古城菜市场旅游化改造的价值共创机制研究——以苏州双塔市集为例

Research on the Value Co-creation Mechanism in the Tourism Transformation of Wet Market in Old City:Taking Shuangta Market in Suzhou as an Example

菜市场旅游化改造是城市更新的重要内容,也是一个多主体发挥作用的复杂过程。文章以苏州双塔市集为研究对象,采用扎根理论方法,探究多主体参与菜市场旅游化改造的价值共创的行为逻辑与内在机制。研究表明:(1)菜市场的旅游化改造是各主体通过动态多层次的服务交换与资源整合,在特定情境下共创价值的过程,政策响应与文化传承的价值主张构成价值共创的关键驱动因素。(2)五方主体参与价值共创的行为过程遵循特定的制度逻辑,具有主动参与、多重互动、多元价值的特点。(3)依赖于多主体互动形成的有效制度安排,菜市场的旅游化改造成为松散耦合、互利共赢、动态演化的服务生态系统,不断激发新一轮的价值共创与服务创新,并带来持续的社会价值输出。研究结果为菜市场改造及城市有机更新提供经验参考,也为推动文旅深度融合、促进旅游业高质量发展提供理论依据。

The touristic transformation of wet markets is an important part of urban renewal,and it is also a complex process involves multiple actors.Taking Suzhou Shuangta Market as the study site,this paper adopts a grounded theory approach to explore the behavioral logic and internal mechanism of multi-actor participation in the process.The following results emerged.First,five groups of actors create value in specific contexts through dynamic and multi-level service exchange and resource integration.Actors'responses to policy and cultural inheritance constitute the key driving factors of value co-creation.Second,a specific institutional logic is identified.The five actors have played complementary roles in value co-creation,which is characterized as active participation,multi-layered interaction,and multiple beliefs.Third,relying on the effective institutional arrangement formed through multi-actor interaction,the touristic transformation of the market has built a loosely interconnected,mutually beneficial,and dynamically evolving ecological system.Such a system reduces transaction costs while continuously stimulates new rounds of value co-creation and service innovation,thus produces and sustains social value.This study provides an empirical reference for the transformation of wet markets and urban organic renewal.