旅游目的地合作中网络治理模式研究——基于社会网络视角对新疆的案例跟踪  

The Modes of Network Governance in Tourist Destination Cooperation:A Follow-up Study in Xinjiang from a Social Network Perspective

作　　者：刘冰[1] 何莽[1] 王松茂[2] 

机构地区：[1]中山大学旅游学院,广东广州510275 [2]新疆大学旅游学院,新疆乌鲁木齐830049

出　　处：《旅游学刊》2016年第9期91-100,共10页Tourism Tribune

基　　金：国家自然科学基金"嵌入性视角下联盟组合多样性与企业绩效关系研究"(71302098)项目资助~~

摘　　要：治理是推动旅游目的地在竞争中构建行之有效的合作关系以获取战略优势的重要途径。以往的研究较多关注基于正式关系的"双边"合作,忽视了网络背景下,旅游目的地之间的合作往往依托于非正式关系,并在"多边"关系互动中不断地演变和重构。因此,从网络视角探寻目的地治理机制对理解合作问题具有重要的战略意义。该研究在2012年新疆目的地网络研究的基础上,于2014年对12个目的地进行跟踪调查,社会网络分析结果表明中心性和凝聚性对于识别旅游目的地在网络中的合作优势具有重要作用。在旅游目的地合作研究框架下,基于三方关系提出不同类型网络治理模式,为目的地有意识地调整、重构自身网络活动以获取战略优势,以及竞合关系下的区域旅游合作及一体化等问题提供了理论指引和决策参考。Governance is regarded as key for tourist destinations to obtain competitive advantages,which contributes to the sustainable growth of the tourism industry. It is worth noting that, however, not all types of cooperation have achieved their expected goals. Regarding the reasons, it will inevitably involve aimlessness and subjectivity in the decision-making and implementation processes. Therefore,the problem of how to promote an effective partnership among tourist destinations must be solved.Previous studies focus on bilateral cooperation based on formal relationships; however, they neglect the fact that cooperation among tourist destinations often relies on informal relationships and the interactions of multilateral relations are evolving constantly in the context of a multi- destination network. It is therefore of strategic significance to understand tourism cooperation and explore the governance mechanism of destination networks in order to understand tourism cooperation from a social network perspective. Based on prior research conducted in 2012, we performed a follow- up survey on the Xinjiang destination network in 2014 employing the methodology of social network analysis. By selecting Narati scenic spot, Yili（D01）, Kanas scenic spot, Altay（D02）, Grape valley scenic spot, Turpan（D03）, Tianshan heavenly lake scenic spot（D04）, Jinsha beach scenic spot, Heshuo（D05）, Qiuci garden oasis（D06）, Kucha palace（D07）, Xibe folk customs park（D08）, Idgar folk culture tourism zone（D09）, Shuimo valley scenic spot, Urumqi（D10）, Xinjiang man street folk museum（D11）, Urumqi hongshan park（D12） as nodes and taking an interlocking visiting relationship as the tie,we built a destination network each for 2012 and 2014, respectively, through a large valid sample of754 in total. From the comparison of the Xinjiang destination networks in 2012 and 2014, our findings indicate that there are significant similarities and differences in network characteristics. Results also show that network

关 键 词：旅游目的地合作 网络治理 社会网络 新疆 

分 类 号：F592.7[经济管理—旅游管理]