航空和旅游产业融合发展的动因、路径与模式研究

　　本书是由浙大城市学院国际文化旅游学院主力研究员、中国旅游研究院（文化和旅游部数据中心）工商管理博士后侯平平撰写。基于价值链理论、产业链理论和产业融合理论探究航旅融合的动因、路径、模式，并为今后的航旅融合发展提出了实践对策。本书不仅为航旅融合的理论体系构建了相对完整的框架，同时也提出了更加可行更有实操性的实践建议，丰富了航旅融合的相关研究，为今后航旅融合的发展提供了有力的理论基础及实践参考。

　　侯平平，安徽阜阳人，浙大城市学院国际文化旅游学院教师，助理研究员，管理学博士。毕业于南开大学旅游与服务学院，中国旅游研究院（文化和旅游部数据中心）博士后。主要研究领域为旅游企业管理、旅游者行为。在国内外专业期刊发表论文20余篇，主持省部级和校级课题3项，参与国家社会科学基金项目、文化和旅游部项目、世界旅游联盟项目、地方旅游部门及文旅企业委托项目等20余项。

第1 章　绪　论 ·······································································1
1.1 研究背景与问题提出 ·······················································1
1.2 研究目的、意义与创新 ·················································· 13
1.3 研究方法 ···································································· 18
1.4 研究内容与思路 ··························································· 21
1.5 本章小结 ···································································· 25
第2 章　理论基础与文献综述 ··················································· 26
2.1 概念界定 ···································································· 26
2.2 理论基础 ···································································· 31
2.3 产业融合的相关研究 ····················································· 34
2.4 航空和旅游产业的相关研究 ············································ 39
2.5 文献述评 ···································································· 49
2.6 本章小结 ···································································· 52
第3 章　航空和旅游产业融合动因研究 ······································· 54
3.1 航空和旅游产业融合基础 ··············································· 54
3.2 航空和旅游产业的关系 ·················································· 58
3.3 航空和旅游产业融合动因 ··············································· 67
3.4 本章小结 ···································································· 74
第4 章　航空和旅游产业融合路径与模式研究 ······························ 76
4.1 价值链解构与重构 ························································ 76
4.2 航空产业和旅游产业融合路径 ········································· 78
4.3 航空产业和旅游产业融合模式 ········································· 85
4.4 航空和旅游产业融合效应 ··············································· 93
4.5 本章小结 ···································································· 97
第5 章　航空和旅游产业融合国际案例研究 ································· 98
5.1 途易集团 ···································································· 98
5.2 泰国国际航空公司 ·······················································103
5.3 案例分析总结 ·····························································106
5.4 本章小结 ···································································107
第6 章　航空和旅游产业融合国内案例研究 ································108
6.1 春秋集团航空和旅游产业融合 ········································109
6.2 上航旅游集团航空和旅游产业融合 ··································132
6.3 同程集团航旅融合模式 ·················································136
6.4 案例分析总结 ·····························································139
6.5 本章小结 ···································································140
第7 章　研究总结与展望 ························································142
7.1 研究结论与讨论 ··························································142
7.2 研究贡献与启示 ··························································147
7.3 研究局限与展望 ··························································154
参考文献··············································································156