Some people have different attitudes and behaviors in tourism activities. What is the reason?

It is not easy to explain a person's travel behavior, because there are many psychological factors that affect tourists. However, all tourist behaviors are completed under the control of tourist consumption psychology and the influence of tourist environment. Therefore, tourism consumption psychology and tourism environment are the basic elements of tourism behavior.

(A) the psychological activity process of tourism consumers

Generally speaking, there are three stages in the psychological activity process of tourism consumers: cognitive process, emotional process and will process.

1. Cognitive process

The first step in the process of individual psychological activity is the process of cognition. For example, the first time you go to Suzhou to eat authentic Soviet-style braised pork, the cognitive process at this time is the psychological activity when you eat this dish. The process of understanding Su-style braised pork begins with your feeling and perception of it.

The individual attributes of things act on the human brain through sensory organs, and the psychological activities caused in the human brain are feelings. Feeling reflects the objective things that directly act on the sensory organs at present, not the things that act indirectly or in the past; Feeling reflects the individual attributes of objective things, that is, a specific feature, rather than the whole thing. Through feeling, there are mainly vision, hearing, smell, taste and skin feeling, among which skin feeling includes touch, cold feeling, warm feeling and pain feeling. We can not only understand the individual attributes of objective things, such as size, color, smell and hardness, but also understand the internal conditions and changes of our bodies, such as pain and hunger. Take eating Suzhou-style braised pork as an example, the feeling is the perception of the individual attributes of this dish through the sensory organs, such as the strong fragrance from the nose-smell; The raw material is good pork belly, and the color is the typical "thick oil red sauce" of Subang cuisine-vision; It tastes fat but not greasy, crisp but not broken, sweet but not sticky, thick but not salty-taste.

Feeling is the simplest psychological phenomenon, but it is very important for a person's life. Without feeling, psychological activities cannot be carried out normally. Psychologists D.O.Hebb and W.H.Bexton of McGill University in Canada proved this by sensory deprivation experiments. The experiment is like this: the subjects are enclosed in an experimental environment with almost no stimulation, and they are required to wear blindfolds-deprive them of vision, wear earplugs-deprive them of hearing, wear gloves-deprive them of touch, and ask them to stay as long as possible. The experimental results show that few people can live in this environment for a week, and during the sensory deprivation, all the subjects have different degrees of mental disorders, such as inattention, incoherent thinking, disorganization, slow response, irritability, emotional instability, and even serious depression, fear and hallucinations. After the subjects were released from isolation, there were still various psychological obstacles for some time.

Perception is the overall reflection of the human brain on the objective things that directly act on the sensory organs at present. Take eating Suzhou-style braised pork for example. If the shape, raw materials, color and taste perceived by the senses are integrated, it is the specific Soviet braised pork. Perception is produced on the basis of feeling. Feeling reflects the things that directly act on the sensory organs at present; Perception reflects the whole of things, that is, the various attributes of things and the relationship and connection between parts. Perception is closely related to social practice.

The experience gained through feeling and perception will not disappear immediately after eating this dish, but will remain in your mind and can be reproduced when needed, such as when you are hungry. This psychological process of preserving and reproducing personal experiences is called memory. Memory is the basis of human cognitive activities: in psychology, memory can make people's psychological activities become a unified process, and make people's personality form and develop; In practice, memory is the premise of people's life, study and work. Without memory, people can't live normally. As Chechinov said: "Without memory, any realistic action is unimaginable, because any psychological activity, even the simplest psychological activity, must be based on retaining every current element of it, so as to' connect' it with the following elements. Without this ability to' connect', development is impossible-people will be' always in the state of newborns'. "

You may transform the image of the Soviet-style braised pork preserved in your mind to make it more in line with your own taste. The process that the human brain processes and transforms the image of objective things obtained through perception and preserved through memory to form a new image is imagination. Imagination is a unique psychological activity, and its content, nature and level are related to personal social practice, consciousness, interest and ability.

You can also infer how to cook this dish according to the color and taste of Su-style braised pork: just simmer it with soy sauce, cooking wine and sugar, without adding water, so as to keep the original flavor. On the basis of feeling and perception, the process of indirectly and generally understanding objective things, reasoning and judging, and solving various problems is thinking. Thinking is the highest stage of people's cognitive process, and it is an indirect and general reflection of the human brain on the essential characteristics of objective things. Thinking is done through language, and thinking without language is unimaginable.

The process of tourists' understanding of tourism activities is a psychological process in which tourists feel, perceive, remember, imagine and think about tourism products through sensory organs. For example, when you travel to Huangshan Mountain in Anhui Province, when you drive on the mountain road leading to Yungu Temple, through the window, you can see the pine, cypress and bamboo trees all over the mountains, smell the fragrance of plants, hear the sweet birds singing and feel the cool wind on your skin. Combining these perceptual characteristics, we can get the perception of Huangshan Mountain. This perception forms a memory that can be extracted later. Through the feeling and understanding of Huangshan Mountain, it is indeed achieved that "the five mountains return without looking at the mountains, and Huangshan Mountain returns without looking at the mountains", which is thinking. Beautify the memory kept in your mind. To form a realm like ink and landscape painting is imagination.

