摘要
穷游与传统旅游观念和旅游形式存在差异,这种差异使其具有较高的理论研究价值与实践意义。该研究基于手段-目的链模型,构建了穷游行为的价值层次图并得出8条关键的手段-目的链,据此得出穷游者的价值追寻特点及其对穷游行为的影响机制。该研究发现,社交需求、主观幸福、自我肯定、自我提升以及自我反思是穷游者的重要价值追寻,主导着穷游者的独特行为:穷游者非常关注旅途中人际关系的构建及主观幸福感的获得,并据此进行住宿环境的选择;穷游者倾向通过拍照晒图达成印象管理,以满足其社交需求;怀旧元素驱动的穷游行为有助于提升穷游者的自我积极性,从而实现自我肯定;影视元素的文化内涵主导穷游者的目的地选择行为,并有助于其达成自我反思;而自我提升和自我反思的价值追寻则使得穷游者乐于融入当地,积极浸身人文环境以实现文化交流与思想碰撞。
Qiongyou differs from traditional tourism theories and models. Its uniqueness that distinguishes it from other tourism models entails remarkable values in both theoretical understandings and practical guidance. The extant research of tourism theories and models focus on the analysis of decision-making factors, such as the influential factors of destination preference. While some researchers have studied the intrinsic motivation factors of Qiongyouers, the existing research is insufficient in terms of igniting extensive and systematic theoretical discussions, or lacks scientific research methods and models. In fact, values have a continuous and powerful influence on individual tourists’ behaviours, and the unique behavioural characteristics of Qiongyouers may result in their deeprooted differences from other tourists with regards to value perception and pursuit. The means-end chain model has been widely used as an effective analytical framework for exploring the relationship between value and behaviour. This study therefore adopts the means-end chain model to explore the value-based pursuit of Qiongyouers. Qualitative data used for coding analysis includes text obtained from semi-structured interviews and online posts in the network forums. A total of 20 respondents were interviewed for their Qiongyou experience using the soft laddering approach. Besides, 110 online posts about Qiongyou experience were collected. With initial coding, concept categorization, implication matrix and theoretical saturation test, this study constructs a hierarchical value map of Qiongyouers’ behaviours and generates eight vital means-end chains. In addition, the value-based pursuit characteristics of Qiongyouers and their impact on the behaviours are analysed in this paper. The main research findings of this research extend to aspects like social needs, subjective well-being, self-affirmation, selfenhancement and self-reflection. All those aspects are identified as the primarily pursued values of Qiongyouers, which dominate their u
作者
杨璐瑜
李研
YANG Luyu;LI Yan(Tourism School,Sichuan University,Chengdu 610064,China;College of Business Administration,Capital University of Economics and Business,Beijing 100070,China)
出处
《旅游学刊》
CSSCI
北大核心
2021年第8期112-126,共15页
Tourism Tribune
基金
国家自然科学基金项目“稀缺营销视角下消费者社交口碑的形成机制研究”(71602125)
首都经济贸易大学青年学术创新团队项目(QNTD202003)共同资助。
