摘要
旅游志愿服务行为对缓解当前旅游服务供需矛盾、促进旅游创新发展具有重要推动作用,加强旅游志愿服务行为的理论研究已成为学界一个亟待解决的重大现实课题。人们因何产生旅游志愿服务行为,影响这种行为深层次的因素和作用机理又是什么?回答上述疑问的关键在于从根本上厘清旅游志愿服务行为的概念,识别影响人们参与旅游志愿服务行为的关键因素,明晰各因素间内部运行机理。文章通过深度访谈和应用扎根理论提炼影响旅游志愿服务行为的重要因素并构建理论模型。研究发现,影响旅游志愿服务行为的主要因素为态度、主观规范、知觉行为控制、人格特质和外部情境。其作用机制为态度、主观规范、知觉行为控制和人格特质通过旅游志愿服务意向间接影响旅游志愿服务行为,外部情境因素作为调节变量促使意向朝着行为转化。其中,旅游发展作为态度的构成内涵,体现了旅游情境下志愿行为的利他性与其他志愿行为的差异。这些研究结论,不仅深化了旅游志愿服务行为的理论研究,而且为有效引导旅游志愿者行为模式提供了有针对性的实践思路。
The vigorous development of tourism in recent years has led to enormous challenges for traditional tourism services.Because of the huge contradiction between the supply and demand of tourism services,improving the effective supply of such services has become the key focus of their reform.Since a tourism volunteer team was set up by the National Tourism Administration in September 2015,tourism volunteer services,as a new form of tourism services,have played an important role in meeting the needs of tourists and improving the quality of comprehensive tourism services.Tourism volunteer services involve public issues that require many individuals to participate together.However,the overall level of the development of tourism volunteer services is relatively low.People generally lack enthusiasm for participation,and this has become a constraint on the development of tourism volunteer services.One of the critical tasks for the administrative department is to train volunteers in the required behavior for tourism volunteer services.This will allow them not only to break through the dilemma of having an insufficient supply of traditional tourism services,but also to innovate tourism services.Tourism volunteer services play an important role in alleviating the contradiction between supply and demand of tourism services and promoting the innovation and development of tourism.Strengthening the theoretical research on tourism volunteer services has become a major issue that can realistically be resolved urgently in academic circles.Why do people produce tourism volunteer service behavior and what are the deep-seated factors and mechanisms that affect this behavior?The key to answering the above questions lies in clarifying the fundamental concept of tourism volunteer service behavior,identifying the key factors affecting people’s participation in tourism volunteer service behavior,and clarifying the internal operating mechanisms among various factors.Through in-depth interviews,this paper extracts the important factors affe
作者
周媛
梅强
侯兵
ZHOU Yuan;MEI Qiang;HOU Bing(School of Management,Jiangsu University,Zhenjiang 212013,China;College of Tourism and Culinary Science,Yangzhou University,Yangzhou 225127,China)
出处
《旅游学刊》
CSSCI
北大核心
2020年第9期74-89,共16页
Tourism Tribune
基金
国家自然科学基金项目“线性文化遗产旅游空间生产的过程、效应与机制研究:以京杭大运河江浙段为例”(41771146)
江苏省普通高校研究生科研创新计划项目“智慧时代旅游服务创新研究”(CXLX12_0682)联合资助。
关键词
旅游志愿者
服务行为
计划行为理论
扎根理论
tourism volunteer
service behavior
theory of planned behavior
grounded theory
