论旅游型特色小镇运营管理的关键成功因素

Key Success Factors in the Operation Management of Tourism-Oriented Characteristic Towns

浙江省在2014年首次提出"特色小镇"的概念后,特色小镇的创建在全国各地呈现遍地开花的局面,截至2017年,共有20个省份提出特色小镇创建计划,总计划数量已超过1500个。在这一背景下,特色小镇运营管理研究已成为一个亟待关注的课题。运用解释结构模型,对旅游型特色小镇运营管理的关键成功因素进行研究。结合武义温泉小镇案例分析,发现旅游型特色小镇运营管理的关键成功因素是由资源条件、政府支持力度、企业创新三部分构成的。它们是实现运营目标的基础,并通过层层传导的作用机制,决定旅游型特色小镇运营目标的实现效果。立足这三个关键成功因素,有效整合各种资源,构建旅游型特色小镇供应链;合理强化政府支持力度,引导旅游型特色小镇发展;加强企业创新,才能确保旅游型特色小镇活力。

After the concept of “characteristic town” was first proposed in Zhejiang province in 2014,characteristic towns have sprung up like mushrooms everywhere in the country.Twenty provinces have proposed characteristic towns development programs by 2017,the total number of plans having exceeded 1500.Against this backdrop,the research on the operation management of characteristic towns has become an urgent task.This paper presents a research on the key success factors of the operation management of tourism-oriented characteristic towns by applying interpretative structural modeling (ISM).With the case study of Wuyi hot spring town,we find that the key success factors in operation management of tourism-oriented characteristic towns include resource conditions,government support and corporate innovation.These three key success factors are the bases and will determine the achievement of the operational goals of tourism-oriented characteristic towns through the mechanism of layers of conduction.Grounded on these three key success factors,various resources can be effectively integrated and a tourism-oriented characteristic town supply chain established;government support can be reasonably strengthened and the development of tourism-oriented characteristic towns guided;corporate innovation can be continuously intensified and the vitality of tourism-oriented characteristic towns ensured.