游客对他人不文明旅游行为的道德情感与行为倾向研究——基于情绪认知评价理论的视角

Tourists' Moral Emotions and Behavior Inclinations to Other Tourists' Unethical Behaviors:Perspective of Cognitive Appraisal Theory

不文明旅游现象可能会激发在场游客的道德情感体验,并引发其相应的道德行为。文章从道德情感的视角,基于情绪认知评价理论,分析面对他人不文明旅游行为时,游客的道德情感维度及道德行为倾向。利用照片引谈法和事件引谈法,对游客进行访谈。对访谈资料的编码分析发现:面对他人的不文明旅游行为,游客产生的道德情感是多维度的复杂变量,有两种情感类型,四类情感客体和十二个情感维度。道德情感引发亲社会行为与自我实用性行为。对不文明行为的治理,应重视在场游客的作用,遵循其情感体验规律,激发其正性道德情感,引导和保护其亲社会道德行为的倾向。

Tourists＇ unethical behaviors may trigger other tourists＇ moral and emotional experience and behaviors. This paper takes the moral emotion as the analysis target, using the cognitive appraisal theory to analyze people＇ s moral performance when they meet other tourist＇ s unethical behaviors, hoping to uncover the dimensions of the tourists＇ moral emotions and their possible moral behaviors. Using the relevant photos and hot unethical behavior event as the interview material, we interview 19 tourists, code and analyze the interview materials. Results indicate that people＇ s moral emotion on the tourists＇ unethical behaviors is a multidimensional complex variable which consists of two patterns, four objects and twelve dimensions. People＇ s moral emotions induce prosocial behaviors and self-pragmatism behaviors. Finally the paper offers the countermeasures to curb tourists＇ unethical behaviors including motivating the positive moral emotion and directing their prosocial behavior.