摘要
文章基于心理账户理论,分析了旅游者心理账户的内涵和特征,通过识别旅游者心理账户的类别、运算规则和旅游消费效用,从心理账户的视角揭示了旅游者如何将一次旅游经历评价为失败的心理过程。根据扎根理论的分析方法,该研究对豆瓣小组讨论贴和访谈资料的文本数据进行了编码分析,将旅游者心理账户归纳为经济性账户、功能性账户、社会性账户、情感性账户和风险性账户5种类型。根据心理账户的运算规则,研究阐述了旅游者心理账户的运算规则,包括加法规则(同账户程度、跨账户种类叠加)和减法规则(同账户内、跨账户间损益抵消)。进一步地,通过旅游者消费效用分析,研究揭示了3种厌恶程度依次递增的旅游失败类型:交易效用为负(经济性账户损失)、获得效用为负(功能性账户、社会性账户、情感性账户损失)和风险性账户损失。该研究从旅游者心理账户的分类、运算规则和消费效用评估等3个方面系统揭示了旅游失败的评价机制,拓展了心理账户理论在旅游消费情境中的应用。研究结论有助于深化旅游企业经营者和旅游目的地管理者对旅游者心理评价过程的认识,从而针对性地提升旅游者消费效用。
Travel experience is not only about romance and unusual places but also failures and sufferings.A bad travel experience may produce a negative attitude toward travel or people may consider it paying money for sufferings.Travel is widely recognized as conducive to improving tourists'well-being.Thus,the positive effects of travel,such as tourist satisfaction,positive emotions,and subjective well-being,have been largely discussed by academia and industry.However,negative travel experiences and their effects also deserve attention owing to negativity bias:People are generally more concerned about unpleasant experiences than pleasant ones.Studies on tourists'negative travel experiences have been based on specific consumption contexts(e.g.,scenic spots,travel agencies,and hotels)from different perspectives of service quality management,crisis management,and public relations management.However,in reality,tourist experience exists as a whole.Tourists'limited rationality,nonstandard beliefs,preferences,and behavior make evaluating the tourist experience a complex psychological process.The present study applied mental accounting theory to examine tourists'psychological evaluation of travel failures by revealing the content and features of tourists'mental accounting.This exploratory study adopted qualitative research methods.Specifically,text data were collected from the discussion room in Douban and follow-up interviews about travel failure experiences.The data were coded and examined using grounded theory analysis.Five types of tourist mental accounts emerged:Economic,functional,emotional,social,and risk accounts.Among them,economic and risk accounts are generally negative:They are accounts where tourists hope to reduce loss.The remaining three accounts(emotional,social,and risk accounts)constitute the core tourists'mental accounts:They are closely related to tourists'motivations and are accounts where tourists hope to increase income.Following mental accounting rules,the tourists'mental addition and subtraction rules for
作者
易柳夙
陈晔
王紫逸
夏兰
YI Liusu;CHEN Ye;WANG Ziyi;XIA Lan(College of Tourism and Service Management,Nankai University,Tianjin 300350,China;Law School,Beijing Normal University,Beijing 100875,China)
出处
《旅游学刊》
北大核心
2023年第7期143-155,共13页
Tourism Tribune
基金
国家自然科学基金青年科学基金项目“消费者社会化视角下旅游消费行为的反向代际影响研究”(72102113)
中国博士后科学基金项目“旅游消费行为的双向代际影响机制研究”(2021M691659)
南开大学文科发展基金科学研究类项目“基于代际互动的旅游目的地品牌资产研究”(ZB22BZ0326)共同资助。
关键词
旅游失败
心理账户理论
旅游者心理账户
旅游消费效用
评价机制
travel failure
mental accounting theory
tourists'mental accounting
tourists'consumption utility
evaluation mechanism
