旅游目的地联合营销网络的构建

如何有效地实施目的地营销,是发展区域旅游经济过程中面临的重要挑战。本文认为构建联合营销网络是解决这一问题的有效途径。据此,本文整合包括价值网络,资源依赖,制度观点等多种理论,说明了构成联合营销网络的主体类型及其功能,建立一个四阶段的网络的演化过程,最后对于网络治理机制的选择问题进行了分析和讨论。

THE CONSTRUCTION OF THE COOPERATIVE MARKETING NETWORK OF TOURISM DESTINATIONS

It is a great challenge to achieve effective tourism destination marketing in the areas with developing local tourism industry. This paper argues that establishment of a cooperative tourism destination marketing network is a feasible approach to fulfill the target. Therefore, the study integrates multiple theoretical perspectives, such as value creation network, resource dependence, and institutional theory to explore the three critical aspects, namely actors, co-evolution process and governance mechanisms in the network. Firstly, based on value creation network theory, the authors argue that the tourism destination marketing network consists of the local tourism enterprises, the local government and industry associations, media institutions, local governments and main tourism enterprises in complementary tourism destinations, and tourism agencies. The value creation function of every actor is also discussed. Secondly, the article formulates a four-stage model to describe the co-evolution process of the tourism destination marketing network. The model suggests that establishment, operation, output, and renewing are four primary stages of network co-evolution. The authors further clarify the main points of each stage. The construction stage consists of problem identification, formation of the motivation to cooperate, and partner selection. Activities in the operation stage include that clarifying the role of each partner, building cooperation routines, and institutionalization of cooperation. In the output stage, partners evaluate the costs and benefits from the members in the cooperative tourism destination marketing network. At the last stage, some new members may participate the network and some old members will quit at the same time. Thirdly, the paper discusses the adoption of the governance mechanisms in cooperative tourism destination marketing network. Three general types of governance mechanisms in the network are identified, namely economic mechanism, social mechanism and power-based mechanism. Based on this classification, the authors also examine the adaptability of each mechanism in various relationships in the network.