仪式理论:旅游营销应用现状与展望  

Ritual Theory:On the Present Situation and Outlook of the Application in Tourism Marketing

作　　者：李慧[1,2] LI Hui(School of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,China;Tourism and Hospitality Management School,Sanya College,Sanya 572022,China)

机构地区：[1]西南财经大学工商管理学院,四川成都611130 [2]三亚学院旅游与酒店管理学院,海南三亚572022

出　　处：《旅游科学》2020年第4期1-15,共15页Tourism Science

摘　　要：来自宗教学、人类学、社会学和心理学的仪式理论近年来被广泛应用于旅游业的品牌营销和消费体验中。其中旅游企业的品牌仪式营销过程包括品牌仪式化、仪式传播、仪式体验和仪式内化4个阶段。旅游消费行为中的仪式体验则可划分为对仪式的体验和体验的仪式化两种类型。然而由于研究方法与研究对象的局限性,仪式理论仍是旅游营销研究中相对被忽视的话题。作为符号与情感的统一,后现代消费文化中的旅游营销研究应更重视仪式的作用,关注体验经济视角下仪式理论的操作化与效果测量,构建数字经济时代在线旅游消费仪式框架,并探索社群经济中旅游企业品牌仪式形成的过程与机制,以弥补传统旅游研究在消费者情感、互动和符号等方面的缺失。Ritual theories,originated from religion,anthropology,sociology,and psychology,have been broadly applied in brand marketing and consumers’consumption experiences by tourism enterprises in recent years.The ritual marketing process of tourism enterprises is comprised of four stages which are brand ritualization,ritual broadcasting,ritual experience,and ritual internalization,and the ritual experience in tourism consumption contains two types that are experience of rituals and experience ritualization.However,due to the limitation of methodology and research objects,ritual theory is still a relatively neglected topic in tourism marketing studies.The author believes that future studies of tourism marketing should place greater emphasis on the roles of rituals as they are unities of signs and emotions,pay more attention to the operation and effect measurement of ritual theory from experience economy perspective,construct tourists’online consumer ritual framework in the era of digital economy,and probe the process and mechanism of brand rituals in community economy to make up the missing of emotion,interaction and symbols in traditional tourism marketing studies.

关 键 词：仪式理论 旅游营销 品牌仪式 消费体验 

分 类 号：F274[经济管理—企业管理] F592.6[经济管理—国民经济]