摘要
作为典型的社会文化概念,面子问题已引起学界的广泛关注,但从本土化视角探讨面子心理与旅游者行为之间关系的研究还相对少见。文章通过初步理论建构和实证检验,分析了个体面子需要与旅游者不当行为之间的关系。研究结果表明:(1)旅游者自身的护面子需要对其道德行为意向有显著的正向影响,而争面子需要对其道德行为意向的影响没有得到验证;(2)旅游者对不当行为的感知面子威胁在其护面子需要与道德行为意向之间起完全中介作用。理论上,研究适度拓展了旅游者不当行为研究的涉猎内容与研究深度,并发现护面子需要对中国人行为的影响更为基础与关键。研究结果对指导中国旅游者深刻理解自身不当行为和相关部门利用中国人的面子心理进行旅游者行为管理都具有一定的指导意义。
China is a typical face society, so the notion of face is an important criterion controls social behavior of Chinese people. Face makes individuals have a sense of shame.＂Moral face＂is social trust in an individual’s character and moral, and is also the bottom line of behavior. While with social changes, Chinese people’s psychology of face has encountered severe challenges. Self- control mechanism has been changing evidently from the aspect of individual behaviors, especially the tourist inappropriate behaviors. Frequent tourist inappropriate behaviors trigger the reflection： Has face conscious which were playing significant roles in the thousands years of traditional Chinese culture been lost in modern times？ In response to this question, the concept of face was introduced to tourist behavior research, aiming at exploring the relationship between Chinese psychology of face and tourist inappropriate behaviors with indigenous research approach.In this research, tourist face perception was composed of acquisitive face need and protective face need based on existing research. In order to clarify the relationship between face need and tourist inappropriate behavior, the concept of perceived face threat was introduced to the research. As inappropriate behaviors are sensitive issues, respondents often hide their opinions of inappropriate behaviors out of face maintenance. Therefore, inappropriate behaviors were measured by moral behavior intention in according to the existing research approach. That is, the higher an individual’s moral behavior intention is, the lower the individual’s intention of committing inappropriate behavior during the travel will be.In order to achieve the purpose of the study, the mature scales of Face need, Perceived face threat and Moral behavior intention were selected, and then the scales were converted into a questionnaire.328 tourists were selected randomly as respondents. After eliminating incomplete and non- valid responses, 276 questionnaires were remained for analysis
出处
《旅游学刊》
CSSCI
北大核心
2015年第12期55-65,共11页
Tourism Tribune
基金
国家自然科学基金项目"西部城市民族旅游社区地方性保持:多元认同的建构主义研究"(41271157)
国家旅游局青年专家培养计划"中国消费者海外旅游购物趋同行为及成因研究"(TYETP201343)
陕西省社会科学基金项目"西安市居民绿色出行行为影响因素研究--基于功能和符号消费双重视角"(13Q046)
中央高校基金项目"旅游心理与行为研究条件提升项目"(GK201505105)共同资助~~
关键词
面子需要
感知面子威胁
旅游者不当行为
道德行为意向
中国人
face need
perceived face threat
tourist inappropriate behavior
moral behavior intention
Chinese
