| Tourism real estate is a comprehensive tourism and leisure space that integrates tourism,leisure,vacation and residence through mutual grafting and integration of tourism and real estate.Tourism real estate spans the real estate industry and the tourism industry,reflecting the characteristics of these two industries.The rapid development of the Internet has subverted the traditional industries in tourism real estate.After the market entered the era of stock,the property of real estate is no longer dominated by investment,and the property of goods is gradually weakened.The development mode of operation-oriented,resource integration and refined management has become the mainstream.Tourism has gradually become a normal way of life for people,and has been endowed with more connotations.Therefore,the operation mode of enterprises in tourism real estate has also become more complicated and changeable.The traditional business model of tourism real estate enterprises,which relies on its own resources to gain competitiveness,no longer meets the needs of market development and environmental changes.Enterprises need to rethink the upgrading of tourism real estate’s development concept and model,and think about how to gain a firm foothold in the increasingly competitive industries and maintain long-term competitive advantages,so as to maximize profits.Entering the stage of commercial transformation,tourism real estate enterprises need to innovate their business models in order to gain a competitive position.Under this background,the research on the business model of enterprises in tourism real estate has been paid more and more attention by academic circles,but the research on the business model of enterprises in tourism real estate is still in the initial exploration stage.On the basis of reviewing the relevant literature,this paper adopts the analysis method of grounded theory and establishes the connection between theory and practice from the practical case data.Three typical enterprises in tourism real estate-Anaya,Olunda Tribe and Julong Town-are selected as research cases.The data collection channels of case materials come from books,periodicals,online reports and enterprise official website,with a total of 226 articles.In the grounded theory coding,this paper firstly analyzes the coding of three case enterprises in three stages: open coding,axial coding and selective coding,and digs out the initial concept,main category and core category of each case respectively.Secondly,the core categories of several cases are compared and analyzed respectively;Then,the traditional tourism real estate business model and the current tourism real estate business model are compared and analyzed;Finally,the innovation model of tourism real estate business model is constructed.The research holds that the innovation of tourism real estate’s business model is the innovation from tourism real estate to the new cultural tourism community,and this innovation is carried out through the ecological chain of the community.It is embodied in the following aspects: the new cultural tourism community provides supporting services with community members as the core;Co-create content based on multi-party interaction of community members;Transform from the traditional profit model to the diversified profit model,and reduce the investment cost through the spread of old and new word of mouth. |
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