【作者】 刘艳红；

【导师】 揭筱纹；

【作者基本信息】 四川大学 ， 旅游管理， 2023， 博士

【摘要】 导游是旅游业的重要组成部分,导游服务品质是旅游业高质量发展的重要保障。近年来,随着消费升级、旅游业竞争加剧以及互联网技术发展,市场对于导游服务的品质和体验提出了更高的要求,如个性化、特色化、分散化和自助性等。传统导游行业的运营模式已无法满足新的市场需求,基于线上旅游平台的网约导游应运而生。网约导游模式不是传统导游由线下向线上的简单迁移,它颠覆了传统导游行业的运营模式、利益分配模式,成为旅游市场供给的新趋势。然而,目前这种新兴的网约导游模式尚处于探索阶段。截止2023年10月,全国注册导游64.31万人,网约导游数量不足10万人,仍有大量的导游处于观望状态。网约导游作为导游平台的业务提供主体,顺利入驻并使用平台是网约导游新模式良性运转的必备条件。那么,如何吸引更多优质导游入驻并有效使用网约导游平台是亟待解决的问题。然而,目前学术界关于导游职业研究仍聚焦于旧体制下的导游问题,互联网平台新模式下的网约导游研究鲜少涉及;在为数不多的网约导游平台的多边研究中,又大都聚焦在平台建设和游客需求方的双边研究,忽略了对基于个体的导游供给方行为研究。因此,网约导游的平台入驻行为和参与路径的研究问题值得学术界深入探究。本研究以国内“网约导游”为研究对象,结合平台理论、动机-行为理论和UTAUT模型,通过质化和量化相结合的方法探讨了网约导游的表层刻画、入驻平台行为模型以及入驻后平台参与行为的多阶段路径。首先,本文采用文献研究法,对网约导游的概念进行界定;采用档案研究、深度访谈、内容分析研究方法,探索网约导游产生动因;总结比较了网约导游和旧体制导游的运营模式差异、盈利模式差异和角色职能差异,形成了对网约导游现象的表层刻画。其次,本文采用档案研究、深度访谈、扎根理论研究方法探索了网约导游的平台入驻行为影响因素,由于质化研究的局限性,本文通过量化研究对这些结论进一步证明。然后,本文结合相关文献等质化研究结论,发展假设、构建网约导游的平台入驻行为模型;采用问卷调查法、SPSS和AMOS数量统计软件,对模型进行验证。最后,在前述研究的基础上,本文进一步拓展研究边界,采用档案研究、深度访谈、扎根理论研究方法探索网约导游入驻后平台参与的多阶段路径,为平台和网约导游的良性互动和价值共创提供意见,以促进导游行业的高质量发展。本文得出以下结论:第一,对“网约导游”的概念进行界定,将其定义为具有导游经营资质,在互联网平台注册,以创业、加盟等方式经营导游业务,在线与潜在游客协商、确认、成交定制的旅游行程,为游客提供讲解及相关旅游服务,在游程结束后依据游客在线评价后获取平台拨付团款的工作人员;第二,政府推动、市场驱动和技术支撑是网约导游产生的主要动因;第三,网约导游和旧体制导游的差异主要体现在运营模式差异、盈利模式差异和角色职能差异;第四,努力期望、绩效期望、个体创新、授权赋能正向影响导游入驻网约导游平台的意愿,进而正向影响其入驻行为;而便利条件则直接正向影响导游入驻网约导游平台行为;第五,网约导游入驻网约导游平台后会经历导入期、成长期、成熟期三个阶段的平台参与路径。本文的创新点体现在以下三个方面:(1)将动机-行为理论引入网约导游研究,探索网约导游入驻平台行为的影响因素和作用机制,弥补网约服务平台服务提供者研究的缺位问题。现有导游相关研究主要关注旧导游体制下导游职业问题,鲜少涉及互联网平台新模式下的网约导游研究。由于网约导游与传统导游模式存在较大差异,且网约导游作为导游自由执业改革新趋势,值得作为一个独立研究专题进行探索性研究。本文聚焦于网约导游,将动机-行为理论引入网约导游研究,探索网约导游入驻平台行为的影响因素和作用机制,弥补网约导游研究的缺位问题。(2)突破以往以平台理论为核心的分析框架,构建更为全面的网约导游入驻平台与参与路径的理论分析模型。在网约导游平台的研究中,研究者多聚焦于平台建设和游客需求方的双边研究,基于个体的导游供应者研究被忽视。本文突破以平台理论为核心的分析框架,从网约导游平台供给侧视角开展研究,采用质化与量化相结合的方式,完成对“网约导游”的平台入驻行为机制与参与路径进行研究,不但为学术界深化理解网约导游参与平台的行为机制提供理论参考,也弥补了以往研究“重现象描述、轻机制探究”的不足。(3)对“网约导游”进行表层刻画,为后续深度理论研究奠定基础;探索网约导游入驻平台行为机制与参与路径,给予“网约导游”平台行为机制以新的、完整的理论解释。目前学术界关于网约导游的理论研究处于空白阶段。本文通过对“网约导游”现象的全面刻画,完成“网约导游”从现象到概念的过渡,为后续深度理论研究奠定基础。在此基础上构建并验证了网约导游入驻平台行为的实证模型、形成网约导游入驻平台后参与平台经济的多阶段路径,为“网约导游”平台行为机制提供新的、完整的理论解释。更多还原

