乡村游客情感体验:发生过程与诉求本质

Rural Tourist’s Emotion Experience: Generating Process and Demand Essence

旅游研究面临“情感转向”,但学界仍缺少游客情感体验是什么以及如何发生的理论探讨。以乡村旅游为背景,在SOR理论支持下,采用隐喻抽取技术,探索乡村游客情感体验的发生过程和诉求本质。结果显示,乡村游客情感体验的发生遵循了从刺激-激活-反应的基本逻辑,游客在乡村旅游地情感符号表征系统刺激下,通过对特定的评价过程和方式,生成八种积极情感以及失望、难过等负向情感。游客乡村情感最终统归为对“在家感”的诉求。研究对促进游客情感体验本体性研究有一定理论价值,对我国乡村旅游产品体验提升有较强的借鉴意义。

Taking rural tourism as the research background and under the support of Stimulus-Organism-Response(SOR) theory, this paper analyzes the process of tourists’ emotional experience and the essence of their demands by using ZMET. The study found that the emotional experience of rural tourists followed the basic psychological process of SOR. Under the stimulation of the rural emotional symbol representation system, they evaluated five specific attributes of the countryside, such as broadness, beauty, ancient, dense and quiet. Following the value judgment of both sensibility and rationality, the value pursuit of both mundane pleasure and spiritual appeal, and the emotional evaluation mode of value acquisition in which representation and non-representation coexist, tourists finally generate the eight positive emotions, namely, joy of relaxation, sense of beautiful countryside, warmth of the past, safety of returning, pleasure of leaving, harmony of integration, interest of discovery and truth of human feelings, as well as the negative emotions, such as disappointment, disgust and regret. The tourists’ rural emotion is ultimately the pursuit of “feeling at home” from their touring.