女性旅游者行为特征的传统社会观念传承与变迁分析——以赴桂林女性旅游者为例

ANALYZE ON TRADITIONAL SOCIAL CONCEPT CHANGE THROUGH FEMALE TOURIST'S BEHAVIOR: A CASE STUDY OF FEMALE TOURIST IN GUILIN

本研究以女性旅游者为研究对象,探究其旅游行为背后的传统社会观念变迁。研究认为,当前女性旅游者具有以下行为特征:1成年女性在旅游决策中处于主导地位;2女性旅游者偏好自然观光旅游资源,且以短途、自助旅游为主;3女性旅游者偏好群体旅游,其旅游带动效应为2.49;4女性旅游者关注旅游地安全与旅游费用,旅游信息来源以互联网和亲朋推荐为主。而女性旅游者行为特征所反映的传统社会观念的传承与变迁则表现为:1传统夫权理念已基本被女性旅游者摒弃,但对于男女平权理念其思想意识与行为表现仍存在较大差异;2女性旅游者认同群体本位理念,但传统家庭群体本位理念已逐步转向朋友、同事群体本位理念;3女性旅游者认同并践行传统的俭约理念。

The traditional social concept have been shaped in the process of Chinese civilization through five thousand years. But now, the basic environment of traditional social concept have been changed in the era of global cultural integration. Taking female tourist in Guilin as a case, and using questionnaire survey method, statistical analysis, induction method, comparative method, etc, this study is only concern on the change of traditional concept through the behavior characteristics of female tourist. Through analyzing the characteris- tics of female tourist＇s behavior, and comparing with the Chinese traditional social concept, we find the fe- male tourist have changed a lot in traditional society concept, but some traditional concept are still inherited by the women tourist. Firstly, the concept of Husband Authority in family ethics has been abandoned by the most female tourist, but there are still large differences on the idea of Gender Equality between female tour- ist＇s awareness and behavior; Secondly, the idea of Group Standard in traditional social concept is still identi- tied by the female tourist, but the group of family in Group Standard has been changed and replaced by the new group of friends and colleagues slowly; Lastly, although the tourism is an expensive active, but the fe- male tourist is still thrift in the process of tourism, and the idea of Frugal ＆ Intensive is identitied and prac- ticed by the female tourist. Owing to the changes of behavior feature and traditional social values in the fe- male tourist, the tourism destination also need to be adjusted in the process of development, operation and marketing.