“先扬后抑,还是先抑后扬”?旅游地社会责任的信息框架效应研究

“First High,Then Low or Vice Versa”?A Research on the Information Framework Effect of Social Responsibility of Destinations on Tourists’Happiness

旅游地社会责任对旅游地居民生活质量及旅游从业人员幸福感的作用已受到学界较多关注,但其对旅游者幸福感的影响尚未得到深入研究,相应的作用机制和路径还不明确。文章以利益相关者理论、框架理论等为基础,构建了旅游地社会责任信息框架作用于旅游者幸福感的理论模型。3个实验研究结果表明:积极在前(vs.消极在前)的旅游地社会责任信息框架对旅游者自豪感和旅游者幸福感的影响更显著,且旅游者自豪感在旅游地社会责任信息框架与旅游者幸福感的关系中起中介作用;当旅游者自我目的地联结水平较高时,积极在前(vs.消极在前)的旅游地社会责任信息框架能使旅游者产生更强烈的自豪感和幸福感。文章将旅游地社会责任信息和旅游者幸福感整合于同一研究框架中,对旅游地社会责任信息框架和旅游者幸福感之间的作用机制进行了全新而深入的探讨,对旅游者幸福感理论体系做了有益的补充。

It has been confirmed that destination social responsibility can positively impact the quality of residents’life and of tourism practitioners’happiness while the impact of destination social responsibility on tourists’happiness has not been explored deeply,and the corresponding mechanism and path of action still remains unclear.Based on stakeholder theory and information framework theory,this paper constructed a theoretical model of destination social responsibility information framework impacting on tourists’happiness and made three experimental studies.The results indicate that the positive first(vs.the negative first)destination social responsibility information framework has a more significant impact on tourists’pride and happiness and the former plays a mediating role in the relationship between destination social responsibility information framework and the later;when the level of tourist self-destination connection is high,the positive first(vs.negative first)destination social responsibility information framework would elicit higher tourist pride and happiness.The current paper,for the first time integrated destination social responsibility and tourists’well-being in the same research framework,conducted a new and in-depth discussion on the relationship between the information framework of destination social responsibility and tourists’happiness,and contributed a new knowledge and research direction to the theoretical system of it.