产品跟随行为:旅游时间产品规划方法

Product Follows Behavior:A Tourism Time Product Planning Approach

文章在探讨旅游产品与旅游者时空行为之间关系的基础上,提出了以"产品跟随行为"为规划理念、以旅游者为中心的旅游时间产品规划方法,并以香港海洋公园为案例介绍了旅游时间产品规划方法应用的可能性。在对香港海洋公园旅游者进行GPS追踪调查和分析的基础上,根据旅游者时空分布特征和旅游时空行为模式聚类分析结果,识别出了香港海洋公园需要调整的主题区域、产品类型,并且提出了初步的旅游分项产品规划和旅游组合产品规划方案。从方法论的角度,在旅游时间规划的概念框架之下提出了一种新的旅游产品规划方法,丰富了旅游产品规划的理论和方法。从规划实践的角度,旅游时间产品规划方法的提出为旅游产品规划实践提供了一个崭新的视角,为旅游产品规划创新提供了方法支持。

By discussion about the relationship between tourist spatial-temporal behavior and tourism products, this paper puts forward the concept and logical framework of tourism time product advocating planning idea of＂Product Follows Behavior＂, and shows the feasibility of the new tourism time product planning approach using a case study of Ocean Park Hong Kong. Adhering to the peopleoriented planning ideas, Tourism Time Product Plan（TTPP） is kind of product planning idea and design method which putting transformation and construction of specific program and tourism space- time environment according to the demand analysis of tourist ideal behavior, is an overall arrangement of the elements of tourism products in time oriented with the analysis of tourist behavior as the starting point and main logic. Based on the GPS tracking investigation and analysis of the tourists in Ocean Park,subject areas and product types of Hong Kong Ocean Park which need to be adjusted are recognized according to the spatial and temporal distribution characteristics of tourists and tourist spatial-temporal behavior patterns. And then a preliminary tourism time product plan and combination of tourism product plan are proposed as to the data analysis results. The TTPP method also could support adjustment and problem solutions as to theme venue location, specific theme design and even performances arrangement et al, while more in-depth analysis and data mining of tourist behavior need to be done. From the perspective of methodology, this paper contributes a new approach of tourism product planning under the framework of tourism time planning, which diversifies the theories and methods of tourism product planning. With the arrival of the era of big data, the data of tourist behavior is produced automatically every step, from information research to product booking, from application of navigation App to online post trip evaluation, and to the travel log and photos releasing on micro blogs or We Chat. This paper provides a new framework and method of tourism product planning to adjust, promote or put forward new tourism product based on the analysis of the big data obtained from different kinds of tourist behavior. From the perspective of planning practice, the approach of tourism time product planning provides a new perspective and tool for the tourism product planning practice,which supports the innovation of tourism product planning theoretically and technically. To be explained, the analysis of GPS data of Hong Kong Ocean Park tourist and product planning of Ocean Park are put forward as a case demonstration in this paper. While tourism time product planning method is not only limited to the GPS data analysis and mining, and is not limited to the scenic area product planning or a one-day tour product planning. And there are several conditions to the application of TTPP method, first of all the existence of real tourist behavior is required, which means that this TTPP method will be more suitable to secondary exploration and product adjustment rather than original development. Theoretically, ideal tourist behavior could be simulated based on the results of tourist behavior studies, but there still may be a certain degree of deviation in the initial virtual tourist behavior with the absence of empirical data.