民族村寨旅游地游客相对剥夺感的生成与应对——以西江苗寨为例  

Reasons for and Responses to Tourists’ Relative Deprivation in Ethnic Villages——A Case Study of Xijiang Miao Village

作　　者：杨振之[1,2] 潘金玉 Yang Zhenzhi;Pan Jinyu(School of Tourism,Sichuan University,Chengdu,610064,Sichuan,China)

机构地区：[1]四川大学旅游学院,四川省成都610064 [2]四川大学中国休闲与旅游研究中心

出　　处：《民族学刊》2022年第11期69-78,149,共11页Journal of Ethnology

摘　　要：民族村寨旅游地旅游业蓬勃发展的同时,存在难以满足游客高质量体验的现实问题。较差的旅游体验很有可能诱发游客的相对剥夺感,尤其是有参照比较的情况下。游客相对剥夺感影响其旅游态度和行为,游客对旅游地的愤怒、敌视及攻击行为严重影响旅游地的旅游形象及潜在游客的旅游选择,最终对旅游地的可持续发展产生深远影响。本文以西江苗寨为案例,以游客点评数据为基础,深入探讨分析游客相对剥夺感的生成机理及应对措施。研究发现,游客旅游体验与参照比较的负向差异创造了相对剥夺感生成的诱发情境。游客相对剥夺感的生成经历游客认知、游客评价及与公平相关的情感反应三个阶段,只有当游客感知的不公平超出其情感容忍度时,才会真正产生相对剥夺感。不仅如此,游客的相对剥夺感表现为纵向—横向及个体—群体两个维度四种类型,游客现实感知的相对剥夺感可能为一种或几种类型的复合。在此基础上,提出民族村寨旅游地应对游客相对剥夺感的可操作性措施和建议。Tourism is an important supporting industry for ethnic minority villages to achieve poverty alleviation and rural revitalization,still,while tourism is booming in ethnic villages,some problems render it difficult to satisfy the high-quality expectations of potential tourists. For these,results show,a poor tourism experience is likely to induce a sense of relative deprivation. For tourism destinations,such tourists’ relative deprivation will reduce their trust in the destination and their willingness to revisit. Based on this,the study takes Xijiang Miao Village,a typical and representative ethnic townlet with a high degree of tourists’ attention,as a case study,and selects the review data of Dianping. com and ctrip. com — which have a high usage rate of tourists — as the basis to explore the causes,types,and recovery mechanisms in case of tourists’ relative deprivation in ethnic villages.The research displays three important findings: First, tourists ’ reference comparisons in tourism destinations are based on their tourism experiences,and a negative difference between the tourism experience and reference comparison causes relative deprivation. Second,such a tourists’ relative deprivation involves both individual-group and horizontal-longitudinal ranges,leading to four types of experience: Group relative deprivations in horizontal and longitudinal dimensions and individual relative deprivations in horizontal and longitudinal dimensions. Moreover,some tourists face more than one type of relative deprivation,potentially manifesting itself as two or more compound types.Third,the reason for tourists’ relative deprivation seems to be conditional and normally goes through three stages: Cognitive comparison,cognitive evaluation,and justice-related affection reactions.Research data demonstrates that tourists’ poor travel experience may cause relative deprivation,having an even greater negative impact on the sustainable development of tourist destinations.Tourism activities are supposed to drive ethnic e

关 键 词：民族村寨 游客 相对剥夺感 西江苗寨 

分 类 号：F592[经济管理—旅游管理]