城市旅游营销的绩效评价理论与方法研究
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摘要
当前旅游业蓬勃发展,旅游业的竞争也日益加剧。出于提升区域旅游产业、发挥规模经济和范围经济的考虑,大多数国家与地区都投入了公共资金开展旅游营销。然而,目前对这种城市旅游营销的绩效评价研究却相当缺乏,不利于充分发挥公共资金的效用和经济有效地推动区域旅游产业发展。为完善城市旅游营销的组织控制体系,需要对城市旅游营销绩效的评价理论与方法进行研究。
在对前人所做的在旅游营销绩效评价、企业市场营销绩效评价、游客满意度测评、旅游服务质量测评等方面的研究和各种评价理论与方法的基础上,主要进行了以下的创新性研究:
首先,提出了面向复杂系统的全程绩效评价体系,并将该评价体系应用到城市旅游营销绩效评价中。在第2章中提出了该评价体系的四个方面:预期评价、运作评价、综合评价和全息评价;分析了各方面评价所依托的理论:系统演化理论、整合理论、一般系统理论和全息理论;讨论了各方面评价可采用的评价方法。最后分析了把全程绩效评价体系应用到城市旅游营销绩效评价中的适宜性和应用思路。
其次,研究了城市旅游营销绩效的预期评价。分析了预期评价的必要性和价值;论证了运用系统动力学方法进行预期评价的适宜性;构建了城市旅游营销绩效预期评价的SD模型;结合实证城市数据,对本地游客市场、老客源地游客市场和新客源地游客市场进行了仿真分析,预测了相应游客市场的营销绩效。
第三,研究了城市旅游营销绩效的运作评价。构建了城市旅游供应链模型,以此来衡量城市旅游营销的运作绩效;论证了城市旅游供应链系统的整合性和耗散性;设计了城市旅游供应链整合熵流运作评价指标体系;创新地提出了城市旅游供应链运作绩效整合熵流评价方法,并结合实证城市数据进行了整合熵流评价。
第四,研究了城市旅游营销绩效的综合评价。分析了开展城市旅游营销绩效综合评价的必要性;本着经济效益与社会效益相结合、竞争性与公益性相结合、定量指标与定性指标相结合、累积型的旅游营销资产与当期绩效产出相结合、当前绩效与可持续发展相结合的设计思想,设计了城市旅游营销绩效综合评价指标体系;给出了各指标含义及测定方法;在比较各种综合评价方法基础上,选择模糊综合评价方法,基于实证城市数据对城市旅游营销绩效进行了模糊综合评价。
第五,研究了城市旅游营销绩效的全息评价。从游客认知特点、游客认知方式和城市旅游营销绩效评价中的全息性三个方面论证了全息评价在城市旅游营销绩效评价中的适用性;给出了城市旅游营销绩效全息评价指标和数据处理思路;深化了全息认知理论,将全息认知分为部分全息、个体全息和历史全息三个阶段,据此给出了全息评价方法。
第六,研究了城市旅游营销绩效评价的实证分析与绩效改进。分析了第3章至第6章分别进行的预期评价、运作评价、综合评价和全息评价获得的绩效;基于绩效分析,提出了预期绩效、运作绩效、综合绩效和全息绩效的改进思路,分别是战略调整各客源地游客分布、依据整合理论进行改进、重组城市旅游的STP和4C、开发游客后续价值;基于绩效改进思路,创新地提出了预期绩效、运作绩效、综合绩效和全息绩效的改进策略,分别是基于客源地的旅游地生命周期营销策略、面向潜在旅游者的网上竞价交易模式、结合城市营销的旅游营销、游客营销。
这套面向复杂系统的全程绩效评价体系不仅在城市旅游营销绩效评价中得到较好的应用,而且还可以运用到其它领域系统的评价中,为系统绩效的改进提供宏观、中观和微观角度和前期、中期和后期的改进思路。
With the development of tourism, the competition becomes fierce. In order to promote the development of regional tourism industry, achieve scale economy and scope economy, most of countries and regions develop tourism marketing with public fund. However, studies on performance evaluation in city tourism marketing are not enough, and it isn't helpful to achieve full effectiveness of public fund and drive the development of regional tourism industry with economically and effectively. It's necessary to study on theories and methods of performance evaluation in city tourism marketing for perfecting control system of city tourism marketing.
Based on previous studies on performance evaluation of tourism marketing and enterprise marketing, evaluation of tourist satisfaction degree and tourism service quality, and various theories and methods of evaluation, the main innovative research is summarized as follow:
Firstly, the evaluation system of whole processing performance for complex system is put forward and applied to performance evaluation of city tourism marketing. The evaluation system includes four aspects: prospective evaluation, merger evaluation, comprehensive evaluation and holographic evaluation, and then system evolvement theory, merger theory, commonly system theory and holographic theory that every evaluation relies on are analyzed. In addition, evaluation methods about every evaluation are discussed. At last, the suitability and application idea of the evaluation system of whole processing performance in performance evaluation of city tourism marketing is put up.
