酒店住宿体验中的价值共创机制研究

Exploring Value Co-creation Mechanisms in Hospitality AccommodationExperiences

新一代信息技术革命和体验经济来临,酒店服务围绕着价值共创理念开始更新,但实践中取得的价值共创效果并未达到预期。其根本原因在于对酒店环境下住宿体验价值共创的目标尚不清晰,对共创活动的推进过程和必要条件研究不足。鉴于此,文章以顾客体验为分析单位透视互动共创的住宿系统,通过扎根理论方法揭示价值共创机制。研究发现:(1)酒店住宿中的共创价值不局限于顾客中心,而是由顾客向外围扩散,形成由个体价值、关系价值和情境价值组成的价值体系;(2)共创价值的产生一般经过体验前的期待有形、体验中的互动响应和体验后的体验分享阶段;(3)有形性、响应度和分享力在各阶段的价值共创中起着关键作用。文章规避了对价值共创理论的直接跨领域移植,立足酒店住宿情境的独特性和具体性生成价值共创模型,有望推进相关理论认识,并为酒店共创实践提供启发。

In the awakening of the new generation information technology revolution and the rise of the experience economy,the theory of value co-creation(VCC)in hospitality services is undergoing significant evolution.However,the practical realization of VCC has often fallen short of expectations.This disparity can be attributed to a lack of clarity regarding the objectives of VCC within the context of hospitality lodging experiences,as well as inadequate research into the processes and prerequisites essential for effective co-creation activities.To address this,the study took customer experience as the analytical unit to examine the interactive co-creation within the accommodation system,and uncovered the mechanisms of VCC through grounded theory.The study reveals that:(1)The scope of co-creation value in hospitality extends beyond customers,culminating in a value system encompassing individual value,relational value,and contextual value.(2)The generation of co-creation value typically progresses through stages involving the tangibilization of pre-experience expectations,interactive responses during the experience,and post-experience sharing.(3)Tangibility,responsiveness,and shareness play pivotal roles in value co-creation at each stage.The research refrains from directly transplanting VCC theory across disciplines,instead grounding itself in the unique and specific context of the hospitality industry to formulate a VCC model.This model holds the potential to enhance theoretical comprehension and ignite co-creation practices within the hospitality sector.