基于集体主义视角的突发公共卫生事件旅游者动态决策机制研究  

A study of the dynamic decision-making mechanism among the tourists in public health emergencies from the collectivist perspective

作　　者：郑春晖 张佳 ZHENG Chunhui;ZHANG Jia(School of Management,Guangzhou University,Guangzhou 510006,China)

机构地区：[1]广州大学管理学院,广东广州510006

出　　处：《海南大学学报（人文社会科学版）》2024年第4期171-181,共11页Journal of Hainan University （Humanities & Social Sciences）

基　　金：国家自然科学基金面上项目(42271250);国家自然科学基金青年项目(41801135);国家自然科学基金青年项目(41901175);教育部人文社会科学研究青年基金(17YJC790209)。

摘　　要：文化价值观会影响旅游者的决策行为。新冠疫情前期,受集体主义文化倾向影响的中国居民面对各种旅游限制因素,压抑旅游动机,放弃出游,居家隔离。疫情稍缓后,景区逐步开放,旅游限制和集体主义的影响逐渐减弱,原本被压抑的需求开始释放,旅游者纷纷出游。文章运用结构方程模型,以疫情不同阶段国内潜在旅游者为研究对象,探究集体主义文化倾向如何影响人们是否出游的内心矛盾过程。结果表明:(1)疫情下旅游动机由放松与亲近自然、错峰与独享、拉动机和日常动机组成,旅游限制因素包括心理限制、人际限制和结构限制;(2)旅游动机对旅游态度和旅游意向产生显著正向影响;(3)旅游限制显著负向影响旅游态度,并通过旅游态度负向影响旅游意向(;4)旅游态度显著正向影响旅游意向;(5)受中国集体主义文化倾向的影响,防疫责任显著负向影响旅游态度,并间接影响旅游意向。研究结果拓展了危机情境下旅游者动态决策的机制,并为疫后旅游目的地的恢复和发展提供了参考。Cultural values influence the tourists'decision-making.In the early phase of COVID-19,Chinese travelers deeply influenced by collectivism,in the face of various travel constraints,suppressed their motivations to travel,abandoned their trips,and stayed home in isolation.As the epidemic came to ease,the scenic spots were re-opened,the travel constraints and influence of collectivism gradually declined,their originally oppressed demands were released and tourists went on their trips.Taking the potential domestic tourists at different stages of the epidemic as the research subjects,the paper utilizes the structural equation modeling to analyze the internally struggling process of whether or not the collectivist culture tends to affect their decisions to travel.The results show that:(1)the travel motivations in the context of the epidemic consist of relaxation and proximity to nature,peak-shifting motives,pull motives and ordinary motives while the travel constraints include psychological constraints,interpersonal constraints and structural constraints.(2)The travel motivations significantly influence their travel attitudes and intentions to travel in a positive way.(3)The travel constraints significantly influence their travel attitudes in a negative way,and the latter further affects their intentions to travel in a negative way.(4)The travel attitudes significantly influence the intentions to travel in a positive way.(5)Under the influence of cultural tendency of Chinese collectivism,the obligation for epidemic prevention has a significant negative impact on the travel attitudes and indirectly affects the intentions to travel.The findings extend the dynamic decision-making mechanism among the tourists in the emergencies,which provide reference for the recovery and development of tourist destinations after the epidemic.

关 键 词：集体主义倾向 旅游动机 旅游意向 新冠疫情 

分 类 号：F59[经济管理—旅游管理]