【Abstract】 Tour guides are an important part of the tourism industry,and the quality of their services is essential to ensure high-quality development in the tourism industry.In recent years,with the upgrading of consumer demands,increasing competition in the tourism industry,and the development of internet technology,there is a higher requirement for the quality and experience of tour guide services.Personalization,specialization,decentralization,and self-service are some of the new demands from the market.The traditional operating model of tour guide industry can no longer meet these new market demands,which has led to the emergence of online tour guide platforms.The online tour guide model is not a simple migration from offline to online for traditional tour guides.It has disrupted the traditional operating and profit distribution models of the tour guide industry and has become a new trend in the tourism market.However,the current emerging online tour guide model is still in the exploratory stage.As of October 2023,there are 643,100 registered tour guides nationwide,with less than 100,000 of them being online tour guides.Many tour guides are still in a wait-and-see state.As the main service providers on the tour guide platforms,it is essential for online tour guides to successfully join and utilize these platforms for the healthy operation of the new model.Therefore,how to attract more high-quality tour guides to join and effectively use online tour guide platforms is an urgent issue that needs to be addressed.However,the current academic research on the tour guide profession still focuses on the issues of traditional tour guides under the old system,and there is limited research on the online tour guide model under internet platforms.Among the few studies on online tour guide platforms,most of them focus on the dual research of platform development and tourist demand,neglecting the research on individual tour guides as the supply side.Therefore,the research on the platform entry behavior and participation paths of online tour guides is a topic worthy of in-depth exploration in the academic field.This thesis focuses on the domestic“online tour guides”as the research object.By combining platform theory,motivation-behavior theory,and the UTAUT model,it explores the surface characterization of online tour guides,their patterns of joining platforms,and the multi-stage path of platform participation after joining.Firstly,this study defines the concept of online tour guides through literature review.It explores the reasons for the emergence of online tour guides through archival data,in-depth interviews,and content analysis methods.It summarizes and compares the differences in operating models,profit models,and role functions between online tour guides and traditional tour guides,forming a surface characterization of the online tour guide phenomenon.Secondly,this study explores the factors influencing the behavior of online tour guides in joining platforms through archival data,in-depth interviews,and grounded theory research methods.Due to the limitations of qualitative research,this study further validates these conclusions through quantitative research.Then,based on relevant literature and qualitative research conclusions,this study develops hypotheses and constructs a theoretical model of online tour guides’behavior in joining platforms.The model is validated through questionnaire surveys and statistical software such as SPSS and AMOS.Finally,based on the aforementioned research,this study further expands the research boundaries by using archival data,in-depth interviews,and grounded theory research methods to explore the multi-stage path of platform participation for online tour guides after joining the platforms.This thesis provides suggestions for the benign interaction and value co-creation between platforms and online tour guides,promoting the high-quality development of the tour guide industry.This thesis concludes with the following points:Firstly,this thesis defines the concept of“online tour guides”as those who possess tour guide operating qualification,registered on internet platforms,conduct tour guide business through entrepreneurial activities or franchising,negotiate,confirm,and customize travel itineraries online with potential tourists,provide interpretation and related tourism services,and receive platform payment after the itinerary based on online evaluations from tourists.Secondly,the main motivations for the emergence of online tour guides are“government promotion,market drive,and technological support”.Thirdly,the differences between online tour guides and traditional tour guides are mainly reflected in the differences in operating models,profit models,and role functions.Fourthly,efforts and performance expectations,individual innovation,and authorized empowerment positively influence the willingness of tour guides to join online tour guide platforms and subsequently affect their behavior in joining.In addition,convenience conditions directly positively influence the behavior of tour guides in joining online tour guide platforms.Fifthly,after joining online tour guide platforms,tour guides go through three stages of platform participation:an introduction period,a growth period,and a maturity period.The innovation of this thesis is reflected in the following three aspects:(1)By introducing the motivation-behavior theory into the study of online tour guides,this research explores the influencing factors and mechanisms of online tour guides’behavior on platform participation,addressing the lack of research on service providers in the context of online service platforms.Existing studies on tour guides mainly focus on issues related to the traditional tour guide system and rarely touch on the research of online tour guides under the new model of internet platforms.Given the significant differences between online tour guides and traditional tour guide models and the emergence of online tour guides as a new trend in the reform of tour guide practices,it is worth conducting exploratory research as an independent topic.This thesis focuses on online tour guides,introduces the motivation-behavior theory into the research of online tour guides,and explores the influencing factors and mechanisms of their behavior on platform participation,thus filling the research gap in the field of online tour guides.(2)This thesis breaks away from the previous analysis frameworks centered on platform theory and constructs a more comprehensive theoretical analysis model for the entry and participation of online tour guides on platforms.In the study of online tour guide platforms,researchers have mostly focused on platform development and bilateral studies involving tourist demand,while neglecting the individual tour guides as suppliers.This thesis breaks away from the analysis framework centered on platform theory,adopts a supply-side perspective of online tour guide platforms,and combines qualitative and quantitative methods to conduct research on the mechanisms and paths of platform entry and participation by online tour guides.This thesis not only provides theoretical references for a deeper understanding of the behavioral mechanisms of online tour guides’participation on platforms but also addresses the previous research limitation of focusing more on phenomenon description and less on mechanism exploration.(3)This thesis provides a surface characterization of“online tour guides”to lay the groundwork for subsequent in-depth theoretical research.It explores the mechanisms and paths of online tour guides’behavior on platform participation,providing a new and comprehensive theoretical explanation for the platform behavior of“online tour guides”.Currently,there is a lack of theoretical research on online tour guides in the academic field.This thesis transitions from a comprehensive characterization of the“online tour guide”phenomenon to the conceptualization of“online tour guide”,laying the foundation for subsequent in-depth theoretical research.Based on this,an empirical model for the behavior of online tour guides on platform participation is constructed and validated,and a multi-stage path for their participation in the platform economy after joining the platform is formed,providing a new and comprehensive theoretical explanation for the platform behavior of“online tour guides”.更多还原