“双碰头”背景下旅游业口红效应的发生逻辑与社会心理机制  

The Occurrence Logic and Social Psychological Mechanism of the Lipstick Effect in the Tourism Industry under the Background of“Double Meeting”

作　　者：王财玉 郭瑷 崔凤军 WANG Caiyu;GUO Ai;CUI Fengjun(Department of Psychology College of Teacher Education,Shaoxing University,Shaoxing,Zhejiang 312000;Institute of Advanced Humanities Division of Shaoxing University,Shaoxing,Zhejing 312000)

机构地区：[1]绍兴文理学院教师教育学院,浙江绍兴312000 [2]绍兴文理学院高等人文研究院,浙江绍兴312000

出　　处：《绍兴文理学院学报》2025年第1期12-25,共14页Journal of Shaoxing University

基　　金：浙江省高校重大人文社科攻关计划项目“城市流动青少年自然缺失与手机依赖之间的螺旋关系及对策研究”(2023GH022);浙江省哲学社会科学规划课题“自然联结对流动青少年心理韧性的促进作用研究”(23NDJC290YB);绍兴文理学院“社科赋能山海协作(松阳)”专项课题“社会心理服务赋能松阳县人民精神共同富裕”(2024XYB03)。

摘　　要：旅游业口红效应具有规模大、频率高以及消费低的特点,它是经济发展“相对”迟缓的背景下一种既经济又充满乐趣的旅行方式,它让更多的人在有限的预算内获得更丰富的旅行体验和精神收获,从而满足人们对美好生活的追求。围绕旅游业口红效应发生的逻辑,从主体因素和客体因素两个层面展开论述,从本因与近因的两个层面深入探讨这一现象背后复杂的社会心理机制,构建了旅游业口红效应的“唤醒→启动→形成”三阶段理论模型。最后分析女性口红效应与旅游业口红效应之间的内在联系,并构建旅游业口红效应的发生逻辑与社会心理机制的整合模型。The tourism lipstick effect has the characteristics of large scale,high frequency,and low consumption.It is an economical and enjoyable way of travel in the context of relatively slow economic development.It allows more people to obtain richer travel experiences and spiritual gains within limited budgets,thus satisfying people’s pursuit of a better life.The article discusses the logic of the lipstick effect in the tourism industry from two levels:subject factors and object factors;and further explore the complex social and psychological mechanisms behind this phenomenon from the perspectives of intrinsic and proximate factors,constructing a three-stage theoretical model of the tourism lipstick effect from“awakening→initiation→formation”.At the end of the article,theoretical predictions were made on the future development trend of the tourism lipstick effect,and it was pointed out that the excessive expansion of survival pressure caused by relatively slow economic development is the key to the occurrence of this effect.

关 键 词：口红效应 死亡提醒 意义缺失与追寻 

分 类 号：F590-05[经济管理—旅游管理]