媒体朝圣与网红旅游目的地的形成机制——基于淄博和哈尔滨的扎根理论分析被引量：8

Formation Mechanism of Media Pilgrimage and Internet Celebrity Tourist Destinations:Based on the Grounded Theory Analysis of Zibo and Harbin

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摘要文章综合使用双案例研究和扎根理论方法对淄博和哈尔滨进行探索式理论建构,发现:第一,淄博作为一个老工业城市,其旅游资源相对匮乏,构建旅游品牌相对困难,此次走红完全是游客在社交媒体自发传播的产物,属于自发型走红,具有很大的偶然性。第二,哈尔滨旅游资源丰富且具有一定的旅游发展基础,当地相关部门凭借资源优势,主动策划并提前准备预热,属于“设计型+自发型”走红。第三,网红旅游目的地作为信息传播、文化表达和消费趋势的交汇点,其走红初期必然遵循“自组织”或“建构型”的流量撬动模式。然而随着旅游目的地的出圈以及游客群体的不断增长,初期以旅游者或目的地参与主体的单方流量撬动型不足以维系网红旅游目的地的生命力。相反,旅游者和目的地参与主体双方共同在媒介空间中进行“多向度、发散式”的互动传播才是旅游目的地持续走红的关键。 This paper uses the double case study and grounded theory method to construct exploratory theories in Zibo and Harbin,and finds that:first,as an old industrial city,Zibo has relatively scarce tourism resources and is relatively difficult to build a tourism brand.Second,Harbin is rich in tourism resources and has a certain foundation for tourism development,and the relevant local departments take the advantage of their resources,plan and prepare for warm-up in advance,which belongs to the“design type+spontaneous type”and becomes popular.Third,as the intersection of information dissemination,cultural expression and consumption trends,online celebrity tourism destinations will inevitably follow a“self-organizing”or“constructive”traffic leveraging model in the early stage of their popularity.However,with the emergence of tourist destinations and the continuous growth of tourist groups,the unilateral traffic leverage of tourists or destination participants in the initial stage is not enough to maintain the vitality of online celebrity tourism destinations.On the contrary,the key to the continuous popularity of tourist destinations is that tourists and destination participants jointly carry out“multi-directional and divergent”interactive communication in the media space.

作者赵书虹孔营营 ZHAO Shuhong;KONG Yingying(School of Business Administration and Tourism Management,Yunnan University,Kunming 650091,China)

机构地区云南大学工商管理与旅游管理学院

出处《商业经济与管理》 CSSCI 北大核心 2024年第8期63-74,共12页 Journal of Business Economics

基金云南省省级本科教育改革研究项目“课程思政与旅游管理类专业一流课程协同建设研究”(JG2023104) 云南省发展和改革委员会“云南省‘十五五’时期文旅产业量效转换与质效提升研究”(YNZC2024-G3-00895-YNLB-0079) 云南省省级专业学位研究生教学案例库建设项目“基于价值共享的《营销管理》教学案例库” 云南省研究生导师团队建设项目“产业需求导向下的高级旅游管理人才培养导师团队” 云南大学推荐免试研究生科研创新基金项目“多元主体网络身份赋能乡村旅游品牌:机理、困境与破解”(TM-23236962)。

关键词媒体朝圣网红旅游目的地形成机制扎根理论 media pilgrimage Internet celebrity tourist destinations formation mechanism grounded theory

分类号 F592.3 [经济管理—旅游管理]

作者简介赵书虹,女,教授,博士生导师,经济学博士,主要从事旅游目的地管理研究;通讯作者:孔营营,女,博士研究生,主要从事旅游目的地管理研究。