remains relatively new subjects. Taking Xiangxi Autonomous Prefecture as a case study and starting from customers’ perspective, authors of this paper conduct a research according to customer value curve analysis. At first, the paper adopts literature method and analyzes the characteristics of folklore tourism products by importance, and then summarizes the demands of customer value and key factors for tourists and constructs customer value factors matrix with demands and resource characteristics as abscissa in Xiangxi Autonomous Prefecture tourism market through questionnaires, followed by customer value curve analysis which integrates these two factors and constructs customer value factors matrix of folklore tourism products’ innovation. Finally, suggestions providing guidances and insights for folklore tourism products’ innovation are made after matrix analysis. According to the research, since demands of tourists’values are diverse and have gradient differences in intensity, the innovation of folklore tourism products should target different demands of customer value to adapt and meet market’s demands. Among these demands, experiencing folk interests, liv

关 键 词：民俗旅游 产品创新 顾客价值需求 湘西自治州 

分 类 号：F592.7[经济管理—旅游管理]