旅游者态度转变说服路径研究  

A STUDY ON THE PERSUASIVE WAY OF TOURISTS' ATTITUDE CHANGE

作　　者：俞飞[1] 

机构地区：[1]安徽农业大学经济管理学院,安徽合肥230036

出　　处：《巢湖学院学报》2013年第5期23-29,共7页Journal of Chaohu University

基　　金：安徽省教育厅人文社科研究项目(项目编号:SK2012B164)

摘　　要：说服旅游者态度朝既定方向发生转变,对旅游经营者来说意义重大。旅游者的行为受到态度的调控,以态度为基础形成的旅游偏好指导了人们的旅游决策。研究旅游者态度就是要通过影响旅游者态度的形成和转变,引导旅游者行为。外部信息的刺激方式和旅游者心理抵抗程度影响着旅游者态度的改变。把握旅游者内心利益需求,选择合适的信息传递及表征方式,用旅游者最信任的信息源——旅游者自身为说服渠道,让其在自我说服中接受说服者的意图,并产生相应旅游行为,不失为一条可取思路。以"信息情境——自我说服——态度转变"为主线,结合旅游者诉求特点,创设必要的利益引诱信息情境,实现旅游者自我说服,是转变旅游者态度的有效路径。It is important for the tourism operators to persuade tourists to change attitudes to the given direction. Tourists＇ attitude controls his behavior, and tourism preference, which is formed on the basis of attitude, guides travel decisions. The aim of study on tourists＇ attitude is to lead tourists＇ behavior by the formation and transformation of tourist＇s attitude. The way of external information stimulation and the psychological resistance of tourist affect the change of tourists＇ attitude. There＇ s a feasible idea to make the tourist＇s attitude to accept the persuader＇s intention. That is to grasp the tourist＇s needs, and to choose a right information transfer path, making the tourist persuade himself to generate the corresponding travel behavior. The effective way to change tourists＇ attitude of is information situation, self-persuasion, attitude change, combine with the characteristics of tourism demand, and create benefits luring information condition to achieve tourists＇ self-persuasion.

关 键 词：旅游者态度 态度转变 影响因素 说服路径 

分 类 号：F590[经济管理—旅游管理]