基于游客视角的红色旅游资源开发价值共创机制

以井冈山风景名胜区作为案例地,基于价值共创理论,运用大数据分析与内容分析方法,收集并分析马蜂窝网站上井冈山景区的游记文本,构建红色旅游资源开发的价值共创机制：以历史文化遗产、自然景观资源和标志性景观符号为资源基础,游客通过红色文化体验、学习培训活动、解说服务体验和自然景观体验等实践活动,获得对红色历史文化的认知、情感的联结和价值观的塑造。另外,红色旅游景区现有的价值共创实践仍旧有限,红色旅游资源开发价值共创机制整合了游客需求、景区支持以及可能存在的价值共创实践,对创新红色旅游资源开发利用手段与产业转型升级具有实践意义。

Research on the value co-creation mechanism of red tourism development from the perspective of tourists

Taking Jinggang Mountain Scenic Area as a case, this study collected and analyzed the travel notes of this scenic area from Mafengwo.com. We adopt big data analysis and qualitative text analysis methods and introduce the theory of value co-creation to explore the value co-creation mechanism of red tourism development from three dimensions (resources, practices and values). The results show that the value co-creation resources of red tourism scenic spots include historical and cultural heritages, natural landscape resources and iconic landscape symbols. Through practical activities including red culture experience, learning and training activities, and interpretation service experience, tourists gain knowledge of red history and culture, build an emotional connection with red culture and form the values of patriotism and identification with the country. This verifies the realization of the educational function of red tourism. On the other hand, the existing value co-creation practice of red tourist attractions is still limited. The value co-creation mechanism of red tourism development constructed in this study integrates the demand of tourists, the support service of scenic spots, and the possible value co-creation practice, which has practical significance for improving the participation of tourists and realizing the value co-creation of red tourist attractions.