旅游公共服务价值共创:概念模型、驱动因素与行为过程--以杭州市社会资源国际访问点为例  

The Study of Tourism Public Service Co-creation: Conceptual Model, Driving Factor and Behavioral Process--Take the International Social Resource Visiting Spot of Hangzhou as an Example

作　　者：韦鸣秋 白长虹[1,2] 华成钢 WEI Mingqiu;BAI Changhong;HUA Chenggang(College of Tourism and Service Management,Nankai University,Tianjing 300350,China;Business School,Nankai University,Tianjing 300071,China)

机构地区：[1]南开大学旅游与服务学院,天津300350 [2]南开大学商学院,天津300071

出　　处：《旅游学刊》2020年第3期72-85,共14页Tourism Tribune

基　　金：原国家旅游局万名旅游英才计划研究型英才培养项目(WMYC20171060)资助.

摘　　要：与商业服务领域相似,旅游公共服务近年来也经历了由产品主导逻辑向服务主导逻辑演变的过程,由公共服务供需双方共创价值的实践现象已经出现。文章以杭州市社会资源国际访问点为案例,通过扎根理论的方法,探索性地提出旅游公共服务价值共创的概念,剖析了由政府、企业、居民、游客等不同社会主体参与的旅游公共服务价值共创现象,识别了制度保障、增权激励、信息透明、技术摄入、文化契合是实现旅游公共服务价值共创的驱动因素与前提条件。而不同主体间耦合形成的服务生态系统,其内部各要素的互动与整合是旅游公共服务价值共创实现的中介要素。此外,旅游公共服务价值共创的行为过程包括价值主张提出、共创环境营造、社会成员嵌入、社会价值共识、公共价值创造和社会影响输出。文章拓展了价值共创理论在旅游公共服务领域的应用,揭示了共创的内部机理与行为规律,为旅游目的地公共服务发展与供给模式创新提供了理论工具。The theoretical exploration of value co-creation started from Prahalad and Ramaswamy, who have defined value co-creation as the joint activity of creating value between enterprises and customer.Since then, a large number of studies have focused on the value co-creation in commercial field. In the context of public service, it has also gone through a process from Good-dominant Logic to Servicedominant Logic, which has attracted the attention of several scholars. However, there is still a lack of indepth analysis on the mechanism and driving forces behind the co-creation of tourism public service.This study has explored the tourism public service co-creation under the participation of multi-subjects.The international social resource visiting spot of Hangzhou has been taken as a case to explore its successful practice and the phenomenon of tourism public service co-creation. As early as 2004,Hangzhou was the first city in China to launch international social resource visiting spot for the sake of helping tourists explore the most novel and authentic life in Hangzhou. After the development of 15 years, many manual workshops and social organizations have been changed to a part of social visiting spot, such as the Dongshan farmers markets, Pearl lake community of Gongshu district, Wang xingji fan museum and so on. Most of these spots are none profit, and they are belong to the tourism public service program in Hangzhou. At the same time, the above visiting spots have encouraged travel agents(tourism enterprises), local residents and tourists to deeply participate in the co-design, packaging and promotion of the visiting spot. The existence of the visiting spots have broken the understanding of traditional scenic spots and public services, and it becomes a typical representative of the all-for-one tourism mode and the co-construction and sharing between hosts and guests, which is also the reason why it has been chosen as the case in this study. By using the method of grounded theory, this study has put forward the conce

关 键 词：旅游公共服务价值共创 扎根理论 服务生态系统 驱动因素 行为过程 

分 类 号：F59[经济管理—旅游管理]