摘要
体验经济的崛起引发了文献对旅游体验的关注。但既有文献更多关注游客体验后的态度变化,而缺乏对体验后(特别是负面体验)的“真实行为”研究。文章利用扎根理论,以进藏游客为研究对象,构建了关于“负面刺激-权衡比较-负面体验唤醒-策略性行为”的过程框架模型。研究发现:(1)低于容忍区阈值的体验质量是负面体验唤醒的直接原因,体验质量是游客权衡比较的结果;(2)负面体验总是与不适感伴随产生,策略性行为是游客有目的地缓解不适感的手段;(3)认知失调中介影响负面体验与策略性行为的关系,游客对归因焦点的选择则调节了游客策略性行为的选择。这些发现可以为旅游管理者、服务提供商、旅游景区等就如何降低、避免、管理负面体验提供决策依据。
Over the rise of the experience economy,a growing body of research has focused on tourism experience.However,most prior studies have focused on tourists’attitude changes after experience,and the research on actual behavior after experience(especially negative experience)has been neglected.Based on the grounded theory and a sample of tourists to Tibet,this paper constructs a frame model of negative stimulation-tradeoff comparison-negative experience awakening--tactical behavior.The findings showed that:(1)the quality of experience below the threshold of tolerance is the direct cause of the awakening of negative experience;(2)Tourist's tactical behavior is a way to reduce negative emotion and cognitive dissonance;(3)Cognitive dissonance mediates the relationship between negative experience and tactical behavior,and tourist's choice of attribution focus moderates the tactical behavior.These results provided decision-making basis for tourism managers,service providers and tourist attractions to reduce,avoid and manage negative experience.
作者
杜青龙
贺晓庆
何波
DU Qing-long;HE Xiao-qing;HE Bo(School of Economics and Management,Southwest University of Science and Technology,Mianyang,Sichuan,621010)
基金
2018年度国家社会科学基金重点项目“西藏地区‘产业—生态’关联演化分析及生态补偿机制研究”阶段性成果,项目号:18AJY005
关键词
旅游负面体验
唤醒机制
策略性行为
进藏游客
tourism negative experience
awakening mechanism
tactical behavior
tourists to Tibet
