旅游小企业成长路径及其驱动机制——以世界文化遗产地宏村为例

以世界文化遗产地宏村为例,借助企业成长理论,采用深度访谈和非参与观察等研究方法,探求遗产地旅游小企业成长路径及其驱动机制。宏村旅游小企业的创立、发展、退出是一个动态的过程。在企业家精神和市场需求双重因素作用下,社区居民利用民居开展经营,实现了身份转化和场所转变,创立了旅游小企业。发展过程中,受遗产保护限制和市场竞争压力,旅游小企业主群体分化,成长意愿不足的小企业主通过租售退出市场,推动新的小企业创立;具有成长意愿的旅游小企业通过模仿创新、代际传承、连锁扩张、抱团经营和品牌加盟等路径实现企业成长。研究发现,一体化、多元化、跟随、抱团等企业成长战略,以及家族企业的内部传承等共同构成了旅游小企业成长路径;同时,遗产保护、市场消费升级等旅游发展因素驱动了旅游小企业成长的循环更新。

The growth path and mechanism of small tourism businesses: Taking world cultural heritage site Hongcun as an example

Taking the world heritage site of Hongcun as an example, with the help of enterprise growth theory, in-depth interviews and non participation observation methods are applied to explore the growth path and driving mechanism of heritage site small tourism businesses. The creation, development and withdrawal of small tourism enterprises in Hongcun are a dynamic process. Under the dual factors of entrepreneurial spirit and market demand, community residents managed to make use of their dwellings to achieve identity transformation and place change, and established small tourism businesses. In the course of development, the limitation of heritage protection and the pressure of market competition make the differentiation of the main group of the small tourism enterprises. Small business owners who lack of growth will withdraw from the market by sublease, which will promote the creation of new small enterprises. Small tourism enterprises with growth will achieve enterprise growth through imitating innovation, intergenerational inheritance, chain expansion, cluster management and brand joining. The study found that integration, diversification, follow ups and corporate growth strategies together with the internal succession of family businesses constitute the growth path of small tourism businesses. At the same time, the tourism development factors such as the heritage protection and the market consumption upgrade have driven the circulation of the growth of the small tourism enterprises.