2. Emotional process

People are not vegetation, who can be ruthless? After eating Suzhou-style braised pork, you will get subjective experiences such as satisfaction or dissatisfaction, like or dislike, willing to approach or hate to approach. This is the process of emotion and emotion. Tourists' inner experience based on whether tourism products meet their own needs is an emotional process of tourism consumption psychology. For example, when you see the beautiful scenery of Huangshan Mountain, tourists will feel happy and have expressions of admiration and satisfaction on their faces. At the same time, they will express their inner feelings with some wonderful words. Of course, if the scenery tourists see is not beautiful and the service they receive is not good, tourists may feel angry and pour out their stories everywhere to vent.

Tourists' emotions can be divided into three categories: first, positive emotions, manifested as satisfaction, joy, joy and pleasure, can stimulate tourists' desire for consumption; Second, negative emotions such as sadness, frustration, anger and disgust will reduce tourists' desire for consumption; The third is compound emotion, which is a kind of ambivalence, both excited and afraid, both happy and nervous. Emotional process will change with the changes of tourism environment, service quality and other factors. Once emotions are generated, they have a dynamic role. For tourism practitioners, we should take various effective measures to stimulate and strengthen tourists' positive emotions, restrain and dissolve tourists' negative emotions, and promote the sales of tourism products.

3. Will deal with

If you like the taste of Su-style braised pork, you will usually take further actions according to your knowledge and experience, such as eating this dish in the same restaurant another day, asking the chef how to cook it, and then going to the market to buy raw materials and cook it yourself, so that you can eat it often. In this process, you are not afraid of difficulties and troubles, draw up an action plan, consciously adjust and control your actions, and achieve the goal of eating Su-style braised pork frequently. For another example, because the scenery at the foot of Huangshan Mountain is beautiful, you have the need and motivation to climb Huangshan Mountain to enjoy the whole picture, so you are not afraid of the high mountains and the long roads. Can't wait to buy a ticket and start climbing. It can be seen that the process of will is a psychological activity process in which tourists consciously adjust and dominate their activities in order to achieve the established tourism goals and eliminate the influence of various interference factors. The willingness process generally has two characteristics: first, there is a clear purpose of tourism consumption, such as enjoying the panoramic view of Huangshan Mountain and meeting their own aesthetic needs; Second, interference factors can be eliminated. For example, although the ticket price is more expensive, it will still be purchased.

The will process of tourism consumers is closely related to the cognitive process and emotional process. The cognitive process is the premise of the will process, which in turn can promote the cognitive process. Emotional process is the driving force or resistance of will process, and conversely, will process can also control emotional process. From the psychological activity process of tourism consumers, there are both connections and differences among cognitive process, emotional process and will process. Cognition is the foundation, emotion and will are the driving force, and the three influence each other, which constitutes the whole psychological process of tourists.

(B) the psychological state of tourism consumers

Psychological state refers to the comprehensive performance of a person's psychological activities in a certain period of time. Under the background of cognition, emotion, will or different activities, people will have various psychological states. When a person is in a cognitive state, he may feel curious, surprised, confused or show concentration; When a person is in an emotional state, he may have emotions such as joy, sadness, injustice, fear, disgust and irritability. When a person is in a state of will, it is usually decisive, hesitant, full of confidence or lack of confidence. Psychological state will affect the effect of tourists' use of tourism products, the evaluation of tourism products and the subsequent sales of tourism products. Therefore, tourism staff should try their best to adjust the psychological state of tourists to a more exciting and easy-to-feel level, so as to improve the satisfaction of tourists in consuming tourism products.

(3) Tourism environment

From the perspective of tourism psychology, any environment that can cultivate tourists' feelings, such as human landscape, natural landscape, tourism facilities, tourism activities, etc. As long as it can be regarded by tourists as a characteristic of a certain experience, or it can make tourists have a certain psychological state of tourism commemoration, be welcomed by tourists and satisfy their travel motives, it can be called a tourism environment. Tourism environment includes hard environment and soft environment. The hard environment mainly includes: landscape, transportation, accommodation, shopping, recreation, cultural centers, museums and universities; The soft environment mainly includes: the service quality and level of tourist destinations, the cultural literacy and friendly attitude of residents, management and operation policies, national politics and policies, language and culture, and a sense of security.

The tourism environment needs to be built and transformed, and it needs to be constantly improved. For example, before the expansion of Xi 'an Dayan Pagoda Scenic Area, the tourism environment was not very good, which reduced consumers' goodwill towards the scenic area. Although there are thousands of historical sites, it doesn't feel good because it doesn't highlight the cultural value of scenic spots. In the process of expansion, the departments concerned paid great attention to the soft and hard environment of the Big Wild Goose Pagoda, which conformed to the tourists' evaluation of the flourishing Tang culture and the important historical position of Tang Xuanzang in Buddhism in China, and improved the tourists' satisfaction. The expanded Wild Goose Pagoda Scenic Area has won unanimous praise from experts and tourists, and attracted more tourists to visit here.