西北丝绸之路旅游品牌共享机制构建研究——基于网络组织理论的分析视角  

Research on the Construction of Sharing Mechanism of Northwest Silk Road Tourism Brand:Based on the Perspective of Network Organization Theory

作　　者：韩慧林 邹统钎[2] HAN Hui-lin;ZOU Tong-qian(School of Tourism Management,Beijing Open University,Beijing 100081,China;School of Tourism Sciences,Beijing International Studies University,Beijing 100024,China)

机构地区：[1]北京开放大学旅游管理学院,北京100081 [2]北京第二外国语学院中国文化和旅游产业研究院,北京100024

出　　处：《技术经济与管理研究》2022年第4期123-128,共6页Journal of Technical Economics & Management

基　　金：国家社会科学基金青年项目(17CGL026)。

摘　　要：随着国家“一带一路”倡议的实施和推进,丝绸之路这一经典旅游品牌被赋予新内涵、获得新关注。西北五省区作为国内丝绸之路的核心地带,旅游发展还处于“诸侯经济”的格局,区域旅游潜力并未充分释放,旅游品牌竞争力欠缺。为进一步发挥品牌的整体竞争优势,文章基于网络组织理论深入探究西北丝绸之路旅游品牌的共享机制,重点从共享驱动力、共享目标、共享主体、共享内容、共享方式及共享治理六个要素构建以政府部门为主导,旅游企业与当地居民共同参与治理的丝绸之路旅游品牌的共享机制,以期推动西北五省区旅游经济的协调发展,提升西北丝绸之路旅游品牌的整体实力,进而形成品牌与旅游产业发展的良性互动。With the implementation and advancement of the Belt and Road Initiative, the classic tourism brand of the Silk Road has been given new connotations and generated new attention. As the core area of the domestic Silk Road, the five northwestern provinces are still in the pattern of "princely economy", the regional tourism potential has not been fully released, and lacks competitiveness. To further exert the overall competitive advantage of the brand, this article deeply explores the sharing mechanism of the northwest silk tourism brand based on the network organization theory, focusing on the construction of the government based on the six elements of sharing driving force, sharing goal, sharing subject, sharing content, sharing method and sharing governance. The Silk Road tourism brand sharing mechanism is led by department government, tourism companies and local residents mainly partici-pate in it. The purpose of this article is to promote the coordinated development of the tourism economy of the five northwestern provinces, enhance the overall strength of the Northwest Silk Road tourism brand.

关 键 词：“一带一路” 丝绸之路 区域旅游品牌 共享机制 

分 类 号：F125[经济管理—世界经济]