基于虚拟旅游体验的文旅企业线上线下融合发展路径  

Online-offline Integrated Development Path for Cultural and Tourism Enterprises Based on Virtual Tourism Experience

作　　者：匡红云[1] 谢五届 Kuang Hongyun;Xie Wujie

机构地区：[1]上海第二工业大学高职学院,上海201209 [2]江苏师范大学历史文化与旅游学院,江苏徐州221116

出　　处：《企业经济》2021年第6期129-137,共9页Enterprise Economy

基　　金：教育部人文社会科学青年基金项目“‘一带一路’背景下地缘政治风险对中国国际旅游影响评估与调控研究”(项目编号:18YJC790188)。

摘　　要：数字经济的快速发展使"线上线下融合发展"成为旅游实践和理论的重要命题。旅游体验是文旅企业线上线下融合发展的关键节点。在综合梳理国内外虚拟旅游体验和实地旅游体验文献的基础上,采用临场感理论和旅游体验理论对虚拟旅游网络文本数据进行扎根理论研究。研究发现个体从虚拟旅游环境的主题(氛围)、技术信息、服务和营销等要素获得刺激,经认知加工后产生旅游体验和临场感,推动生成实地重游意愿或推荐意愿。提出了"基于虚拟旅游体验的文旅企业线上线下融合发展框架"及三条融合路径:塑造虚拟旅游环境;激发虚拟旅游体验;促进虚拟旅游游后行为(意向)。研究既是对虚拟旅游体验理论的有益补充和完善,也为新时代文旅企业的数字化转型及高质量发展提供参考。The rapid development of digital economy has made the online-offline integrated development an important proposition of tourism practice and theory. Tourism experience is the key node of online-offline integration. Based on comprehensive reviews of virtual and field tourism experience literature at home and abroad, taking the theory perspective of telepresence and tourism experience, the paper works on data of virtual tourism obtained from internet about virtual experience by using the grounded theory. It is found that individuals get stimulation from theme/atmosphere, technical information, service and marketing promotion of the virtual tourism environment, generate various tourism experience and sense of presence after cognitive processing, and promote the generation of on-site revisit intention or recommendation intention. Based on research results, the paper proposes the online-offline integrated development framework for cultural and tourism enterprises and three detailed integration paths: shaping virtual tourism environment, stimulating experience in virtual tourism, promoting visiting behavior(intention) for field tourism. The research is not only a beneficial supplement to the theory of virtual tourism experience, but also provides reference for the digital transformation and high-quality development of cultural and tourism enterprises in the new era.

关 键 词：虚拟现实 虚拟旅游体验 临场感 线上线下融合发展 文旅企业 

分 类 号：F590[经济管理—旅游管理]