旅游目的地全面关系流管理研究——以凤凰古城为例  

Total Relationship Flow Management of Tourism Destinations:Case Study of Fenghuang Ancient Town

作　　者：郑艳芬[1,2] 王华 Zheng Yanfen;Wang Hua

机构地区：[1]暨南大学管理学院,广州510632 [2]开平市九方匠作建筑工程有限公司,开平529300

出　　处：《复印报刊资料（旅游管理）》2022年第8期79-97,共19页TOURISM MANAGEMENT

基　　金：国家自然科学基金面上项目“旅游影响下乡村社会空间生产的机制与模式研究”(41871132);教育部人文社会科学研究规划基金项目“旅游影响下乡村社会空间生产:过程、机制与模式研究”(18YJA790077)共同资助。

摘　　要：旅游目的地管理一直以来是旅游研究领域的核心议题,全域旅游背景下函须创新旅游目的地管理的理论与方法。该研究以经历了“门票新政”风波事件后处于旅游目的地管理失效状态的凤凰古城为案例,援引全面关系流管理理论,采用质性研究方法,揭示凤凰古城旅游目的地管理组织系统存在的问题,并通过优化设计游客服务行为层次及其演化逻辑,提供一种可能的旅游目的地管理组织系统设计方案。研究指出,在凤凰古城旅游目的地系统环境与系统各个组成部分发生了根本变化的情况下,管理者未能有效引导目的地的信息流、游客流、车辆流以及资金流,使整个目的地系统的服务行为陷入了不良的关系流回路中,是目的地管理失效的具体原因;管理者没有及时调整目的地系统内部结构,重新设计、建立并维护恰当的旅游目的地系统行为的基层次以上的全面关系流,是目的地管理失效的根本原因。研究表明,全面关系流管理理论为分析旅游目的地系统在实践层面的发生机制提供了理论基础和工具方法,可以为解决旅游目的地系统的组织管理问题提供一种新的思路和视角,也可对我国全域旅游发展提供指导。Tourism destination management has always been a core topic in tourism research.In light of global tourism,there is an urgent need for examination,research,and innovation in that area.Based on the structural theory of general systems,total relationship flow management theory,first proposed by Lin and Edwin Cheng(2007),aims to address two fundamental problems of management research:what determines the behavior of a system;and how to design a system for desired behavior.In that way,total relationship flow management theory contributes to a more comprehensive,systematic understanding of tourism destination management.Fenghuang ancient town,located in Hunan province,China,is an early exploited,fast-developing historic town.However,over the past two decades,various problems have emerged in its tourism development,such as constant conflicts among stakeholders,disorderly tourism management,and decline in economic income.It is necessary to determine why Fenghuang ancient town fell into such a destination management dilemma,what determines the behavior of a tourism destination system,and how to design a management organization system to achieve desired development goals.The present study focuses on these issues in terms of total relationship flow management theory and qualitative research methods;it aims to identify management problems of Fenghuang's tourism destination management system and offer solutions by redesigning the tourist service behavior hierarchy and its evolutionary logic.This investigation found that regarding fundamental changes in destination system environment and its components,destination managers failed to effectively guide relationship flows(such as information flow,tourist flow,vehicle flow,and capital flow)at the destination.That development caused the service behavior of the destination system to fall into poor relationship flow cycles,which could be the specific reason for the failure in destination management.The fundamental reason for management failure was destination managers not having made

关 键 词：旅游目的地 全面关系流管理 历史城镇 凤凰古城 

分 类 号：F592.7[经济管理—旅游管理]