基于游客价值的旅游企业服务创新

随着游客需要和动机的不断变化,旅游企业参与市场竞争更加有效的办法之一就是侧重服务属性的创新。在剖析游客价值与旅游企业服务特征基础上,本文提出,旅游企业服务创新,要以游客价值为导向,根据自身条件选取适当的战略模式。其中,最为基本的是超越游客需求战略(包括服务产品概念创新、品牌形象重塑等)和服务差别化战略(包括服务组合创新、服务交互创新等)。

Along with the continual change of the visitor wants and motivations, a effective measure for tourism enterprises to participate in market competition is the innovation of service. By analyzing the attributes of visitor value andthe attributes of service of tourism enterprises,this paper considers, tourism enterprises must adopt appropriate strategy Of the innovation of service based on visitor value according to oneself conditions. And the two fundamental strategies of the innovation of service are ＂surpassing the needs of visitor＂ and ＂differentiating the service＂.