非遗进景区:多主体价值共创的逻辑与机制——多案例研究  

Intangible Cultural Heritage into Scenic Spots:Multi-case Study of the Logic and Mechanism of Multi-subject Value Co-creation

作　　者：宋晓 梁学成[1] 张新成 赵媛[1,3] SONG Xiao;LIANG Xuecheng;ZHANG Xincheng;ZHAO Yuan(School of Economics and Management,Northwest University,Xian 710127,China;College of Culture Tourism,Shanxi University of Finance and Economics,Taiyuan 030031,China;Department of Cultural Tourism,Yuncheng University,Yuncheng 044000,China)

机构地区：[1]西北大学经济管理学院,陕西西安710127 [2]山西财经大学文化旅游学院,山西太原030031 [3]运城学院文化旅游系,山西运城044000

出　　处：《旅游学刊》2022年第11期85-100,共16页Tourism Tribune

基　　金：国家社会科学基金项目“乡村振兴战略背景下乡村旅游公共服务供给机制创新研究”(19BGL141)资助。

摘　　要：非遗进景区是文旅融合的重要表现,也是一个复杂的情境化现象。文章以多案例研究打开了非遗进景区多主体价值共创的过程,识别了多主体价值共创的逻辑与机制。研究发现:(1)非遗进景区是由目的地政府、景区管理方、非遗传承人和游客构成的服务生态系统,各主体参与价值共创的驱动因素-行为过程-价值表现的逻辑不同,非遗进景区价值共创呈现出多主体耦合性、非线性网络性、非对称性和公共价值性的特征;(2)四方行为主体分别作为环境塑造者、价值编排者、文化输出者和文化体验者,在多主体价值共创中发挥独特的作用;(3)非遗进景区多主体价值共创机制表现为在主体间的多重互动、服务交换和资源整合中,价值共创程度取决于场景体验性和产品创新性两个因素,以高场景体验性和高产品创新性达到共振型价值共创才能最终实现主体价值和公共价值。研究结果为推动非遗进景区及非遗旅游产品开发提供借鉴。Intangible cultural heritage into scenic spots is an important area of cultural and tourism integration.It is also a complex situational phenomenon.The positive effect of intangible cultural heritage into scenic spots requires cooperation among multiple actors:It is consistent with the perspective of coproduction and resource integration emphasized by value co-creation theory.Accordingly,this paper applies value co-creation theory to explain the synergy between intangible cultural heritage and tourism.In line with the driving factors(behavior and value performance),we undertook an embedded multiple-case study.In accordance with theoretical sampling criteria,we selected Luoyi city,Yongxing Fang,and Hancheng ancient city for our main analysis;we chose four actors in value co-creation(destination government,scenic spot managers,inheritors of intangible cultural heritage,and tourists)as the subunits.Using cross-case comparative analysis,we assessed the degree of value co-creation of intangible cultural heritage of scenic spots,and we proposed a mechanism for multi-subject value cocreation.The following results emerged.First,intangible cultural heritage into scenic spots is an ecological system comprising destination government,scenic spot managers,inheritors of intangible cultural heritage,and tourists.The behavior logic of the four actors differed;The value co-creation among them displayed the characteristics of multi-subject coupling,nonlinear network,asymmetry,and public value.Second,each actor played a different role and had different functions.Among them,the destination government was the environment shaper:Its role was mainly reflected in dynamic guidance.Scenic spot managers helped develop ecosystem value and were the value orchestrator.Intangible cultural heritage inheritors and tourists were,respectively,cultural exporters and cultural experiencers;The interaction between the two was the most direct reflection of value co-creation.Third,the mechanism of multi-subject value co-creation indicated that in addit

关 键 词：非遗进景区 多主体价值共创 行为逻辑 价值共创机制 多案例研究 

分 类 号：F59[经济管理—旅游管理]