顾客体验的创新模式实证研究——以马尔代夫地中海俱乐部为例

Research on the Innovative Model of Customer Experience—— A Case Study of Club Med in Maldive

随着体验经济时代的到来,创意旅游在全世界范围内的广泛兴起,旅游体验亟待一种新的创新模式的出现和与之相应的理论指导.本研究基于相关体验模式和创意旅游等文献的梳理,运用调查法,通过对马尔代夫地中海俱乐部的游客进行电子和实地发放问卷调查,并对其进行描述性统计分析和IPA分析,验证了研究模型.研究结果证实了顾客体验的创新模式可行性,游客对于度假的需求不仅仅停留在传统的旅游模式中,而是希望将自身的才艺和度假地的人文及地理环境相融合,不仅使自身的身心得到升华,而且对于度假地的长远发展提供了参考和建议.

With the impact of the Experience Economy,the rising of creative tourism is taking place widely in the world.Therefore the new innovation model and the corresponding theoretical guidance are urgent to be developed. The theoretical basis of this study bases on literatures which include the relevant experience and creative tourism. By the survey of electronic and field questionnaire,I connected with the Maldives Med visitors,and accessed to collect data and do descriptive statistical analysis and IPA analysis,to verify the research model. Research results show the feasibility of innovation model about customer experience. The demand of tourists for holiday is more than staying in the traditional tourism mode; it requires a combination of self-accomplishment and local cultural and geographical environment. By making long-term developments on both physical and mental,tourists can bring some local benefits at the same time. Then the paper provides advice and reference for operation of the innovative customer experience model.