旅游竞争力评价范式:反思与启示

The Appraisal Paradigm of Tourism Competitiveness:Reflection and Criticism

旅游竞争力研究已经成为旅游学术界的一个热点。然而,国内外关于旅游竞争力的评价,基本上是沿用波特的国家竞争力评价范式,相互之间的差异无外乎"指标选择"或"权重配置"两个方面。本文在回顾文献的基础上,从理论和实证两个角度对当前的旅游竞争力评价范式进行了反思。从理论分析来看,当前旅游竞争力评价范式的假设前提并不成立,对指标的选取也值得商榷;从实证角度来看,其所建构的模型难以解释诸多旅游地的发展。本文认为旅游竞争力的大小绝不等同于各个竞争要素"绝对数值"的简单求和,而是隐含在由旅游体验所决定的需求结构、竞争要素之间的结构性构造以及不同竞争目的地的"相对地位"之中。简言之,旅游竞争力的大小,从需求来看,取决于需求结构及其变化;从供给上看,取决于竞争要素的相对地位及其结构所决定的旅游地的相对优势。

Research on tourism competitiveness has become a hot topic in tourism academia, however, as to the appraisal of tourism competitiveness at home and abroad, it generally follows the research paradigm of porter＇ s nation competitiveness, and differences between them are nothing more than ＂index selection＂ and .＂weight allocation＂. On the basis of literature review, this paper reflects and criticizes the current appraisal paradigm of tourism competitiveness from both theory and practice angles. Theoretically, the assumption of appraisal paradigm is groundless, and the index selection is also questionable and from experiment aspect, the model of the appraisal paradigm is hard to explain the development of many resorts. This paper holds the view that tourism competitiveness is never the simple summation of the ＂absolute figure＂ of each competitive element. It is actually buried in the demand pattern determined by tourism experience, structural construction of competitive elements and the ＂ relative position ＂ of different competing destinations. In short, from demand, tourism competitiveness depends on the demand structure and the change of it; it lies with the relative advantage of resorts determined by the relative position of each index from the side of supply.