旅游者"符号性消费"行为之思考--由"雅虎中国"的一项调查说起

改革开放以来,我国某些社会阶层的消费行为呈现出符号化、时尚性、讲究身份象征等倾向,即所谓“符号性消费”。本文从“雅虎中国”网的一项调查入手,通过云南元阳梯田案例,证明这一现象在旅游消费行为中也客观存在。某些旅游者认为,旅游是一种时尚追求,选择到哪里旅游、怎样旅游,都能体现出人们对自己社会角色扮演的定位和评价,以及对自己地位区隔的认可和接受。这种“符号性消费”行为对旅游地的社会建构意义应该引起关注。

Reflections on "Symbolic Consumption" Behavior of Tourists: Based on A Survey by "Yahoo China"

Since the implementation of reform and open policy,the phenomenon of symbolic and fashionable consumption has been observed in some Chinese social classes.This article starts from a survey by "Yahoo China" and proved the existence of this phenomenon by using the terraced fields in Yunnan as a case in point.It is found that some tourists believe that tourism is a kind of seeking action for fashion,personal taste and social status.The symbolic consumption behavior deserves enough attentions due to its significance on social construction of tourist sites.