摘要
与基于虚拟资本的虚拟经济不同,广义的旅游虚拟经济因网络信息技术兴起而产生。它是指网络时代的旅游业充分利用现代网络信息通讯技术,将旅游经济活动网络化、虚拟化、多样化、体验化,推动旅游产业经济形式创新。同时,顾客在旅游虚拟经济活动中的参与度较高,也对旅游虚拟经济的运营商提出了更高的体验诉求。研究发现顾客在旅游信息、人文关怀、沟通方式、购买过程和心理与情感方面的体验诉求非常突出。因此,建议通过设计完整的体验、实施定制化营销、优化安保机制、创新顾客关系管理和应用虚拟现实技术,满足游客的体验诉求。
Being different from virtual economy on the basis of virtual capital, the generalized tourism virtual economy has come into being with the development of informational technology. It means that the tourism industry makes full use of the informa- tional technology, which makes the tourism activity networking, virtual, diversified and experienced, promoting the innovation of the forms of tourism economy. Meanwhile, the high participation of customers in the tourism virtual economic activities puts for- ward more experienced requirements for companies. By analyzing, this paper finds out that the customers＇ experienced demands are obvious from the aspects of tourism information, humanistic care, communicating forms, buying process, mentality and emo- tion. Thus, the article proposes the advice to meet the demands by means of designing the holistic experience, customization mar- keting, optimizing safety mechanism, innovating customer relation management and applying the virtual reality technology.
出处
《旅游研究》
2012年第2期62-66,共5页
Tourism Research
关键词
网络时代
旅游虚拟经济
体验诉求
network era
tourism virtual economy
experience demand
