好客的东道主:目的地居民对游客的帮助行为研究

HOSPITABLE HOST:EXPLORING THE RESIDENTS'HELPING BEHAVIOR TO TOURIST

目的地居民对游客的帮助行为是居民在主客交往中的好客行为,对建立友好型旅游目的地具有重要影响。然而,现有研究对于目的地居民的帮助行为是什么、如何帮助等问题还缺乏深入探讨。本文通过扎根理论方法分析得到,目的地居民对游客的帮助行为包括指导型帮助、参与型帮助和替代型帮助;目的地居民对游客的帮助行为遵循着情境判断—身份认同—帮助实施的行动逻辑,且个人特质在这一过程起到双向调节作用;目的地居民对游客的帮助行为有助于主客关系构筑,具体表现在声誉累积、印象改观、体验提升和信任增进四个方面。研究探索了目的地居民对游客的帮助行为类型,分析了目的地居民帮助行为的实施过程及其对主客关系的影响,也为如何鼓励目的地居民的帮助行为,推动地方旅游业高质量发展提供了实践建议。

The helping behavior of destination resident to tourist is a hospitable behavior of resident between host-guest interaction,which is important to establish a friendly tourism destination.However,the existing researches have a lack of to identify what the helping behavior of resident is and how the tourist could be helped.This paper adopts the grounded theory to explore these questions,and finds that the helping behavior of resident includes guiding help,participatory help and alternative help.The process mechanism of helping behavior is under the logic of situational judgment-tourist identity-help implementation,meanwhile,the personal characteristics play a two-way regulatory role in this process.Moreover,the results of resident's helping behavior are reputation accumulation,impression improvement,experience improvement and trust enhancement.The paper explores the types of destination resident's helping behavior to tourist,analyzes the process of how the resident helped the tourist,and establishes the relationship between destination resident's helping behavior and host-guest relationship.This paper explores the host-guest interaction from the theoretical perspective of inter-group helping behavior,that is,the destination resident act as the host(helper)of the inner group,the tourist act as the guest(receiver)of the outer group,in this way,the destination resident's helping behavior is under the influence of the inner-group identity.It also enriches the research content of helping behavior,and could provide some theoretical reference for the discussion of the encounter process of helping behavior in other situations.The practical suggestions on how to encourage destination residents'helping behavior to promote the high-quality development of local tourism are also discussed.