Research On The Extension And The Coupling Of Tourism Products Based On The Theory Of Value Chain

The extension of tourism products is an important way to achieve tourism products in transition. The degree of the coupling, which is between tourism products and augmented products, will directly affect the results of tourism products in transition, and then affect the development of the tourism industry. Therefore, the study of the extension and the coupling of tourism products will be of great significance by improving the success rate of new products' access, enriching the tourism products and promoting the transformation of tourism products.Based on tourism products, the paper takes the extension and the coupling of tourism products as the research object. The paper researches on the processes of the operation and the form of value realization with introducing the value chain of tourism industry. After the analysis of the extension determinants and strategy of tourism products, the paper focuses on the tourism products in the process of this extension, as well as the coupling mechanism between the products and augmented products in the course, which is based on the value chain. On the basis of representative analysis of the Sightseeing products in China, the paper constructs value chain of sightseeing industry, and then researches on the extension and the coupling of Sightseeing with taking an example of agriculture. The result is that, there is certain applicability in the extension and the coupling of tourism products based on the value chain. However, different augmented products make a certain impact on the result of the extension and the coupling. They are primarily embodied in: (1) Different augmented products possess the different effects on the extension determinants, the different strategy of the extension, and different process as well. (2) Different augmented products possess different coupling effects between the tourism products and augmented products.There are two innovations in this paper: (1) Compared with the previous research in domestic and foreign using brand extension to research the exploiting of new products. The extension of tourism product which has been adopted in the paper, taking all the tourism products concerned, not just localization on the brand products. (2) This article introduces the concept of the coupling, researches on the extension of tourism products, and then analyses the interaction between tourism products and augmented products, which will be a useful supplementary study.