旅游公共服务价值共创:概念模型、驱动因素与行为过程--以杭州市社会资源国际访问点为例

与商业服务领域相似,旅游公共服务近年来也经历了由产品主导逻辑向服务主导逻辑演变的过程,由公共服务供需双方共创价值的实践现象已经出现。文章以杭州市社会资源国际访问点为案例,通过扎根理论的方法,探索性地提出旅游公共服务价值共创的概念,剖析了由政府、企业、居民、游客等不同社会主体参与的旅游公共服务价值共创现象,识别了制度保障、增权激励、信息透明、技术摄入、文化契合是实现旅游公共服务价值共创的驱动因素与前提条件。而不同主体间耦合形成的服务生态系统,其内部各要素的互动与整合是旅游公共服务价值共创实现的中介要素。此外,旅游公共服务价值共创的行为过程包括价值主张提出、共创环境营造、社会成员嵌入、社会价值共识、公共价值创造和社会影响输出。文章拓展了价值共创理论在旅游公共服务领域的应用,揭示了共创的内部机理与行为规律,为旅游目的地公共服务发展与供给模式创新提供了理论工具。

The Study of Tourism Public Service Co-creation: Conceptual Model,Driving Factor and Behavioral Process--Take the International Social Resource Visiting Spot of Hangzhou as an Example

The theoretical exploration of value co-creation started from Prahalad and Ramaswamy, who have defined value co-creation as the joint activity of creating value between enterprises and customer.Since then, a large number of studies have focused on the value co-creation in commercial field. In the context of public service, it has also gone through a process from Good-dominant Logic to Servicedominant Logic, which has attracted the attention of several scholars. However, there is still a lack of indepth analysis on the mechanism and driving forces behind the co-creation of tourism public service.This study has explored the tourism public service co-creation under the participation of multi-subjects.The international social resource visiting spot of Hangzhou has been taken as a case to explore its successful practice and the phenomenon of tourism public service co-creation. As early as 2004,Hangzhou was the first city in China to launch international social resource visiting spot for the sake of helping tourists explore the most novel and authentic life in Hangzhou. After the development of 15 years, many manual workshops and social organizations have been changed to a part of social visiting spot, such as the Dongshan farmers markets, Pearl lake community of Gongshu district, Wang xingji fan museum and so on. Most of these spots are none profit, and they are belong to the tourism public service program in Hangzhou. At the same time, the above visiting spots have encouraged travel agents(tourism enterprises), local residents and tourists to deeply participate in the co-design, packaging and promotion of the visiting spot. The existence of the visiting spots have broken the understanding of traditional scenic spots and public services, and it becomes a typical representative of the all-for-one tourism mode and the co-construction and sharing between hosts and guests, which is also the reason why it has been chosen as the case in this study. By using the method of grounded theory, this study has put forward the conceptual model of tourism public service co-creation as well as the driving factors and behavioral process. Firstly, this study defined the tourism public service co-creation as the process of jointly promote the public service innovation, optimization and public value creation through the internal interaction and resource integration from the service eco-system, which is led by government and participated by tourism enterprise, resident and tourist. Secondly, the driving factors of co-creation were identified, including institutional guarantee, empowerment stimulation, information transparency,technology intake and cultural engagement. Thirdly, this study also found that the service eco-system,which is consisted by multi-subject driving the co-creation behavior positively. Its internal interaction and resource integration are the behavioral process of tourism public service co-creation. Furthermore,for the sake of realizing the tourism public service co-creation, this study suggests that the government of tourism destination should build a co-creation environment with effective communication, active involvement, constant interaction and reciprocity norm for different social members, and make all members reach a consensus of social value. Thus, this study has enriched co-creation theory in tourism public service, and it provides guidance and advices to the public service supply and comprehensive governance to the tourism destination administration.