旅游者社会行为变化及其影响因素研究——基于常居地-旅游地二元情境

Tourists' Social Behavior Changes and Influencing Factors on Habitual Residence-tourist Destination Values

旅游者离开常居地来到旅游地,他的行为会发生变化吗?文章从旅游者及其旅伴互视的角度出发,运用关键事件和扎根理论的内容分析方法,对异地情境下旅游者社会行为变化的表征及其影响因素进行了探索性研究。研究发现,旅游者社会行为变化主要表现在服饰异化、语言宽化、性格转向、兴趣转移、宽容倾向、互助倾向和冒险倾向等7个方面。同时,引发旅游者社会行为变化的原因主要表现在文化环境的差异、自我需求导向、旅游认同、心理因素驱动、角色适应的需要和个人价值观导向等6个方面。其中,旅游认同是旅游者在异地情境中的一种反思性思考,思考自己是谁,处于什么样的环境,该做些什么等。在这个旅游认同的过程中,文化环境为旅游者寻求认同提供了载体,旅游者的自我需求导向成为旅游者在旅游中寻求旅游认同的主要驱动力。同时,心理因素驱动、角色适应和个人价值观是旅游者为适应异地文化环境所做出行为改变的具体因素。

Do tourists＇ behaviors change when they leave their habitual residence？ How do tourists＇ behaviors change and what factors cause these changes？ In this study, we used the critical incident technique and grounded theory to explore changes in tourists＇ social behaviors and the reasons for these changes from the perspectives of tourists and their traveling companions. We selected tourists who had traveled within the last year with other people whom they frequently interacted with in daily life（e.g., friends, colleagues, relatives）. Questionnaires and interviews were used to collect key events and data. This study identified the following seven main aspects of changes in tourists＇ social behavior after leaving their habitual residence： alienation from usual clothes, broadening language, personality changes, shifting interests, tolerant tendencies, mutual assistance, and risk-taking tendencies. 1）Tourists wore more random and arbitrary clothes than those they usually wore at home; 2） Tourists became more likely to speak： they broadened their language, word frequency increased, and discussion topics diversified; 3） The tourists＇ personalities changed to the opposite of their usual personality, e.g.,from introverted to extroverted personalities; 4） Tourists＇ topical interests shifted to contrast with their habitual interests; the majority shifted from noninterested to interested; 5） Tourists showed more tendency towards being tolerant when they interacted with people or things; 6） Tourists show a greater tendency towards being mutually helpful when they are traveling; 7） Tourists were more adventurous,showing a greater inclination to explore and try new things or risks, influenced by their curiosity and the psychology of adventure. The reasons for these behavioral changes were due to cultural differences,self-directed needs, tourism identity, psychological factors, role adaption needs, and orientation to personal values. Thus, tourism identity is directly based on the reasons for being a tourist, including considerations such as tourists＇ reflective thinking in different environments about who they are, where they are, and what to do. In the tourism identity process, the cultural environment provides the medium for tourists to seek self-recognition and follow their self-demands, which become the main driving force of tourists with different values. Simultaneously, tourists＇ psychological factors, role adoption,and personal values are concrete factors in tourists＇ behavior changes to adapt to different cultural environments.