工作圈的旅游礼物馈赠:社会交换理论的视角

Giving of Travel Gifts in Workplaces from the Perspective of Social Exchange Theory

礼物馈赠是人类社会重要的社会交换方式,其中,旅游礼物馈赠已成为现代人际关系网络建构与维系的重要手段。经由中国传统观念的浸染,特别是人情(情感的串联)、面子(主体意识的维护)、关系(互动的延续)、礼(道德的约束)等观念的影响,旅游礼物馈赠行为现已衍生出了符号性意义传达、社会关系再生产等适用于现代社会的特质。而旅游礼物馈赠行为则反映了以价值呈现为指导的功能性意义、以情感承载为核心的感受性意义及以满足自我需要为主体的象征性意义。此中,象征性意义是工作圈中旅游礼物馈赠者的首要考量,这为旅游者的馈赠决策,以及旅游企业的产品设计与推广等提供了有力的理论参照。

Gift-giving is an important way of social exchange. Giving of travel gifts, in particular,has become an essential means for establishing and maintaining interpersonal relationship in modern society. Chinese society has been greatly influenced by some traditional concepts,especially those of renqing（ emotional connection）,face（ maintenance of subject consciousness）,connections（ continuous interaction） and li（ moral restraint）. To cater to the needs of modern society,giving of travel gifts has also assumed some new features e. g. conveying symbolic meaning and reproducing social relationship. It has taken on functional meaning oriented towards value display,receptive meaning centering on expression of emotions and symbolic meaning based on satisfaction of ego needs. In workplaces,symbolic meaning has become the prior consideration in giving travel gifts. This finding can provide useful theoretical references for tourists to make decisions about gift-giving and for tourism enterprises to design and promote tourist products.