Secondly, the prospective evaluation on city tourism marketing performance is studied. The necessity and value of prospective evaluation is analyzed, and the suitability of system dynamic method is discussed, and then the SD model of prospective evaluation performance is build. With the data of demonstration city, the simulation analysis of the local tourists, old tourist origin tourists and new tourist origin tourists is executed, and every market performance is forecasted.
Thirdly, the operational evaluation on city tourism marketing performance is studied. The supply chain model of city tourism is introduced, and the merger character and dissipation character in the supply chain is analyzed. Based on merger theory, management entropy is used to construct the operational performance index system of city tourism supply chain, and the evaluation method of merger entropy flow is bring forward. With the data of demonstration city, merger entropy flow evaluation is executed.
Fourthly, the comprehensive evaluation on city tourism marketing performance is studied. The necessity of comprehensive evaluation is analyzed. Based on the principles of combination with economy benefit and social benefit, rivalrousness and commonweal, quantitative indexes and qualitative indexes, cumulate tourism asset and current market performance, current performance and sustainable development, the performance index system of city tourism marketing is constructed, and the meanings and measure methods of indexes is presented. Compare with various comprehensive evaluation methods, fuzzy comprehensive evaluation method is used for evaluating city tourism marketing performance with the data of demonstration city.
Fifthly, the holographic evaluation on city tourism marketing performance is studied. The applicability of holographic evaluation in performance evaluation of city tourism marketing is demonstrated by tourist cognitive character, tourist cognitive mode and holographic characteristics in city tourism marketing. The performance evaluation index system and data processing method is presented. Deepen holographic cognitive theory with dividing holographic cognition into part holography, individual holography and history holography, and put forward holographic evaluation method, and then evaluating city tourism marketing performance with the data of demonstration city.
Sixthly, the demonstration and performance improvement about city tourism marketing performance evaluation is studied. The performance obtained from prospective evaluation, merger evaluation, comprehensive evaluation and holographic evaluation are analyzed, and the improvement strategies and improvement tactics of prospective performance, merger performance, comprehensive performance and holographic performance are put forward.
The evaluation system of whole processing performance for complex system can be not only applied well to performance evaluation of city tourism marketing, but also can be used in other complex system. It can provide the thoughts of performance improvement from macro-view, medium-view and micro-view, and from the view of before decision, in operation and results analysis.
在对前人所做的在旅游营销绩效评价、企业市场营销绩效评价、游客满意度测评、旅游服务质量测评等方面的研究和各种评价理论与方法的基础上,主要进行了以下的创新性研究:
首先,提出了面向复杂系统的全程绩效评价体系,并将该评价体系应用到城市旅游营销绩效评价中。在第2章中提出了该评价体系的四个方面:预期评价、运作评价、综合评价和全息评价;分析了各方面评价所依托的理论:系统演化理论、整合理论、一般系统理论和全息理论;讨论了各方面评价可采用的评价方法。最后分析了把全程绩效评价体系应用到城市旅游营销绩效评价中的适宜性和应用思路。
其次,研究了城市旅游营销绩效的预期评价。分析了预期评价的必要性和价值;论证了运用系统动力学方法进行预期评价的适宜性;构建了城市旅游营销绩效预期评价的SD模型;结合实证城市数据,对本地游客市场、老客源地游客市场和新客源地游客市场进行了仿真分析,预测了相应游客市场的营销绩效。
第三,研究了城市旅游营销绩效的运作评价。构建了城市旅游供应链模型,以此来衡量城市旅游营销的运作绩效;论证了城市旅游供应链系统的整合性和耗散性;设计了城市旅游供应链整合熵流运作评价指标体系;创新地提出了城市旅游供应链运作绩效整合熵流评价方法,并结合实证城市数据进行了整合熵流评价。
第四,研究了城市旅游营销绩效的综合评价。分析了开展城市旅游营销绩效综合评价的必要性;本着经济效益与社会效益相结合、竞争性与公益性相结合、定量指标与定性指标相结合、累积型的旅游营销资产与当期绩效产出相结合、当前绩效与可持续发展相结合的设计思想,设计了城市旅游营销绩效综合评价指标体系;给出了各指标含义及测定方法;在比较各种综合评价方法基础上,选择模糊综合评价方法,基于实证城市数据对城市旅游营销绩效进行了模糊综合评价。
第五,研究了城市旅游营销绩效的全息评价。从游客认知特点、游客认知方式和城市旅游营销绩效评价中的全息性三个方面论证了全息评价在城市旅游营销绩效评价中的适用性;给出了城市旅游营销绩效全息评价指标和数据处理思路;深化了全息认知理论,将全息认知分为部分全息、个体全息和历史全息三个阶段,据此给出了全息评价方法。
第六,研究了城市旅游营销绩效评价的实证分析与绩效改进。分析了第3章至第6章分别进行的预期评价、运作评价、综合评价和全息评价获得的绩效;基于绩效分析,提出了预期绩效、运作绩效、综合绩效和全息绩效的改进思路,分别是战略调整各客源地游客分布、依据整合理论进行改进、重组城市旅游的STP和4C、开发游客后续价值;基于绩效改进思路,创新地提出了预期绩效、运作绩效、综合绩效和全息绩效的改进策略,分别是基于客源地的旅游地生命周期营销策略、面向潜在旅游者的网上竞价交易模式、结合城市营销的旅游营销、游客营销。
这套面向复杂系统的全程绩效评价体系不仅在城市旅游营销绩效评价中得到较好的应用,而且还可以运用到其它领域系统的评价中,为系统绩效的改进提供宏观、中观和微观角度和前期、中期和后期的改进思路。
