参与类赛事型体育旅游产品价值共创实现路径研究

发布时间：2018-05-23 08:13

本文选题：体育旅游产品 + 价值共创　；参考：《上海体育学院》2017年硕士论文

【摘要】：体育旅游是当前中国经济转型升级时期所孕育和催生出的新的经济增长点,受到了全国上下各级各层面的重视与关注。产品是体育旅游的核心部分,也是体育旅游中最重要的内容,同时还是维系供应商与消费者之间关系的通道。“产品内容为王”的年代,如何生产有价值、可以得到消费者认可的产品成为体育旅游产品供应商生存和竞争的关键。为了满足消费者日益多元化及高要求的体育旅游需求、提升体育旅游供应商的竞争力,根据服务经济学中的价值共创理论,本研究将消费者作为体育旅游价值生产中的主导逻辑,构建了参与类赛事型体育旅游产品的价值创造实现路径,为体育旅游产品开发和价值提升提供新的思路和有益探索。本研究系统运用了文献资料法、问卷调查法、内容分析法、数理统计法等研究方法,系统梳理、全面概述了体育旅游、体育旅游产品、价值的基础概念、分类与特征。随后将2016年体育旅游精品项目评选申报项目作为当前体育旅游产品现状分析的样本,分析总结了当前体育旅游产品发展现状和面临的问题,并从提高体育旅游产品价值、增强体育旅游者消费体验、提升产品供给方竞争力角度论证价值共创理论下体育旅游产品现状。紧接着从已有的价值共创实现路径中,结合消费者消费行为、生产者产品生产价值链等理论基础,以消费者作为生产的主导逻辑,构建了消费者价值共创路径、供应商价值共创路径,以及二者之间的互动过程,并将三者形成动态、可循环的价值共创理论框架。在该价值共创理论框架的基础上,分析了参与类赛事型体育旅游产品所涉及到的各个利益相关者以及各利益相关者之间的关系,从中构建参与类赛事型体育旅游产品价值共创实践路径,并尝试以南京马拉松作为应用案例,对其今后的运营提出对策与建议。
[Abstract]:Sports tourism is a new economic growth point born and spawned in the current period of China's economic transformation and upgrading, which has been paid attention to at all levels of the whole country. Product is the core part of sports tourism, also the most important content in sports tourism, and it is also the channel to maintain the relationship between suppliers and consumers. In the era of "product content is king", how to produce valuable products that can be recognized by consumers has become the key to the survival and competition of sports tourism product suppliers. In order to meet the increasingly diversified and demanding demands of consumers and enhance the competitive power of sports tourism suppliers, we create a new theory according to the value of service economics. This study takes consumers as the dominant logic in the production of sports tourism value, constructs the path of value creation and realization of participating sports tourism products, and provides new ideas and beneficial exploration for the development and value promotion of sports tourism products. This paper systematically introduces the basic concepts, classification and characteristics of sports tourism, sports tourism products and value by using the methods of literature, questionnaire, content analysis, mathematical statistics and so on. Then, this paper takes the evaluation and application of sports tourism products in 2016 as a sample for the analysis of the current situation of sports tourism products, analyzes and summarizes the current development situation and problems faced by sports tourism products, and raises the value of sports tourism products from the point of view of improving the value of sports tourism products. Strengthen the consumption experience of sports tourists, improve the competitiveness of product suppliers to demonstrate the value of the theory of sports tourism products. Then from the existing value creation realization path, combined with consumer consumption behavior, producer product production value chain and other theoretical basis, take consumers as the leading logic of production, build the path of consumer value creation. The path of supplier value creation and the interactive process between them are formed into a dynamic and circular value creating theoretical framework. On the basis of the theoretical framework of value creation, this paper analyzes the relationship between the stakeholders involved in the participating sports tourism products and the stakeholders. From the construction of participating sports tourism product value creation practice path, and try to take Nanjing Marathon as an application case, put forward the future operation of the countermeasures and suggestions.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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