非惯常环境及行为:基于旅游情境的再思考

Unusual Environments and Unusual Behaviors: A Rethinking in the Context of Tourism

“非惯常说”作为旅游研究的关键观点,为旅游本质的探讨提供了新视角。已有研究多集中于非惯常环境的外延界定,并基于此解释旅游者的行为变化,但非惯常环境的概念仍存在距离范围不清、心理层面关注度低、分类模糊等问题,且针对行为变化的研究较为零散,缺乏对行为变化的方向、程度、向度及情境的系统探究。因此,文章在梳理非惯常环境与惯常环境差异的基础上,明晰了旅游非惯常环境的概念和起止边界,借鉴心理距离说、唤醒理论和旅游期望理论的相关观点细分出旅游非惯常环境的存在类型:预期类惯常环境、预期非惯常环境、失望非惯常环境、惊喜非惯常环境及无所谓非惯常环境;提出“非惯常行为”这一系统概念并归纳其特点:跨情境可对比性、自发需求导向性、双向转变性、偶发性和旅游常态性及影响双向性,并依据“惯习-环境”的相互作用将其划分为惯常、类惯常、弱非惯常、完全非惯常行为4种理论类型。文章旨在为揭示非惯常环境下旅游者行为变化的规律做一些系统梳理。

Unusual environments, as one of the core concepts in tourism research, provides a new perspective for exploring the essence of tourism and tourists’ behaviors. Most previous studies focused on defining unusual environments and their denotation, and explaining changes in tourists’ behaviors based on these definitions. However, there are still problems in making clear what are unusual environments, such as the controversy over the distance range of unusual environments compared to usual environments, the low attention on tourists’ psychological perception of environments, and the fuzzy classification of unusual environments. On the other hand, the research on tourists’ behavior change is sparse, lacking systematic exploration of its concept, direction, degree, dimension and context.Hence, this paper clarified the connotations and denotations of the unusual environments after distinguishing the unusual environments from usual ones. This paper held that unusual environments should be a complex of material and nonmaterial, natural and social elements that drive tourists to leave their usual environments(physically, perceptually and emotionally) and temporarily explore, experience and enjoy new environments at their own cost(time/economic/emotional costs). These unusual environments are the imaginary environments constructed by tourists using various information they got before traveling, the temporary mind and matter environments perceived by tourists through physical and mental experience during traveling, and the metaphorical environments constructed by tourists through recalling and sharing their experiences online or by word of mouth after traveling.Then, based on the theory of psychological distance, arousal theory and tourism expectation theory, this paper classified tourism unusual environments into five types according to their differences from usual environments and the difference between tourists’ expectations and actual perception, i.e.expected quasi-usual environments, expected unusual environments, disappointing unusual environments,surprising unusual environments, and no-matter unusual environments. Furthermore, this paper attempted to put forward the concept of unusual behaviors by referring them to the spontaneous behaviors tourists take in unusual tourism environments, which are completely or to some degree different from their habitual behaviors. These unusual behaviors have the following five characteristics: Cross-situational comparability, spontaneous demands oriented, bidirectional transformability(i.e. the behavior can transform either into a bad one or a good one), contingency and normality in the tourism context, twoway influences on both tourists themselves and the environments.Finally, based on the interaction between tourists’ habitus and unusual environments, this paper divided tourists’ unusual behaviors into four categories in a continuous spectrum: Habitual behaviors,quasi habitual behaviors, weak unusual behaviors, and complete unusual behaviors. As such, this paper aims to make some contributions to the systematic research of tourists’ behavior changes in unusual environments.