旅游情境下跨区域特色菜营销路径研究——以西南游客在东北的锅包肉消费为例

Research on the Marketing Path of Cross-Regional Special Dishes in Tourism Context—A Case Study of Guobaorou Consumption by Southwest Tourists in Northeast China

摘要: 随着社会经济的迅速发展，人们的旅游需求越来越多元化。从之前对旅游的浅层体验进而转向深层次的品质追求，在这其中，美食成为大多数游客对目的地旅游的体验项目之一。本文针对西南游客在东北地区对其特色美食锅包肉的消费意愿进行统计与分析，选取西南地区三个代表省市(四川省，贵州省，重庆市)，157个被试对象进行发放调查问卷。运用fsQCA方法，探索影响产品推荐意愿的多元实现路径，分别选取五个条件变量与一个结果变量。研究发现：产品口味，产品价格，产品规格，产品包装，产品复购意愿均为影响产品推荐意愿的必要条件。研究提出3条实现产品高推荐意愿的发展路径组态，最后从口味、价格、规格、包装、复购意愿五个层次提出了相应营销策略的发展建议与规划。

Abstract: With the rapid development of the social economy, people’s tourism demands have become increasingly diversified. From the previous shallow experience of tourism to the deeper pursuit of quality, among which, food has become one of the experience items for most tourists in their destination tourism. This paper statistically analyzes the consumption willingness of Guobaorou, a special dish in Northeast China, among tourists from Southwest China. A total of 157 respondents from three representative provinces and municipalities in Southwest China (Sichuan Province, Guizhou Province, and Chongqing Municipality) were selected to distribute questionnaires. The fsQCA method was used to explore the multiple realization paths that affect the willingness to recommend the product, with five condition variables and one result variable selected. The research found that product taste, product price, product specification, product packaging, and product repurchase willingness are all necessary conditions that affect the willingness to recommend the product. The study proposed three development path configurations for achieving a high willingness to recommend the product, and finally put forward corresponding development suggestions and plans for marketing strategies from the five aspects of taste, price, specification, packaging, and repurchase willingness.