摘要
数字化转型已成为乡村民宿提质升级的关键路径,对民宿适应数字时代技术变革、提升民宿服务质量与效率、增强民宿市场竞争力具有深远意义。文章基于浙江省部分地区乡村民宿的案例调查,运用Gioia归纳式主题分析方法,分析乡村民宿数字化转型的影响因素及其作用机制。结果表明:(1)数字技术易用和数字技术有用等数字化转型推力,是民宿数字化转型的外部技术动力,技术易用促使民宿对技术有用的判断;而数字平台成本高和数字平台变现难等数字化转型阻力,则构成外部技术障碍,民宿在选择进行数字化转型时,是基于利弊权衡的理性考量。(2)除外部技术因素之外,民宿数字化转型还受游客需求响应和市场危机影响等民宿市场响应力的影响,这是其数字化转型的外部市场动力。(3)技术、市场等外部因素激励管理者提升数字化能力,如加强数字管理和推进数字营销等,成为民宿数字化转型的内部主体动力。(4)在数字化转型的过程中,数字人才需求和数字人才培训等人才支持力,以及期待数字化支持和给予数字化支持等政策支持力作为内外调节因素共同促进民宿数字化转型。研究结论增强了乡村民宿数字化转型影响因素的理论解释,不仅丰富了乡村民宿的理论成果,拓展了数字化转型的应用场景,而且为推动乡村民宿的数字化转型指明实践方向,有助于实现数字乡村及乡村振兴目标。
Digital transformation has emerged as a pivotal path for the upgrading of rural homestays,holding profound significance for homestays to adapt to technological changes in the digital era,enhance service quality and efficiency,and bolster their market competitiveness.Based on the case investigation of rural homestays in some areas of Zhejiang Province,this paper uses Gioia inductive topic analysis method to analyze the influencing factors and action mechanisms in the digital transformation of rural homestays.The results show that:(1)the impetus of digital transformation,such as ease of digital technology and usefulness of digital technology,is the external technological driving force of homestays’digital transformation.The ease of technology encourages homestays to judge the usefulness of technology.Digital transformation resistance,such as the high cost of digital platforms and the difficulty of monetizing digital platforms,constitutes external technical obstacles,and the choice of digital transformation is based on rational consideration of pros and cons.(2)In addition to external technical factors,homestays’digital transformation is also affected by the response of tourists’demand and the impact of market crisis,which is the external market driving force of the digital transformation.(3)External factors such as technology and market encourage managers to improve their digital capabilities,such as strengthening digital management capabilities and promoting digital marketing capabilities,which become the internal driving force for homestays’digital transformation.(4)In the process of digital transformation,the talent support force such as digital talent demand and digital talent training,as well as the policy support force such as expecting digital support and giving digital support as internal and external regulatory factors jointly promote homestays’digital transformation.The conclusions enhance the theoretical explanation of influencing factors of rural homestays’digital transformation,not only enrich the theoretical achievements of rural homestay and expand the application scenarios of digital transformation,but also provide the practical direction for promoting the digital transformation of rural homestay,and help realize the goal of digital countryside and rural revitalization.
作者
王彩彩
王松
郭振飞
Wang Caicai;Wang Song;Guo Zhenfei(School of Business,Tianjin University of Finance and Economics,Tianjin 300222,China)
出处
《中国生态旅游》
2025年第1期187-198,共12页
Journal of Chinese Ecotourism
基金
教育部人文社会科学研究青年基金项目(22YJC790119)。
关键词
乡村民宿
数字化转型
影响因素
作用机制
数字技术
数字乡村
乡村振兴
rural homestay
digital transformation
influencing factor
action mechanism
digital technology
digital village
rural revitalization
