新常态时代的混合式精神旅游

I. G. Sutarya
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引用次数: 0

摘要

目的 2022 年,在新常态时代,到巴厘岛旅游的游客人数开始增加。尽管精神旅游在吸引外国游客方面表现乐观,但大多数游客来自澳大利亚等周边国家,这表明新时期的游客访问时间短暂。要维持精神旅游倡导者的收入,就有可能克服短暂访问的问题。因此,本研究旨在分析 2022 年数字化精神旅游活动的合作情况。通过文献研究、观察和深入访谈收集数据,以确定灵性旅游混合业务。结果表明,灵性旅游数字化在营销和产品方面建立了一种on-off混合方式,从而形成了一种特征理论。这种on-off混合法为游客提供了直接参观的体验感。因此,数字化通过混合产品的营销和服务,构建了精神旅游在新常态时代的韧性。设计/方法/途径口碑营销习惯、直接产品服务与数字化趋势之间的差距造成了适应问题,而这些问题的解决需要时间。这些问题为打造营销和精神旅游产品做出了实际贡献。理论贡献在于建立整合营销和精神旅游数字产品概念。本研究采用了定性研究方法,因为灵性旅游的人群非常有限。因此,需要通过经验丰富、知识渊博的信息提供者进行探索。文献研究、观察和深入访谈被用来收集数据。文献研究法从书面资料(即书籍、文章和互联网资料)中收集数据。观察法通过分析非参与者,记录灵性旅游产品的各种营销活动和服务。研究结果表明,精神旅游的数字化在营销和产品方面构建了一种 "on-off hybrid "方法,从而形成了一种特征理论。这种ON-OFF混合方式为游客提供了直接参观的体验感。因此,数字化通过混合产品的营销和服务,构建了精神旅游在新常态时代的韧性。数字化产品分享知识,而直接参观产品则提供亲身体验。这些产品为精神旅游参与者提供了收入。然而,直接访问产品更强调传播收入,如酒店、餐馆和纪念品。这一发展提供了一个理论依据,即旅游产品的特点可以通过数字技术在服务提供商的场所和游客来源地享受到。因此,数字化改变了旅游产品特性的理论,使其不再必须由服务提供商享用(Yoeti,1991 年)。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
On-off hybrid spiritual tourism in the new normal era
PurposeIn 2022, the new normal era began to experience an increase in the number of tourists visiting Bali. Even though spiritual tourism was optimistic in attracting foreign visitors, most tourists come from nearby nations like Australia, indicating that the visits had a brief duration in this new era. To sustain the income of spiritual tourism advocates, it is possible to overcome the brief visit. Therefore, this study aims to analyze the collaboration of digitalized spiritual tourism activities in 2022. Data were collected through literature study, observation and in-depth interviews to determine the spiritual tourism hybrid business. The result showed that the digitalization of spiritual tourism builds an on-off hybrid method in marketing and products, thus developing a theory of the characteristics. This on-off hybrid provides a touch of experience for tourists to visit directly. Therefore, digitalization builds the resilience of spiritual tourism in the new normal era through marketing and service of hybrid products.Design/methodology/approachThe gap between word-of-mouth marketing habits, direct product service and the tendency to digitize creates adaptation problems that take time. These problems make a practical contribution to building marketing and spiritual tourism products. The theoretical contribution is to build integrated marketing and spiritual tourism digital product concepts. A qualitative research method was adopted because the population of spiritual tourism is very limited. Therefore, it needs to be explored through experienced and knowledgeable informants. Literature study, observation and in-depth interviews were used to collect data. The literature study technique collects data from written sources, namely books, articles and internet sources. Observations were made by analyzing non-participants by recording various marketing activities and services for spiritual tourism products. Additionally, in-depth interviews were conducted with informants about digitalization in the new normal era.FindingsThe result showed that the digitalization of spiritual tourism builds an on-off hybrid method in marketing and products, thus developing a theory of the characteristics. This on-off hybrid provides a touch of experience for tourists to visit directly. Therefore, digitalization builds the resilience of spiritual tourism in the new normal era through marketing and service of hybrid products.Originality/valueThe method has successfully built digital and direct visit products. Digital products share knowledge, while direct visit products serve to gain hands-on experience. These products provide income for spiritual tourism actors. However, direct visit products are more emphasized to spread income, such as hotels, restaurants and souvenirs. This development provides a theoretical implication that the characteristics of tourism products can be enjoyed at the service provider’s premises and the area of origin of tourists with digital technology. Therefore, digitalization has changed the theory of the characteristics of tourism products from having to be enjoyed by service providers (Yoeti, 1991).
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