摘要
以非遗研学旅行产品为例,需求侧在产品开发中的缺位是造成产品问题的重要原因,可运用价值共创理论指导产品开发。根据调查问卷结果及分析,基于对实际决策人--学生家长的产品选择偏好、考虑因素、价值感知、购买意向与满意度4个维度的分析,提出优化非遗研学产品开发的4个方面建议:政府营造研学氛围,加强制度保障;学校开展非遗教育,发挥桥梁作用;供方考虑市场需求,强化产品内涵;供需两侧共建价值共创平台。
Among the issues,in designing products for intangible cultural heritage educational tourism,inadequate attention to the prefer ences of purchasers of these products caused their limited acceptance and sales.Within a value co-creation theoretical framework,this study thus aimed to develop a guidance for the product development based on survey results.This study analyzed the actual decision-makers and the four influencing factors in their purchasing decisions:their preferences,value perception,purchase intention and satisfaction,and other factors included in the purchasing consideration.Based on the analysis,this paper proposed four routes to optimize the product development of intangi ble cultural heritage educational tourism.First,the governments at different levels fostered a social atmosphere for educational tourism and pro vided institutional protection for involved stakeholders.Second,schools,in playing a bridging role,created educational programs for intangible cultural heritage.Third,suppliers fully examined the market demand and increased the cultural connotation of offered products.Finally,both suppliers and users of the products engaged in creating a value-creation platform.
作者
文媛
沈世伟
WEN Yuan;SHEN Shi-wei(Ningbo University and Angers University Joint Institute/Faculty of Geography,Tourism and Culture,Ningbo University,Ningbo 315201,China)
出处
《资源开发与市场》
CAS
北大核心
2021年第3期380-384,共5页
Resource Development & Market
基金
浙江省自然科学基金年度一般项目“旅游发展对传统村落地方性要素的影响研究--基于浙江省2市8村的调查”(编号:LY20D010001)。
关键词
价值共创
非遗研学
产品开发
需求侧
供给侧
value co-creation
intangible cultural heritage educational tourism
product development
demand side
supply side
