同群效应下的旅游非理性经营与主客角色冲突

Irrational Tourism Management and Role Conflict between Host and Guest under Peer Effect

旅游非理性经营是导致旅游地主客消极互动,产生主客角色冲突的主要诱因。基于同群效应理论,分析旅游非理性经营对主客互动的消极影响,探究旅游地主客角色关系及行为演化,具有十分重要的意义。研究发现:旅游场景中的主客互动具有明显的同群效应,游客与东道主之间的相互作用和相互影响是推动当地旅游业发展的内生动力;东道主与游客角色期望的重叠性揭示了主客角色间的互赢与共生关系,主客社会期望的实现应作为调节主客关系、优化旅游市场监管机制的重要指针;增强角色主体意识有利于引导旅游经营者实施良性同群行为,而教育引导、实践养成、制度保障是旅游地强化东道主角色建设,促进旅游经营者良性同群行为的可行路径。

Tourism irrational management is the main inducement that leads to the negative interaction and even the role conflict between host and guest.Based on peer effect theory,it is of great significance to analyze the negative impact of irrational tourism operation on host-guest interaction,and to explore its role relationship and behavior evolution.This paper finds out that the host-guest interaction in the scenic spot has an obvious peer effect.The host-guest interaction and mutual influence is the endogenous driving force to promote the development of the local tourism industry.The overlap of the role expectations of host and guest reveals the mutual-win and symbiotic relationship between the roles of host and guest.The realization of the social expectations of host and guest should be used as an important indicator for adjusting host-guest relationship and optimizing the supervision mechanism of the tourism market.Enhancing the subject awareness of the role is conducive to guiding tour operators to implement constructive peer behaviors.Education and guidance,practice and institutional guarantee are feasible ways for tourism destinations to strengthen the role of host and promote tour operators’constructive peer behavior.