基于利益相关者理论视角下南京智慧旅游发展的探析

An Analysis of Smart Tourism Development in Nanjing from the Perspective of Stakeholder Theory

摘要: 在数字经济与文旅产业深度融合时期，智慧旅游成为城市提升文化软实力与旅游竞争力的关键抓手。作为国家首批智慧旅游试点城市，南京的智慧旅游发展实践既为国内同类城市提供了可借鉴的示范样本，也面临着转型深化阶段的独特挑战。本文以利益相关者理论为核心分析视角，对南京智慧旅游的发展现状展开系统性研判。研究表明，南京在智慧旅游基础设施建设、历史文化资源数字化转化及政策层面形成了显著竞争优势，已构建起涵盖政府、多元企业主体，含IT企业、旅游经营主体、互联网平台与游客等参与者的智慧旅游生态体系。但与此同时，该生态体系内部仍存在突出问题：技术应用与游客实际体验诉求存在偏差、线上线下服务协同机制不完善、多元主体间目标导向差异引发互动冲突，这些因素共同制约了智慧旅游综合效能的充分释放。基于上述研究发现，本文提出三大优化路径：构建“政府引导–市场驱动–社会参与”的多元协同治理机制、以游客全旅程体验为核心优化技术应用逻辑、创新文旅深度融合的智慧产品体系，以期推动南京智慧旅游实现从功能化建设向体验化深化、价值化共创的高质量转型，为国内历史文化名城的智慧旅游发展提供理论参考与实践借鉴。

Abstract: In an era characterized by the deep integration of the digital economy and the cultural tourism industry, smart tourism has become a key driver for cities to enhance their cultural soft power and tourism competitiveness. As one of the first pilot cities for smart tourism in China, Nanjing’s development practices offer a valuable model for similar cities, yet the city also faces unique challenges as it enters a stage of deepening transformation. Adopting stakeholder theory as the core analytical framework, this paper systematically examines the current state of smart tourism development in Nanjing. The study reveals that Nanjing has established significant competitive advantages in smart tourism infrastructure, the digitization of historical and cultural resources, and policy support. It has built a smart tourism ecosystem involving the government and diverse corporate entities—including IT firms, tourism operators, and internet platforms—alongside tourists. However, prominent issues persist within this ecosystem: a misalignment between technological applications and tourists’ actual experiential needs, imperfect coordination mechanisms between online and offline services, and interactive conflicts arising from divergent goals among stakeholders. These factors collectively constrain the full realization of smart tourism’s comprehensive effectiveness. Based on these findings, the paper proposes three optimization pathways: establishing a multi-party collaborative governance mechanism characterized by “government guidance, market drive, and social participation”; optimizing the logic of technology application by centering on the tourist’s end-to-end journey experience; and innovating a smart product system that deeply integrates culture and tourism. These measures aim to propel Nanjing’s smart tourism toward a high-quality transformation—shifting from functional infrastructure development to an experience-oriented and value-co-creation model—thereby providing theoretical and practical insights for the development of smart tourism in other historic and cultural cities across China.