国家公园生态旅游访客心理契约的概念与特征

The concepts and characteristics of the visitor psychological contract for national park ecotourism

【目的】国家公园是人地关系复杂、人与自然交互频繁、生态系统敏感性与脆弱性高的区域,多利益主体在其间交汇。本研究旨在引入心理契约的概念以探讨国家公园与访客这一生态旅游关键主体之间的关系,为实现我国国家公园生态价值共享、探索国家公园同社会各主体之间建立具有共同目标的合作机制提供思路。【方法】梳理和回顾了心理契约概念的缘起、发展、内涵和在旅游研究中的应用,以及生态旅游活动等相关文献,在此基础上进行理论思辨和模型建构。【结果】心理契约目前在旅游领域的迁移应用中存在主客关系不明、概念阐释不清等问题,将心理契约应用于探讨中国语境下的国家公园和国家公园访客之间关系时应当明晰主客关系、个体角色、双方诉求等关键点。国家公园生态旅游访客心理契约是用以描述国家公园与访客之间在认知与情感上相对一致性的概念,其概念维度包括目标认同、权利期望和义务承诺三方面。结合中国社会的具体情境,在原先心理契约的理论基础上加入了社会认同和集体主义理论,形成新的解释框架。国家公园生态旅游访客心理契约的特征包括对象特殊性、要素多元性、程度可比性和时空动态性四项特征。【结论】从访客心理认知的角度探究国家公园生态旅游的发展思路具有其必要性,为访客视角下的国家公园生态旅游发展提供适合我国国情的参考和借鉴。未来研究应关注国家公园不同主客对象下的心理契约,确立有效的测量体系并拓展研究的时空尺度。

【Objectives】National parks are areas with complex human-land relationships,frequent human-nature interactions,and high ecosystem sensitivity and vulnerability,where multiple stakeholders converge.The purpose of this paper is to introduce a psychological contract to explore the relationship between national parks and visitors,which is the key subject of ecotourism,to provide ideas for realizing the sharing of ecological value in China’s national parks,and exploring the establishment of a cooperation mechanism between national parks and various social subjects with a common goal.【Methods】To sort out and review the origin,development,connotation,and application of the concept of the psychological contract in tourism research,as well as ecotourism activities and other related literature,based on which theoretical reflection and model construction were carried out.【Results】Psychological contract currently existed in the application of tourism field with the problems of unclear subject-object relationships and unclear conceptual interpretations et,al.When applying the psychological contracts to describe the relationship between national parks and visitors in the Chinese context,key points such as the subject-object relationship,individual roles,and the demands of both parties should be clarified.Visitor Psychological Contract for National Park Ecotourism can operate as a concept used to describe the relative cognitive and affective congruence between national parks and visitors,and its conceptual dimensions including three aspects:Goal Identification,Rights Expectations,and Obligation Commitments.Taking into account the specific context of Chinese society,social identity and collectivism theories have been added to form a new explanatory framework.There are four characteristics of the Visitor Psychological Contract for National Park Ecotourism:specificity of the object,plurality of elements,comparability of degree,and spatial and temporal dynamism.【Conclusions】It is necessary to explore the development of ecotourism in national parks from the perspective of visitors’psychological cognition,to provide a reference for the development of ecotourism in national parks,which is suitable for China’s national conditions.Future research should pay attention to the psychological contracts of different objects of national parks,to set up an effective measurement system and to expand the temporal and spatial scales of the research.