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论文编号：	1839
作者编号：	041955
上传时间：	2010/5/18 9:21:31
中文题目：	旅游体验管理研究
英文题目：	Tourist experience Tourist experience management
指导老师：	孙超
中文关键字：	旅游体验 旅游体验管理 旅游体验管理战略模型
英文关键字：	Tourist experience Tourist experience management
中文摘要：	伴随顾客需求从物质层面向精神层面的不断飞跃，人类社会的经济形态正从服务经济向体验经济演进。体验经济是一种人性化的经济，以顾客为主体来审视体验价值链将有利于企业从价值创造角度对自身进行准确定位。在企业经营的各环节不断发掘出产品与服务的独特体验成分，可以强化企业独特的核心能力和市场竞争优势。 于是，在体验经济的背景下，笔者尝试着提出旅游体验管理这一全新管理视角和竞争优势发展战略，以体验价值链、服务价值链和三维忠诚链为理论基础，结合旅游企业的经营特点和现实发展，构建了旅游体验管理战略模型。该模型以实现体验价值和体验价值承诺为基准，结合自身内外部资源优势，在对旅游者体验期望的分析的基础上创造性地设计旅游体验，通过服务接触管理策略、内部营销策略、沟通策略、体验营销策略以及旅游服务创新策略的整合实施，实现体验承诺，传递旅游体验，满足旅游者的体验需求的同时使内部员工实现自我价值最大化、投资者获得投资效益最大化、企业实现综合效益最大化，最终企业赢得顾客忠诚、员工忠诚、投资者忠诚，进而巩固和扩大自身的核心竞争力，获得持续的竞争优势。 最后本文展望了旅游体验管理在我国旅游企业的应用前景，并提出保障策略以促进旅游体验管理的顺利引进和实施。
英文摘要：	Following the customers’ demands leaping from the material aspect to spiritual aspect constantly, the economic shape of human society is being evolving form service economy from experience economy. Experience economy is a kind of humanistic economy, then to view the experience value chain on the premise of thinking the customer as the subject will help the enterprise to exactly position itself from the viewpoint of value creation. Through exploiting the distinctive experience resource and constituents of the produce and service, the enterprises can strengthen their unique core competence and market competitive advantage. Under the background of experience economy, the author attempts to bring forth the Tourist Experience Management, which is proposed as a new management viewpoint and the competitive advantage developing strategy adapted for the tourism enterprise. Then Tourist Experience Management Strategy Model is constructed on the theory basis of experience value chain, service value chain and three-dimensional loyalty chain. This model is composed of five tactics, which are service contact management tactic, internal marketing tactic, communication tactic, tourist experience marketing tactic and tourism service innovation tactic. The operation of this model can delivery tourist experience successfully and meet the tourist’s experience demand effectively, meanwhile, it can benefit a great deal such as the self-value of the employees, the investment of the investors and the integrated benefit of the tourism enterprise. The tourism enterprises can obtain the customer loyalty, employee loyalty and investor loyalty, and then strengthen and expand their core competence to acquire sustained competitive advantage. In the end of this thesis, the future of tourist experience managements’ application in the tourism enterprises of China is analyzed, and then the suggestions are given.
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