旅游体验对旅游者主观幸福感的影响机制研究

As the strategic pillar industry and the important part of modern service industry in China, tourism industry has made an important contribution to the development economy of China. In the development process of tourism industry, most stakeholders has focused on the economic contribution of tourism industry, and ignored the social contribution. Tourism industry has been listed as the first happiness industry in five happiness industries (i. e., tourism, culture, sports, health, and pension) in China, 2016. However, few studies have taken care of some basic research questions, such as why tourism industry is the happiness industry, and how to become the happiness industry. Actually, with the development of tourism industry and its influence rising, some scholars have suggested that we should pay more attention to the social function of tourism industry than its economic function in recent years. Thus, tourist subjective well-being, as the key indicator of tourism industry social function has received wide attention, and become the academic hotspot and focus in current tourism research field. . Based on these, from the nature of tourism—tourism experience, and the key indicator of tourism as the happiness industry—tourist subjective well-being, this study scientifically defines the concepts of tourism experience and tourist subjective well-being, according to relevant literature, and develops the scales of tourism experience and tourist subjective well-being according to the scale development paradigm. Based on these, this study analyzes the impact factors of tourism experience and their influencing mechanism by the experimental research method. Using longitudinal research method, this study evaluates and explores tourist subjective well-being and its changing rule in the three stages, i. e., before, during and after tourism journey. According to the cognitive appraisal theory, relational quality theory, bottom-up theory, and script theory, using empirical research method, it constructs and empirically examines the influencing mechanism of tourism experience on tourist subjective well-being. Finally, by means of case study method, it provides the promotion mechanism of tourism experience and tourist subjective well-being. . Through this study, it explains the essence of tourism experience and tourist subjective well-being, proves the impact factors of tourism experience and their influencing mechanism, evaluates and finds the changing mechanism in three stages of before, during and after tourism journey. Most importantly, it reveals the influencing mechanism of tourism experience on tourist subjective well-being. This study enriches and develops the theories of destination marketing and management, has important practical value to change the management philosophy of destination, and to highlight the social function of tourism industry and achieves sustainable development of destination.

旅游业作为我国“五大幸福产业”之首，客观上要求探究其作为幸福产业的内涵和外延。然而，关于旅游业为何是幸福产业以及如何成为幸福产业等基础性研究问题尚未引起学界关注，研究成果相当缺乏。为此，本课题从旅游的本质—旅游体验和旅游业作为幸福产业的核心指标—旅游者主观幸福感出发，对旅游体验和旅游者主观幸福感进行科学界定，开发出相应量表，探究旅游体验影响因素及其作用机理；探析旅游前、中、后三阶段旅游者主观幸福感变化规律；构建并实证检验旅游体验对旅游者主观幸福感的影响机制，在此基础上，制订旅游体验和旅游者主观幸福感的提升机制。通过本课题研究，诠释了旅游体验和旅游者主观幸福感的本质，探明了旅游体验的影响因素及其作用机理，揭示了旅游者主观幸福感的变化规律，厘清了旅游体验对旅游者主观幸福感的影响机制，对丰富和发展旅游地经营管理理论具有重要的科学意义，对转变旅游业发展理念，突显旅游业的幸福属性具有显著的现实价值。

让人民生活幸福是“国之大者”，也是“国之重者”。旅游业作为我国“五大幸福产业”之首，探究其作为幸福产业的内涵和外延对于推动社会全面进步和人的全面发展具有重要意义。然而，关于旅游业为何是幸福产业以及如何成为幸福产业等基础性研究问题尚未引起学界关注，研究成果相当缺乏，亟待开展相关研究。鉴于此，本课题围绕“重大需求-理论基础-影响路径-提升机制”四位一体视角，即从如何提升旅游者主观幸福感进而改善人们生活质量，不断增强人们的获得感、幸福感、安全感这一重大现实问题出发，系统整合了社会影响理论、自我决定理论、认知评价理论、信号理论等，构建了旅游体验对旅游者主观幸福感影响的传导机制模型，在此基础上通过对湘西凤凰古城、长沙岳麓山、厦门鼓浪屿等旅游地及其旅游者的实地调研，建立相应的数据库。通过对数据的实证分析，得到了以下重要研究结论：（1）聚焦旅游者主观幸福感的基础性问题，科学界定了旅游者主观幸福感的丰富内涵，将其划分为“享乐幸福感”和“实现幸福感”两个维度。（2）基于信号理论、社会传染理论和社会影响理论等，探明了服务质量、旅游者越轨行为、旅游同伴、旅游活动类型对旅游体验的影响。（3）基于幸福感理论、自我决定理论和设定点理论，探究了享乐幸福感和实现幸福感的绝对变化、相对变化和条件变化规律。（4）从旅游者、旅游地居民、旅游从业者、旅游企业、政府及管理机构五个主体出发，创立“五方互联，五维提升，共创幸福”的旅游者主观幸福提升机制，并提出“幸福管理”的旅游者主观幸福感管理新理念。本课题筑牢了旅游体验对旅游者主观幸福感影响的理论基础，厘清了旅游体验和旅游者主观幸福感的内涵和外延，探明了旅游体验对旅游者主观幸福感的影响机制，揭示了旅游者主观幸福感的变化规律。课题成果对丰富旅游地经营管理理论具有重要科学意义，对突显旅游业幸福属性，发挥旅游发展的综合功能，实现旅游业高质量发展具有显著的现实价值。