基于社会认同的旅游体验研究

A Study of Tourism Experience Based on Social Identity

随着中国经济的快速发展,旅游已经成为人们生活的一个重要组成部分,传统的单一观光型旅游已经不能适合人们日益增加的旅游需求。因此研究消费者进行旅游的深层次原因,特别是消费者在旅游时所体现出的社会层面的需求显得非常重要。对其进行研究可以在开发新的旅游产品和服务时更多的加入社会层面的体验,将使消费者在旅游中获得更大程度的满足。本研究通过将社会认同理论引入消费者的旅游活动中,探索消费者的认同感是否会影响其对旅游产品的选择与消费。本研究最后进行了社会认同理论在旅游体验中的发展趋势及策略研究。

With the rapid development of econom y,tourism has become the main behavior of the Chinese life. The traditional single sightseeing tourism mode can not meet people’s increasing tourism demand. So the study of the deep-seated reasons for why people travel,and the social needs reflected in the process of traveling are much more important. Tourism consumers would obtain a greater degree of satisfaction if social experiments are considered in experiencing new tourism products and services. In this study,the social identity theory is introduced to tourism behavior,to explore whether people’s social identity would affect selection and consumption of tourism products. It also conducts trend of development and strategic research of social identity theory in tourism experience.