基于扎根理论的旅游舆情形成机制研究——心理契约违背视角

Research on Formation Mechanism of Tourists Public Opinion Based on Grounded Theory:The Perspective of Psychological Contract Violation

旅游舆情是游客以投诉和负面口碑的方式来平复感知不公平或促进未兑现的承诺实现的一种社会现象。目前还未有相关研究运用心理契约违背理论和舆论场理论分析旅游舆情的形成机制。基于此,本文在文献回顾的基础上,运用扎根理论从心理学视角解构旅游舆情的形成机制,剖析不同舆论场作用下的个体心理契约违背与群体心理契约违背对旅游舆情产生的差异性影响,获得了旅游舆情的形成与遏制机制。结果表明:(1)旅游舆情的产生是舆情诱因作用下的个体心理契约违背与劣质治理作用下的群体心理契约违背协同作用所引发的公众事件;(2)个体心理契约违背会在舆情诱因的刺激下逐步形成恶性舆论场进而导致群体心理契约违背的形成,良性舆论场和积极应对的协同作用能够有效地阻断个体心理契约违背对恶性舆论场的影响,从而有效避免旅游舆情事件的发生;(3)个体心理契约违背不会直接诱发旅游舆情,群体心理契约违背只有在恶性舆论场和劣质治理的双重作用下才会引发舆情事件。最后提出了基于遏制机制的相应策略,以期为全社会旅游舆情事件的防范与控制提供理论支持和实践指导。

Tourists public opinion(TPO)is a social phenomenon that tourists recover their perception of unfairness or promote the realization of unfulfilled promises.There is little research on the formation mechanism of TPO with the theories of psychological contract violation(PCV)and opinion field now.This paper attempts to deconstruct the formation mechanism of TPO from the perspective of psychology with the literature review.It analyzes the different influences of individual and group PCV on TPO under the different opinion fields,even obtains the formation and containment mechanisms of TPO.The results show that:(1)the emergence of TPO is a public event caused by the synergistic effect of individual PCV under the influence of public opinion incentives and group PCV with poor governance;(2)Individual PCV will gradually form a vicious opinion field under the stimulus of public opinion incentives and then lead to the formation of group PCV;the synergistic effect of benign opinion field and positive responses can effectively block individual PCV so as to effectively avoid the occurrence of TPO.(3)Individual PCV will not directly induce TPO,and group PCV will cause public opinion events only under the dual effects of vicious opinion field and poor governance.Finally,it puts forward the corresponding strategies based on containment mechanism in order to provide theoretical support and practical guidance for the prevention and control of TPO in the whole society.