旅游目的地精益服务模式:概念与路径——基于扎根理论的多案例探索性研究  

The Concept and Path of Tourism Destination Fine Service Pattern: An Exploratory Research Based on Multicase Study and Grounded Theory

作　　者：白长虹[1] 刘欢[2] Bai Changhong;Liu Huan(Business School, Nankai University;College of Tourism andService Management, Nankai University)

机构地区：[1]南开大学商学院 [2]南开大学旅游与服务学院

出　　处：《南开管理评论》2019年第3期137-147,共11页Nankai Business Review

基　　金：国家社会科学基金重点项目(08AJY009);国家社会科学基金项目(13CGL081)资助

摘　　要：在游客个性化情感体验需求日益凸显的新时代,如何系统地推动旅游目的地整体服务向更高质量发展,以满足游客更高层次的服务需求,成为旅游目的地亟待破解的重要难题。本文运用多案例研究和扎根理论的方法进行探索式理论建构,选取3个不同类型的旅游目的地进行跨案例研究,发展出一个旅游目的地精益服务理论模式。研究发现,旅游目的地精益服务是由旅游目的地政府主导驱动,以提升游客情感价值为核心,旅游企业和本地居民协同供给的,具有普惠性、可信性、亲善性、易获得性、选择自由等特征的一系列综合服务;旅游目的地精益服务主要有5条实现路径:地方政府直接供给路径、政企协作供给路径、政民协作供给路径、旅游企业服务自觉路径、本地居民服务自觉路径。本研究的发现,为地方政府提升旅游目的地整体服务质量提供了管理框架和理论工具。The tourist demand has been continuously increased at the era of mass tourism, and it is widely showing personal, qualified, emotional features, which has been raised a higher demand to the service supply of tourism destination. In local reality, the standardized and normalized service development, which is driven by local government, could boost the improvement of the whole service quality to some extent. Nevertheless, it can hardly satisfy the continuous growing tourists’ emotional experience needs. Hence, how to heighten service quality to higher level and satisfy tourists’ new needs are the significant task to local government. This study based on the three level’s coding and multi-cases comparative analysis, created a new theory of the improvement pattern of tourism destination service quality, and it is identified as "Tourism Destination Fine Service Pattern". This study put forward that the tourism destination fine service is a series of comprehensive services with the core of improving the emotional value of tourists, and they are driven by the local government of tourism destination, and co-produced by tourism enterprises and local residents in coordination;this kind of service features may have universal benefit, credibility, goodwill, accessibility and freedom of choice. In addition, there are five ways to realize fine service in tourism destinations, including direct supply path from local government, supply path by government-enterprise cooperative, supply path by government-citizen cooperative, supply path of tourism enterprise’s conscious service, and supply path of local residents’ conscious service. Hereinto, local government of tourism destination plays a role of active drive and strategic decision, and it creates the direction of value generation to tourism destination fine service by recognizing tourist centric concept as well as tourist’ emotional value. Meanwhile, local government lays the foundation of tourism destination fine service realization through service culture establis

关 键 词：旅游目的地精益服务 地方政府 情感价值 理论建构 

分 类 号：F592[经济管理—旅游管理]