旅游者的“治愈系”旅游行为研究

发布时间：2018-08-16 16:21

【摘要】：在当前激烈的社会竞争下,人们普遍感觉生活节奏快、工作压力大,往往期待通过旅行的方式来舒缓压力、寻找慰藉、平衡身心,“求治愈”逐渐成为人们出游的重要动机之一。本文从这一现象入手,在参考大量文献的基础上,从学术角度对“治愈系”旅游行为进行概念界定,同时对这一特殊旅游现象进行定量研究和质性研究。作者借助了文献学习、问卷调查、深度访谈、内容分析等方法探索出旅游个体的治愈系旅游行为特点,发现了“求治愈”这一旅游动机存在的现实性和合理性依据。在此基础上,为旅游产品设计、旅游监管服务、个体旅游体验满意度提升提供理论支撑与现实借鉴。全文共分为六个部分。第一部分为引言,第二部分为文献综述,第三到第五部分为实证研究,最后一部分为结论。第一部分说明选题背景、研究目的意义、研究方法、思路以及研究的具体内容和创新点。第二部分为文献综述及概念界定,对治愈和治愈系的关系、起源、时代需求、文化根源等进行文献梳理,发现“治愈系”这一词汇的流行有着深层次时代根源和社会根源。关于治愈系旅游的相关文献梳理,分别从理论层面和应用层面对研究成果进行了归纳总结。概念界定部分分别从广义和狭义两个角度对“治愈系旅游行为”的基本概念、主要特点进行界定描述,指出典型性治愈系旅游行为存在有特殊事件触发、旅游目的地选择偏好明显、包含仪式化行为、治愈效果差异明显等特点。第三部分到第五部分分别采用三种方法开展实证研究。第三部分是问卷调查结果分析,使用定量分析的方法,随机选取研究对象,发现“治愈系”旅游行为的存在具有现实性,并对“治愈系”旅游行为的出游诉求、一般特征和治愈效果进行量化分析。研究发现被调查者具有如下特点:进行过治愈系旅游行为的人居多,说明这一现象存在具有客观现实性;情感治愈的需求最旺盛,治愈系旅游行为出游动机多表现为情感疗愈;被调查者对治愈系旅游的治愈功效认可度较高,治愈系旅游行为的存在具有合理性;治愈系出游意愿强的人占总比较高;当前治愈系旅游出游需求旺盛,但大众对媒体治愈系旅游目的地的宣传推介认可度不高。第四部分为深度访谈案例分析。经分析发现受访者的治愈系旅游行为诱因一般由特定事件触发,并在治愈系旅游概念认同程度、目的地选择偏好、出行伴侣选择偏好、仪式化的治愈系行为、治愈效果评价等方面都有不同程度的差异化表现。第五部分是网络图文资料内容分析,发现媒体宣传和影视作品对旅游者的治愈系出游行为起到一定引导作用、对治愈效果存在过分渲染现象,治愈系旅游者网络分享帖文中对旅游行为的表述也体现出较强的治愈系旅游特征。第六部分是结论,经过分析研究总结出四个基本观点。一是治愈系旅游行为的存在具有现实性和合理性。二是对治愈系旅游行为从广义和狭义两个层面来界定,并指出狭义的治愈系旅游行为具有“有事件触发、旅游者不避讳谈及治愈诉求、旅游者具有旅游目的地选择偏好、相对多的表现为单人出行、旅行过程中会进行特别的仪式化的行为、旅游治愈效果和自我旅游评价呈多样性”等特点。三是媒体和影视作品对个体治愈系旅游行为活动的宣传推介存在过度引导和过分渲染现象,潜在治愈系旅游者应对此客观看待,同时宣传者应注意把握期望值与满意度间关系。四是旅游者的治愈系出游诉求呼吁旅游产品向多元化、定制化、个性化发展;旅游监管部门则需更加注重对旅游个体的服务保障。结论部分还对文章的不足进行了反思,对下一步的研究方向进行展望。
[Abstract]:Under the current fierce social competition, people generally feel that the pace of life is fast and the pressure of work is great. They often look forward to relieving pressure, seeking comfort, balancing body and mind through traveling. Seeking cure has gradually become one of the important motivations for people to travel. By means of literature study, questionnaires, in-depth interviews, content analysis and other methods, the author explores the characteristics of tourism behavior of curing system and finds out the existence of "curing" as a tourism motivation. On this basis, it provides theoretical support and practical reference for tourism product design, tourism supervision services and individual tourism experience satisfaction promotion. The full text is divided into six parts. The first part is an introduction, the second part is a literature review, the third to the fifth part is an empirical study, and the last part is a conclusion. The second part is the literature review and the definition of the concept, combing the relationship between the cure and the cure system, the origin, the needs of the times, the cultural roots and so on. In the definition part, the basic concepts, main characteristics and typical curing tourism behavior are defined and described from the broad and narrow perspectives respectively, and the typical curing tourism behavior is pointed out. In the third part to the fifth part, three methods are used to carry out empirical research. The third part is the analysis of the results of the questionnaire survey, using quantitative analysis method, randomly selected research objects, found that "cure system" The study finds that the majority of the respondents have the following characteristics: the majority of the people who have carried out the healing tourism behavior, indicating that the existence of this phenomenon has objective reality; the demand for emotional healing is the most exuberant. The motivation of curing travel behavior is mostly emotional healing; the respondents have a higher recognition of the curing effect of curing travel, and the existence of curing travel behavior is reasonable; the people with strong willingness to travel in curing travel account for a higher proportion; the current demand for curing travel is strong, but the public on media curing travel destination publicity. The fourth part is a case study of in-depth interviews. It is found that the reasons for the respondents'healing travel behavior are usually triggered by specific events, and there are differences in the degree of recognition of the healing travel concept, preference for destination selection, preference for travel partners, ritual healing behavior, and evaluation of the healing effect. The fifth part is the content analysis of network pictures and texts. It is found that media propaganda and film and television works play a guiding role in the healing of tourists, and there is over-exaggerated phenomenon in the healing effect. The expression of tourism behavior in the healing of tourists'network sharing posts also reflects a strong cure. The sixth part is the conclusion, which summarizes four basic viewpoints. First, the existence of curing tourism behavior is realistic and reasonable. Second, the curing tourism behavior is defined from the broad and narrow sense, and pointed out that the narrow sense of curing tourism behavior has "event trigger, tourists do not avoid it." When it comes to healing appeal, tourists have a preference for tourism destination selection, and relatively many of them are single traveling, special ritualistic behaviors are carried out in the process of traveling, and the healing effects and self-tourism evaluation are diversified. Potential cures should be treated objectively by tourists, while propagandists should pay attention to the relationship between expectations and satisfaction. Fourthly, the cures of tourists appeal for diversification, customization and individualization of tourism products. Tourism regulatory departments should pay more attention to the service of individual tourists. The conclusion also reflects on the shortcomings of the article and looks forward to the next research direction.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F590

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