顾客价值理论在旅游中的应用研究进展

20世纪90年代中期以来,顾客价值理论逐渐成为旅游研究中的一个热点领域,为避免旅游市场恶性竞争,提高旅游企业竞争力,促进旅游业可持续发展起到重大作用。本文基于相关文献,对顾客价值理论应用于旅游研究的缘起、历程、对象、方法和内容进行了综合分析。研究表明,国内研究在起始时间、数量和方法上都滞后于国外研究,尤其是国内定量研究有待加强;旅游领域的顾客价值研究尽管时间较短,但其研究对象已涉及饭店、旅行社、航空、旅游产品、旅游市场等众多领域;研究内容主要集中于顾客价值理论应用于旅游的必要性、旅游领域顾客价值的构成与测量、顾客价值的前向驱动与后续影响的关系、顾客价值的创造等方面;实证研究多,理论探索少。建议今后相关研究应进一步拓展和深化,加强定量分析和理论探索。

PROGRESS ON THE RESEARCH OF CUSTOMER VALUE THEORY IN TOURISM

The research of customer value theory was introduced into tourism area in the middle of 1990s. It plays a great role in avoiding vicious competition of tourism market, enhancing competitiveness of tourism enterprise and improving sustainable development of tourism industry. With a literature review, this paper summarizes the customer value theory in tourism context, including the research origin, course, objects, methods and contents.
It is revealed that the starting time, the amount and the methods of the domestic research are behind the overseas research. The overseas research papers commonly use quantitative analysis. However, the domestic research papers mainly use qualitative analysis, and quantificational research should be strengthened. Despite the short history of the customer value theory, the research objects have related to hotel, travel agency, aviation, tourism product, tourism market and so on. The research focus mainly includes four aspects, the significance of applying customer value theory in tourism, the composing dimensionality and the estimation list of customer value in tourism, the relationship between the forwards and backwards drive of customer value in tourism and subsequent influence, and the creation and upgrade of the customer value. Demonstration analyses are mostly made and theory analyses are very rare.
The paper proposes that the studies on customer value in tourism should be further widened and deepened in the future. Firstly, customer value theory shoule be introduced into more tourism fields. Secondly, more attention should be paid to the intermediates and strategies in different tourism enterprises, destinations, markets and products. Thirdly, further in-depth and systemic research is needed and more stress should be put on quantitative analysis and theory research.