旅游体验研究的行为分析范式  

On the Behavioral Paradigm of Tourist Experience Research

作　　者：李建标[1] 巨龙[1] 任广乾[1] 赵玉亮[1] 

机构地区：[1]南开大学公司治理研究中心/南开大学商学院,天津300071

出　　处：《旅游学刊》2009年第8期12-16,共5页Tourism Tribune

基　　金：国家旅游局规划项目:旅游体验研究的行为分析范式(09TAAG008);国家自然科学基金面上项目(70672029);国家自然科学基金重点项目(70532001)

摘　　要：旅游体验是千差万别的私人产品,这缘于旅游体验主体的有限理性以及构成有限理性的非标准信念、偏好和行为。本文以行为分析范式重新框架旅游体验研究内容,探讨了非标准信念、偏好和行为视角下旅游体验动机、旅游体验中的情感放飞与精神救赎、旅游体验的质量等内容,其中,非标准信念中的信息瀑布与旅游体验动机研究、非标准偏好中的心理账户与视线走廊布局、非标准偏好中的偏好逆转与高峰体验设计是本文关注的重点。此外,行为分析范式中的实验方法对信念、偏好的测度,拓展了舒尔茨非"客观事物"不能定量研究的判断,行为分析范式下,旅游体验研究将"性"、"量"并重。Tourist experiences are private goods which differ in thousands of ways. This stems from the bounded rationalism of tourist experience subject and non-standard preference, belief and behavior that construct bounded rationalism. The paper reframes the content of tourist experiences with behavioral paradigm, discusses tourist experience motives, emotional release, spiritual expiate and the quality of tourist experiences under the perspective of non- standard belief, preference and behavior. The paper focuses on the study of information cascade and tourist experience motives in the non-standard belief, mental accounting and layout of eyeshot aisle in the non- standard preference, preference reversal and peak experience design in the non-standard preference. Additionally, the measurement of experimental method in the behavioral paradigm to belief and preference extends schultz＇ s judgement that non-objective matters cannot be quantitatively studied. The tourist experience study will be focused on both ＂quality＂ and ＂quantity＂ under behavioral paradigm.

关 键 词：旅游体验 非标准信念与偏好 行为分析 

分 类 号：F590[经济管理—旅游管理]