存在本真性视角下寻求本真自我的旅游动机分析框架

Analytical framework for touristic motivation of pursuing authentic self in the perspective of existential authenticity

国内旅游的个性化趋势越来越明显,旅游产品的策划和营销更加依赖于对个人旅游动机的分析。目前存在本真性理论在国外旅游研究领域受到了关注,该理论对于分析个人旅游动机具有潜力。在全面介绍存在本真性理论发展脉落和进展的基础上,分析了该理论在解释旅游动机方面已经取得的进展和存在的不足。通过文献综述,本文认为存在本真性概念通过与疏离、焦虑等概念有机结合,在综合概念层面上形成一种独特的旅游功能和旅游动机的解释机制。但仅从存在主义和心理学视角展开的存在本真性概念,忽略了不同情境下环境资源对疏离、焦虑及本真自我的影响,从而使现有的存在本真性理论无法进一步深入到细分市场下的旅游动机分析层面。本文尝试将环境、资源和可能性对自我实现的意义纳入到相关概念的分析框架之中,在此基础上重新解构本真自我的概念,分析其基本类型和实现的条件,并在日常生活工作环境与非惯常的旅游环境中对接疏离、焦虑的基本类型,探讨旅游对于促进本真自我的功用,最终建构了一种能够用来指导个性化旅游产品策划和市场营销的旅游动机分析框架。

From the post-modernist perspective, tourists tend to seek for something different, which makes the analysis of individual tourist motivation become the key point for planning and marketing tourism products. The theory of existential authenticity receiving great attention recently, is acknowledged as a suitable approach for analyzing individual tourist motivation. Based on a detailed review on the theory of authenticity, this article pointed out that efforts need to be made when we use existential authenticity to explain touristic motivation. Although in the literature, existential authenticity is connected with concepts like alienation and anxiety to formulate an explanatory mechanism for touristic function and touristic motivation on a comprehensive concept level, effects from various circumstances and environments on alienation, anxiety and authentic self are neglected and the existing mechanism cannot be used to analyze touristic motivation in segmented markets. This article first managed to take the effects from environments, resources and possibilities on self-realizatoin into account when constructing a touristic motivation framework; then it deconstructed the concept of authentic self, and separated out basic types of authentic self and conditions for realizing them; furthermore, it corresponded basic types of alienation with those of anxiety and discussed how tourism can promote the realization of authentic self; eventually, it constructed an analytical framework of tourism motivation which can be used to develop individualized tourism products and direct tourism marketing strategy.