体育旅游产品游戏化创新的实践、框架与路径--基于设计驱动的视角  

Practice,Framework and Approach of Gamified Innovation of Sports Tourism Products

作　　者：卢宇洋 卢长宝 Lu Yuyang;Lu Changbao

机构地区：[1]福州大学经济与管理学院,福建福州350108

出　　处：《企业经济》2022年第3期152-160,共9页Enterprise Economy

基　　金：国家自然科学基金项目“促销决策前瞻性情绪的构成及作用机制:基于电商限时限量型聚集促销的实证研究”(项目编号:71572039)。

摘　　要：基于古特曼对体育(sport)的系统性辨析,重新界定了体育旅游的本质和产品特点,并通过“Tough Mudder”“城市定向赛”等实践,指出游戏化与设计驱动是推动体育旅游产品创新的有效途径。在此基础上,提出了体育旅游产品游戏化创新的框架。本文认为,设计驱动所包含的技术、市场、文化三个体系与游戏化的元素、机制、方法三方面相结合,共同构成体育旅游产品创新的顶层设计。而体育旅游产品创新的底层实施路径包括六个层面:辨别真实的驱动性需求、关注技术对体育旅游产品的推动、借助故事机制触发消费者参与热情、强化消费者的参与动机、通过互动机制激发消费者的情感反应和既设计消费者体验又与其共创体验。最终顶层设计与底层实施路径共同构成了设计驱动的体育产品游戏化创新的框架,此框架将有助于体育旅游产品实现“创造更积极的消费体验”和“打造更好的商业模式”的目标。Based on Guttmann's systematic analysis of sport,this paper redefines the essence and product characteristics of sports tourism,and points out that gamification and design drive are an effective way to promote the innovation of sports tourism products through the practice of"Tough Mudder"and"city orienteering".On this basis,the framework of sports tourism products is proposed.This paper holds that the three systems of technology,market,and culture included in the design drive are combined with the elements,mechanisms and methods of gamification,which jointly constitute the top-level design of sports tourism product innovation.And the bottom-level implement approach of sports tourism product innovation includes six levels:identifiyng the real driving needs;focusing on the promotion of technology to sports tourism products;triggering consumers'participation enthusiasm with the help of story mechanisms;strengthening consumers'motivation to participate;stimulating the consumers'emotional response through the interactive mechanism and designing consumer experience and creating experience with them.Finally,the top-level design and the bottom-level implement approach constitute the framework of design-driven gamification innovation of sports products,which will help sports tourism products to achieve the goal of"creating more positive consumption experience"and"building better business model".

关 键 词：体育旅游本质 产品创新 设计驱动 游戏化 

分 类 号：F590.8[经济管理—旅游管理]