苏州市夜间旅游创新发展路径研究——基于网络文本和问卷调查的分析

A Research on the Path of Innovative Development of Night Tourism in Suzhou:Based on Network Text Analysis and Questionnaire Survey

夜间旅游商业模式创新能够带来新的优势和新的经济增长点,用夜间旅游提振经济、创造新的社会价值意义非凡。从消费者感知视角入手,用网络文本分析法和问卷调查法研究消费者对苏州夜间旅游的评价和偏好发现,苏州的旅游资源虽十分丰富,但主要分布在古城区,且政府多以日间旅游的宣传为主,夜间旅游产品附属程度较高、产品结构单一、城市形象固化,导致其商业开发与经济溢出效果遭遇瓶颈。反观工业园区,作为苏州国际化的标杆板块,其浓厚的现代化氛围广受欢迎,经济价值创造力存在蓝海且有待深挖。苏州的夜游品牌在高数量和高质量方面遭遇了双重考验,未来苏州夜间旅游可从以下几方面进行创新发展:精确定位,打造品牌;大力宣传,声名远播;别开生面,精准造势;规范餐饮市场,发展苏式特色美食;重视体验,打造沉浸式产品;创新文创产品,增加附加价值;政府、游客、市民三方协同,形成旅游发展良好生态;整体规划,打造夜间苏式生活。

The innovation of night tourism business model can bring new advantages and new economic growth points.It is of great significance to boost the economy and to create new social value with night tourism.From the perspective of consumers'perception,using network text analysis and questionnaire survey to research on consumers'evaluation and preference for night tourism in Suzhou,the study found that although Suzhou's tourism resources are very rich,they are mainly distributed in the ancient city area,and the government mainly focuses on the publicity of daytime tourism,while night tourism products are highly affiliated,the product structure is single,and the city im-age is solidified,which eventually leads to the bottleneck of its commercial development and economic spillover effect.In contrast,as the benchmark plate of Suzhou's internationalization,the Industrial Park has a strong modern atmosphere and is widely popular,with a blue ocean of economic value creativity and needs to be deeply explored.The night tourism brand in Suzhou has encountered a double test in terms of high quantity and high quality,which needs to be developed innovatively in the future from the following aspects:to locate precisely to create its brand;to publicize vigorously to spread its fame;to break fresh ground to create a precise momentum;to regulate the catering market and develop delicacies with Suzhou characteristics;to emphasize experience to create immersive products;to innovate culturally creative products to increase added value;to strengthen the tripartite collaboration amongst the government,tourists and citizens to form a sound ecology for tourism development;to make an overall plan to cre-ate a nighttime for Su-style life.