旅游直播生态系统价值共创模式构建与机制分析

Construction and mechanism analysis of value co-creation mode of tourism live streaming ecosystem

基于创新生态系统价值共创理论,运用案例分析法,针对2020—2022年携程直播数据,以旅游直播生态系统内存在的人、货、场三要素为主体,构建旅游直播生态系统价值共创模型,分析构成旅游直播主体的产品供应商、主播、辅助团队、观众之间价值共创机制,提出开拓用户市场、培育内容生态、赋能场景营销、升级数字化的动态管理建议.研究结论有助于推动旅游业高质量发展的理论研究与创新实践.

The paper is based on the theory of value co-creation in the innovation ecosystem,using a case analysis method.Based on Ctrip live streaming data from 2020 to 2022,the paper constructs a value co-creation model for the tourism live streaming ecosystem,focusing on the three elements of‘people,goods,and scene’present in the tourism live streaming ecosystem.It analyzes the value co-creation mechanism among product suppliers,anchors,auxiliary teams,and audiences that constitute the main body of tourism live streaming,and proposes recommendations to explore user markets,cultivate content ecology,empowering scenario marketing and upgrading digital dynamic management.The research findings contribute to the theoretical research and innovative practice aiming at promoting the high-quality development of the tourism industry.