基于体验效用的旅游品质提升:新路径与新方法

Tourism Quality Improvement Based on Experience Utility: New Path and New Method

随着中国旅游业的不断发展,旅游已经成为居民的一种生活方式,旅游市场的未来值得期待,而品质是旅游业的灵魂。如何提升旅游品质已然成为学术界和业界普遍关注的问题。以派恩和吉尔摩的体验经济为背景,以卡尼曼的体验效用理论为基础,根据旅游产品所具有的享乐属性的不同权重,将其分为功能性旅游产品、享乐旅游产品或兼而有之的旅游产品,不同类型的旅游产品实际上位于连续统一体的不同位置。在此基础上,指出不同类型旅游产品的品质提升路径。最后,简要介绍几种主观和客观的实时体验测量方法,以期更好地监测、管理旅游者体验,进行产品设计。

With the continuous development of China’s tourism industry, tourism has become a way of life, the future of the tourism market is worth looking forward to, and quality is the soul of tourism. How to improve the quality of tourism has become a common concern both in academia and the industry. Base on the background of the experience economy of Pine and Gilmore, this paper is based on Kahneman’s theory of experience utility, which is divided tourism product into functional tourism products, hedonic tourism products and a combination of both. According to the different weights of the hedonic attributes of tourism products, different types of tourism products actually are located in different positions of the continuum. On this basis, the quality improvement path of different types of tourism products is pointed out. Finally, several subjective and objective real-time experience measurement methods are briefly introduced, in order to better monitor and manage the tourist experience and carry out product design.