从接受者到参与者——数字化视域下旅游业顾客价值共创的元分析  

From Recipients to Participants:A Meta-analysis of Customer Value Co-creation in the Tourism Industry from the Digital Perspective

作　　者：于岩平 赵志成 杨兆煜 YU Yanping;ZHAO Zhicheng;YANG Zhaoyu(Business College,QingDao University,Qingdao 266071,China)

机构地区：[1]青岛大学商学院,山东青岛266071

出　　处：《旅游学刊》2024年第12期75-89,共15页Tourism Tribune

基　　金：国家社会科学基金项目“数字化创新视域下旅游业赋能新生代员工的机理与路径研究”(21BGL136)资助。

摘　　要：数字时代的顾客价值共创是旅游企业取得竞争优势的关键。相关的理论研究日益丰富,但研究结论并不一致甚至存在分歧。文章整合以往实证研究成果,利用元分析的方法,建构了数字化视域下旅游业顾客价值共创的前因后果模型,并得到阶段性研究结论:1)人口统计学特征的年龄,顾客因素的心理授权、顾客信任、社会支持和价值共创意愿,企业因素的顾客导向、经济增权、服务氛围和技术交互因素中的信息技术,对顾客价值共创均有显著的正向影响;2)顾客价值共创可提升顾客层面的顾客满意度、体验价值、主观幸福感、顾客忠诚和品牌信任,并促进企业层面的服务创新、任务绩效和口碑营销;3)行业属性显著调节顾客价值共创与其前因后果变量间的关系。其中,相较于住宿业和其他相关行业,旅行社的调节作用最强。相关成果厘清并丰富了旅游业顾客价值共创的理论研究,并可为管理者提供有效的实践指导。Customer value co-creation in the digital age is the key for tourism enterprises to gain competitive advantage.Although there is an abundance of theoretical studies on this topic,the results have been inconsistent or even divergent.In this study,a literature search was conducted in databases(including CNKI database,Web of Science,Elsevier Science Direct,EBSCO,Emerald,Springer,Taylor,SAGE,Wiley Online Library,etc.)using keywords and terms,such as“customer value cocreation”,“value co-creation”,and“customer participation”to integrate the previous empirical research on customer value co-creation in the digital perspective.A total of 79 articles were collected from the database,including 69 articles in English and 10 articles in Chinese.A meta-analysis was used to analyze the causes and effects of value co-creation in tourism.The antecedents and consequences of tourism co-creation of value under the digital perspective were constructed and analyzed step by step using the Comprehensive Meta Analysis V2 software.We have come to the following conclusions:first,to achieve high-quality tourism development,it should rely on the synergistic innovation power of all factors,and the co-creation of customer value is influenced by four categories of factors:demographic characteristics,customer factors,organizational factors,and technological interaction factors.Age in demographic characteristics,psychological authorization,customer trust,social support and the intention to co-create value in customer factors,customer orientation,economic incentives,service climate in organizational factors and information technology in technological interaction factors have a significant positive influence on customer value co-creation,while there is no significant correlation between gender and education level in demographic characteristics and customer value cocreation.Second,in the digital age,both organizations and customers are knowledge givers and knowledge takers,and the contribution and appropriation are compatible,which means

关 键 词：旅游业 顾客价值共创 元分析 前因后果模型 调节效应 

分 类 号：F59[经济管理—旅游管理]