老年人出游决策的情感类群研究——基于动机中愿望与顾虑的协调视角

A Study on the Emotional Categories of the Elderly's Travel Decision:ACoordination Perspective Based onDesires and Misgivings in Motivation

老年旅游市场蓬勃发展,意义巨大,当前以推拉为主的动机研究重点展现了老年旅游消费内容选择,却忽视了老年旅游动机中更深层次的情感活动过程。文章通过追溯动机深层的需要基础,考虑旅游动机中愿望与约束因素的协调特点,提出了内在愿望-条件顾虑协调框架。而后依托社会情感选择理论和Hsu等(2007)的动机研究成果,进一步明确愿望与顾虑的情感特性及具体概念和主张,并结合现有研究基础,形成测量问卷。通过对杭州老年人问卷调查所获数据进行探索性因子分析、重复测量的单因素方差分析、聚类分析和非线性典型相关分析,共得出7个动机重要性因子和3个主要出游决策的情感类群。研究发现,动机中愿望与顾虑的动态协调并非此消彼长,而是存在随机(弱-弱)、自主(强-弱)和焦虑(强-强)三种情感表现;研究还发现,老年人出游顾虑情感强弱与家庭生命周期和身体条件密切相关,并且趋利性的情感渴望比避害性情感更容易激发内在愿望。最后,文章提出了相应的分类施策建议和提升老年人旅游幸福体验的意见。

The burgeoning of the senior tourism market has enormous significance,and current motivation research focusing on push and pull has mainly highlighted the choices of senior tourism consumption content.However,it has neglected the deeper emotional process of senior tourism motivations.By tracing the underlying needs of motivation,this paper studied and judged the coordination characteristics of desire and constraint factors in tourism,and put forward a coordination framework of internal desire and condition misgivings.Subsequently,based on the research results of socioemotional selectivity theory and Hsu's motivations research,further clarification was made on the emotional characteristics of the desires and misgivings,as well as specific concepts.Combining with existing research foundations,a measurement questionnaire was formed.Through exploratory factor analysis,one-way repeated measures ANOVA,clustering analysis,and nonlinear typical correlation analysis,7 important factors and 3 emotional groups of main travel decision-making emotions were obtained.This research found that the dynamic coordination of desires and misgivings in motivation is not a trade-off,but rather involves three emotional manifestations:random(weak weak),autonomous(strong weak),and anxiety(strong strong).The study also found that the strength of elderly people's travel misgivings is closely related to their family life cycle and physical conditions,and the emotions of seeking benefits are more likely to stimulate internal desires than those of avoiding harm.Finally,the study proposed corresponding classified policy recommendations and suggestions for improving the happiness experience of elderly people in tourism.