| 摘要: |
| ［目的］通过充分发挥移动互联时代消费者对于价值链、创新链、产业链构建的作用，实现价值共创视角下乡村旅游价值链的重构，解决乡村旅游产业中消费者需求和产业供给不平衡不充分之间的矛盾，推动乡村旅游高效、有序、协调、综合发展。［方法］基于价值共创理论，通过文献研究法和系统论方法，探索性重构乡村旅游价值链。［结果］（1）价值共创引导下的乡村旅游价值链是由基本价值活动、辅助价值活动和价值共创活动共同组成，通过虚拟价值链和传统价值链的互动与融合，实现乡村旅游价值链的新价值创造。（2）价值共创活动是以虚拟价值链为基本特征，以“产消者”创新社区为表现形式，依托移动互联网时代的先进技术，创新性赋予旅游者产品生产者和旅游消费者的“产消者”双重属性，通过将消费者从传统价值链的幕后拉向幕前，实现乡村旅游价值链重构和价值增值。［结论］价值共创引导的乡村旅游价值链需要依托平台思维、共享思维和创新思维进行建设，以消费者需求为导向形成的价值链的开放和互动对于实现乡村旅游供给侧结构性改革具有重大意义。 |
| 关键词: 乡村振兴乡村旅游价值共创价值链重构 |
| DOI： |
| 分类号:F590 |
| 基金项目:2019年度教育部人文社会科学研究规划基金项目“外来经营者投资乡村民宿的风险与制度保障研究”（19YJA630088） |
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| RECONSTRUCTION OF RURAL TOURISM VALUE CHAIN LEADED BY VALUE CO CREATION |
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Wu Lin, Wu Wenzhi, Feng Xuegang
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Faculty of Economics and Management，East China Normal University，Shanghai 200241，China
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| Abstract: |
| In the era of mobile internet, consumers are playing a more and more important role in every link of the value chain and innovation chain, industrial chain. Studying how to reconstitute rural tourism in the perspective of value co creation would be conductive to solve the imbalanced contradiction between consumers′ demand and industry supply, which is of great practical significance of an efficient, well organized, harmonious and comprehensive development of rural tourism. Based on the theory of value co creation, the study attempted to reconstruct a value chain of rural tourism through literature research theory and systematic approach. The study found that the value chain of rural tourism leaded by value co creation can be divided into three dimensions: basic value activity, auxiliary value activity and value co creation activity. Among the above activities, by interacting and fusing the traditional value chain and virtual value chain, the value co creation activity realized the new value creation of rural tourism. Value co creation activities were characterized by virtual value chains, innovative communities of "producers and consumers", relying on advanced technology in the mobile Internet era, and innovatively endowing tourists with dual attributes of "producers and consumers", by pulling the consumers from backstage to foreground of traditional value chain, so as to reconstruct the value chain of rural tourism and increase its value.The value chain of rural tourism guided by value co creation needs to be constructed through platform thinking, sharing thinking and innovative thinking, and the opening and interaction of value chain oriented by consumer demand play an important role in realizing rural supply side structural reform. |
| Key words: rural revitalization rural tourism value co creation value chain reconstruction |