With the development of tourism, the competition becomes fierce. In order to promote the development of regional tourism industry, achieve scale economy and scope economy, most of countries and regions develop tourism marketing with public fund. However, studies on performance evaluation in city tourism marketing are not enough, and it isn't helpful to achieve full effectiveness of public fund and drive the development of regional tourism industry with economically and effectively. It's necessary to study on theories and methods of performance evaluation in city tourism marketing for perfecting control system of city tourism marketing.
Based on previous studies on performance evaluation of tourism marketing and enterprise marketing, evaluation of tourist satisfaction degree and tourism service quality, and various theories and methods of evaluation, the main innovative research is summarized as follow:
Firstly, the evaluation system of whole processing performance for complex system is put forward and applied to performance evaluation of city tourism marketing. The evaluation system includes four aspects: prospective evaluation, merger evaluation, comprehensive evaluation and holographic evaluation, and then system evolvement theory, merger theory, commonly system theory and holographic theory that every evaluation relies on are analyzed. In addition, evaluation methods about every evaluation are discussed. At last, the suitability and application idea of the evaluation system of whole processing performance in performance evaluation of city tourism marketing is put up.
Secondly, the prospective evaluation on city tourism marketing performance is studied. The necessity and value of prospective evaluation is analyzed, and the suitability of system dynamic method is discussed, and then the SD model of prospective evaluation performance is build. With the data of demonstration city, the simulation analysis of the local tourists, old tourist origin tourists and new tourist origin tourists is executed, and every market performance is forecasted.
Thirdly, the operational evaluation on city tourism marketing performance is studied. The supply chain model of city tourism is introduced, and the merger character and dissipation character in the supply chain is analyzed. Based on merger theory, management entropy is used to construct the operational performance index system of city tourism supply chain, and the evaluation method of merger entropy flow is bring forward. With the data of demonstration city, merger entropy flow evaluation is executed.
Fourthly, the comprehensive evaluation on city tourism marketing performance is studied. The necessity of comprehensive evaluation is analyzed. Based on the principles of combination with economy benefit and social benefit, rivalrousness and commonweal, quantitative indexes and qualitative indexes, cumulate tourism asset and current market performance, current performance and sustainable development, the performance index system of city tourism marketing is constructed, and the meanings and measure methods of indexes is presented. Compare with various comprehensive evaluation methods, fuzzy comprehensive evaluation method is used for evaluating city tourism marketing performance with the data of demonstration city.
Fifthly, the holographic evaluation on city tourism marketing performance is studied. The applicability of holographic evaluation in performance evaluation of city tourism marketing is demonstrated by tourist cognitive character, tourist cognitive mode and holographic characteristics in city tourism marketing. The performance evaluation index system and data processing method is presented. Deepen holographic cognitive theory with dividing holographic cognition into part holography, individual holography and history holography, and put forward holographic evaluation method, and then evaluating city tourism marketing performance with the data of demonstration city.
Sixthly, the demonstration and performance improvement about city tourism marketing performance evaluation is studied. The performance obtained from prospective evaluation, merger evaluation, comprehensive evaluation and holographic evaluation are analyzed, and the improvement strategies and improvement tactics of prospective performance, merger performance, comprehensive performance and holographic performance are put forward.
The evaluation system of whole processing performance for complex system can be not only applied well to performance evaluation of city tourism marketing, but also can be used in other complex system. It can provide the thoughts of performance improvement from macro-view, medium-view and micro-view, and from the view of before decision, in operation and results analysis.
引文
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