乡村旅游社区治理中“主-客”价值共创的过程和机制  

The process and mechanism of value co-creation between endogenous actors and exogenous entities in rural tourism community governance

作　　者：韩磊 徐菲菲 剌利青 Han Lei;Xu Feifei;La Liqing(School of Business,Anhui University,Hefei 230601,China;School of Architecture,Southeast University,Nanjing 210096,China;College of Economics and Management,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]安徽大学商学院,合肥230601 [2]东南大学建筑学院,南京210096 [3]南京林业大学经济管理学院,南京210037

出　　处：《中国生态旅游》2025年第1期34-47,共14页Journal of Chinese Ecotourism

基　　金：国家自然科学基金面上项目(42071185);江苏省研究生科研与实践创新计划项目(KYCX22_0304);南京市软科学研究计划项目(202206017)。

摘　　要：价值共创是促进政府、居民等内生主体与游客、企业等外来客体在乡村旅游社区治理中建立信任、反馈和合作机制的有效手段。文章以南京市江宁区黄龙岘村和龙乡·双范为案例,运用质性研究、内容分析与案例研究相结合的方法,分析乡村旅游社区治理中“主-客”价值共创的过程和机制。结果发现:(1)传统价值共创理论的信息、平台、服务等创新理念通过主客互动进入乡村旅游社区治理中,并通过价值链形成和价值传递过程促进旅游乡村治理模式转型;(2)“主-客”价值共创过程存在社区居民、消费者及企业“共盼-共建-共享”的价值传递轴线,体现为不同价值主体的空间策略、共创需求和治理结果的互动,以及对乡村资源转型旅游利用的认同和实践;(3)“主-客”价值共创的机制在于乡村振兴过程中乡村旅游社区价值链的参与式传递和治理模式创新,以此促成乡村旅游空间的高质量发展。游客作为社区治理的新参与者,承继与发展了旅游社区的价值内涵。为此,乡村旅游应注重游客和社区居民的价值转化能力,注重数字化营销和平台建设,鼓励更多主体自发参与到治理中来。Value co-creation is an effective means to promote the establishment of trust,feedback and co-operation mechanisms between endogenous actors such as government and residents,and exogenous entities such as tourists and enterprises in rural tourism community governance.Taking Huanglongxian Village and Longxiang Shuangfan Village in Jiangning District,Nanjing,as case studies,this paper explores the process and mechanisms of value co-creation between endogenous actors and exogenous entities in rural tourism community governance by using qualitative research and content analysis.The results show that:(1)innovative concepts such as information,platforms,and services from traditional value co-creation theories have entered the governance process of rural tourism communities through the interaction between endogenous actors and exogenous entities,and innovate the tourism village governance model in the process of value chain formation and value delivery.(2)The value delivery axis of“co-anticipation-co-construction-co-enjoyment”exists in the process of value co-creation of community residents,consumers and enterprises,which is reflected in the interaction of spatial strategies,co-creation needs and governance results of different value subjects,as well as the identification and practice of transforming the use of rural resources for tourism.(3)The mechanism of value co-creation between endogenous actors and exogenous entities lies in the participatory transmission of value chain and the innovation of governance models within rural tourism communities during the rural revitalization process.This promotes spatial production with high-quality in rural tourism.Tourists,as new participants in community governance,inherit and develop the value connotations of the tourism community.Thus,rural tourism initiatives should concentrate on value transformation capacity of tourists and community residents,digital marketing and platform construction,and encourage more subjects to spontaneously participate in governance.

关 键 词：价值共创 价值传递 价值转化 主客互动 社区治理 治理模式 乡村旅游 

分 类 号：F592.7[经济管理—旅游管理]