政府旅游公共营销的实现机制和路径选择——基于扎根理论的一个探索性研究  

Implementation Mechanism and Paths Selection of Government's Tourism Marketing:An Exploratory Research Based on Grounded Theory

作　　者：宋慧林 蒋依依 王元地[2] 

机构地区：[1]中国旅游研究院,北京100005 [2]四川大学商学院,四川成都610064

出　　处：《旅游学刊》2015年第1期22-31,共10页Tourism Tribune

基　　金：国家旅游局科研立项项目"如何解决酒店业创新的困境?--基于跨界搜寻理论的研究"(14TABG021);中国出境旅游流的决定因素、整合制度、贸易与交通的经验分析(14TACK009)资助

摘　　要：作为一种公共产品生产行为,政府旅游公共营销对国家旅游形象和旅游目的地宣传推广具有重要作用。加强政府对旅游目的地营销的科学引导,促进旅游公共营销绩效的提升已成为一个亟待解决的重大课题。应用扎根理论,通过对中国国家旅游局驻外旅游办事处年度工作报告的编码分析,探究政府旅游公共营销实现机制和路径选择的客观规律。研究发现,动因、市场调研能力、外部网络协同能力、环境政策干预这4个主范畴对政府旅游公共营销模式存在显著影响。动因是前置变量,市场调研能力和外部网络协同能力对政府旅游公共营销起部分中介作用,环境政策干预作为外部情境因素起调节作用,从而提炼得出"动因-情境-能力-路径选择"模型。文章为政府旅游公共营销研究提供了一个整合分析框架,对政府制定有效的管理政策、提高旅游公共营销绩效有现实意义,同时也给目的地旅游营销的理论研究提供了一个新的视角。As a public good, government＇s tourism marketing plays an important role in promoting national tourism images and tourism destinations. However, promotion level of Chinese tourist destinations is relatively low in terms of scientific and professional perspective, when comparing to other countries or other developed destinations. Therefore, it becomes a key issue to strengthen the scientific guidance of the government in tourism destination marketing and enhance the public marketing performance. This research adopts a grounded theory approach to explore the implementation mechanism and path selection of Chinese government＇ s tourism marketing efforts. The annual reports of overseas offices of China National Tourism Administration were analyzed. The results showed that four main factors have significant effect on government＇ s tourism marketing, including motivation, market investigation capacity, synergy capacity of external network, and environmental policy interventions. Motivation refers to factors that prompted the government to develop internal motive or desire of public marketing, such as market force, technology thrust and internal factors. Market research ability refers to the investigation capability, especially focuses on market entry, tourists＇ consumption habits and enterprises. It is mainly composed of research objects, research methods, research efforts, research subjects, research scope and other factors. External network coordinative ability refers to the ability of government coordinates and cooperates with other different stakeholders in the external networks, mainly composed of embedded type coordination, support collaboration, compact collaboration and interactive coordination. Environmental policy intervention refers to external factors that affect the public government tourist marketing, such as the annual tourism theme, tourism policies and regulations, international disputes, etc. By influencing market research capabilities and external networks to facilitate collaboration capabil

关 键 词：政府旅游公共营销 实现机制 路径选择 扎根理论 

分 类 号：F592[经济管理—旅游管理] D630[经济管理—产业经济]