基于旅游产品差异化的欠发达地区旅游合作研究

A STUDY ON REGIONAL TOURISM COOPERATION IN UNDERDEVELOPED REGIONS OF CHINA FROM THE PERSPECTIVE OF TOURISM PRODUCTS DIFFERENTIATION

区域旅游合作可打破地域壁垒,合理配置和利用旅游资源,以丰富合理的旅游产品供给满足旅游市场多样化需求,获得合作区域旅游发展的双赢。欠发达地区在生产要素如资金、设施、信息、人才、市场、营销和交通区位条件等方面具有前天不足,在旅游产品差异化视角下进行区域旅游合作,建立基于价值网的区域旅游合作竞争关系,建构旅游合作系统,实施旅游合作并进行合作绩效评价,提高欠发达地区旅游产业竞争优势。

It is crucial for tourism industry development of underdeveloped areas to have regional tourism cooperation from the perspective of tourism product differentiation because these areas have inherent deficiency in tourism capital investment, tourism infrastructure construction, information accessibility, human resource management, tourism marketing, and transport. By establishing partnership and tourism cooperation, the underdeveloped regions can effectively benefit from scale economy, establish an integrated regional tourism image and successful regional tourism brand, as well as attract external investment to enhance regional tourism competitive power in stead of cut-throat competition of the homogeneity of the products and duplication of similar tourism facilities. This paper aims to explore how to establish partnerships between adjacent tourism destinations. A case study approach, with a tourism partnership study in Ankang, Hanzhong and Shangluo, the adjacent areas of southern Shaanxi Province, has been utilized for the establishment of tourism partnerships based on differentiation strategy which calls for the development of tourism products or services which offer unique attributes perceived to be better than or different from the products of the competition. It is the process of distinguishing the differences of products or making a tourism product more attractive to a particular target market. The key issues include the innovation and design of differentiated tourism products, integration of marketing factors and the conduct oflMC （Integrated Marking Communications）, coopetition based on the value net which is an alternative to Porter＇s five forces model to recognize the importance of complementary and competitors＇ products, to find ways to change and expand the business, and to compete by designed win-win administrative model. It is also recommended to establish concise set of criteria, against which the performance of partnerships can be assessed, to evaluate the effectiveness and efficiency of tourism partnerships.