英文文献中文化价值观对旅游行为影响的研究进展

文化价值观塑造旅游者的需求和行为,进而影响旅游者的决策、消费和评价行为。研究行为背后的文化价值观,不但有助于目的地企业实现精准营销,而且也有助于主客双方增加彼此理解与认同。在系统收集和梳理英文文献的基础上,文章从文献概况、研究内容、研究展望等角度进行了述评。研究时间上,2000年后该领域的文献有较大幅度的增长;研究地域上,越来越多的研究选择中国（包括香港和台湾）作为研究对象;研究理论与方法上,多采用较为成熟的文化价值观理论与量表,以定量研究为主;研究内容上,涉及旅游前行为、旅游中行为和旅游后行为。在此基础上,文章提出未来研究要不断完善文化价值观理论与量表;注重研究设计的合理性;重视研究方法的严谨性;拓展和深化研究内容。

PROGRESS OF ENGLISH LITERATURE OF INFLUENCE OF CULTURAL VALUES ON TOURIST BEHAVIOR

Cultural values shape tourist attitude and behavior, influence decision-making, consumption, and evaluation. Therefore, tourist practitioners need to receive cultural trainings so that they are more sensitive to the needs of the tourists that they served, and in this way they can have targeted product design, marketing planning, and thus promoting better services. Thus, based on comprehensive collection of foreign studies of cross-cultural tourism from the perspective of cultural values, the paper makes statistical, methodical, topical analysis. The study indicates foreign academia have been focus on this field from 1980s, and it has a substantial growth after 2000. A growing number of studies began to choose China (including Hong Kong and Taiwan) as the research object. Most of studies adopt mature cultural value theories, with empirical study. This paper analyzes the studies of cultural values' influence on tourist behavior in three aspects:1)The influence of cultural values on pre-tourist behavior mainly includes motivation, safety, expectation, information collection, and destination selection; 2)The influence of cultural values on mid-tourist behavior mainly includes the duration of the tourism, the numbers of tourist destinations, the selection of the tour group, tourist preference, tourist attitudes, tourist habits, consumption behavior, etc. 3)The influence of cultural values on posttourist behavior mainly includes the perceived values, satisfaction, the intention to re-visit, and tourist complaints. In conclusion, the studies of cultural values'influence on tourist behavior are relatively abundant and have gained fruitful achievements, but it is still not complete.