“互联网+”背景下社群旅游的兴起、特征与商业模式构建  

Theoretical Framework of the Rise, Characteristics and Business Model Construction of Community Tourism under the Internet Plus Context

作　　者：马跃如[1] 余航海 MA Yueru;YU Hanghai(Central South University, Changsha 410083, Hunan, China)

机构地区：[1]中南大学商学院

出　　处：《经济地理》2018年第4期193-199,共7页Economic Geography

基　　金：国家自然科学基金项目(71272067);湖南省自然科学基金项目(S2016J504I1045)

摘　　要：“互联网＋”时代的来临不仅改变了游客的旅游理念与旅游方式，也推动着旅游产业的创新与变革。随着传统旅游模式与游客多元化需求之间结构性矛盾的日益显著，社群旅游作为一种新型的旅游模式开始兴起。文章以“互联网＋”为研究背景，以社群为主要研究平台，基于社群旅游的基本特征构建了社群旅游的“产售消一体化”商业模式。与传统以企业为核心的旅游模式不同，文章构建的社群旅游商业模式强调以游客为核心，主张游客的全程组织与参与，借助于互联网技术下的社群平台，通过产、售、消三方的多元化互动参与与信息资源共享，最终形成了协同生产、社群营销与多环节消费的循环统一。这一商业模式的构建对于实现旅游产业的转型升级，推动旅游业健康发展有着重要的指导和参考价值。Internet plus era has not only changed the tourist concept and mode of tourism, but also promoted the innovation and transformation of the tourism industry. As the structural contradiction between traditional tourism model and tourists＇ diversified demands becomes more and more obvious, community tourism is emerging as a new type of tourism mode. Based on the Internet plus background, this paper focuses on the community tourism and builds the community tourism business model which is composed of the integration of manufacture, sale and consumption. Different from the traditional tourism model which is taking enterprises as the core, the community tourism business model is taking consumer as the core, and proposes that tourists should organize and participate through the whole process. With the help of Internet technology under the community platform, the circular unification of cycle production, marketing and consumption will eventually be formed through the diversification of production, sale, consumption and interactive participation of the three party and sharing of information resources. The construction of this community tourism business model has important guidance and reference value for the transformation and upgrading of the tourism industry and the healthy development of the tourism industry.

关 键 词：“互联网+” 社群旅游 产售消一体化 商业模式 

分 类 号：F592[经济管理—旅游管理]