爱恨交织:矛盾态度对消费者出国旅游决策的影响研究

Love-Hate Relationship:The Impact of Ambivalence on Consumer Outbound Travel Decisions

消费者对特定国家目的地常持有矛盾的态度,现有文献尚未研究这种矛盾态度对消费者出国旅游决策的影响。文章基于矛盾态度理论,构建了消费者善意、敌意和矛盾态度对旅游意向的影响模型。以中国消费者赴日旅游作为研究情境,进行了访谈、问卷调查和实验研究。结果表明,在消费者出国旅游决策中,消费者对特定国家的敌意与对该国作为旅游目的地的善意共同影响旅游意向;当消费者善意与敌意均达到或超过一定强度(即两者取值范围的中位数)且大致相等时,消费者对特定国家目的地能形成较强烈的矛盾态度;消费者矛盾态度引发情感耗损,进而降低旅游意向。文章将消费者矛盾态度这一构念引入消费者出国旅游研究领域,进一步丰富了消费者善意、敌意和旅游的理论研究,进一步扩展了矛盾态度理论与情感耗损构念在旅游研究领域的应用,同时对旅游管理者进一步吸引外国消费者来本国旅游有启示意义。

Consumers often hold ambivalence towards a given destination country.However,the influence of such ambivalence on their outbound travel decisions has not been studied in the existing literatures.Basing on the theory of ambivalence,we built an influencing model of consumer affinity,animosity,and ambivalence on his travel intention.Taking Chinese consumers to Japan as a case in point,we conducted interviews,questionnaires,and experimental researches,and found that during consumer outbound travel decisions,their animosity towards a give country and their affinity towards this country as a travel destination affected their travel intentions together;when consumer affinity and animosity reach or exceed a certain intensity(i.e.the median of the value range of these two constructs)and are roughly equal,consumers would generate strong ambivalence towards a given destination country and their ambivalence lead to emotional exhaustion,which in turn would reduce their travel intentions.This research introduced the construct of consumer ambivalence into the research field of consumer outbound travel,further enriched theoretical researches on consumer affinity,consumer animosity,and travel,and further expanded the applications of the theory of ambivalence and the construct of emotional exhaustion to the tourism research field.The authors believe that their conclusions would provide important managerial implications for tourism managers to further attract foreign consumers to travel to their home countries.