What are the new characteristics of tourism consumption behavior in the era of experience economy?

(A) tourism consumption has the illusion of * * *-role-playing.

According to psychological theory, people will play different roles on different occasions. A person plays the role of a tourist in the process of traveling. There is a strong fantasy factor in tourists' motivation, which makes the role of tourists dreamy, that is, the role played by the tourist subject in the process of tourism is often far from its role in the permanent residence, with some incredible colors. Tourists often show the childish role of children, the successful role of realizing their wishes, and the evasive role of being divorced from reality.

In the theoretical system of sociology, "abnormal" theory and "sacred" theory can also be used to explain the "role-playing fantasy" characteristics of tourism experience.

"Irregularity" refers to the abnormal state of spiritual decadence, behavioral disorder, lack of life goals and even social moral corruption brought to social groups and individuals after the goal of social life is divorced from the means to achieve it, which is a negative reaction to secular life. Because the goal of social life is out of touch with the means to achieve it, people lose their original sense of psychological balance, become confused and feel nervous. This requires other means to adjust the sense of imbalance caused by this disconnect. Various forms of travel experience have also proved to be the most commonly used means to adjust this sense of imbalance.

People "escape" or gain a sense of "reaching their goals" through travel experience. Unusual makes tourists have a desire for "exotic experience" in tourism, which is embodied in the appearance of "escapee" and "rebel" roles in tourism. In tourism consumption, driven by the "abnormal" psychology, tourists will have completely different consumption behaviors from their usual places, such as: being willing to pay high fees for a foreign or long-distance trip; Buying all kinds of souvenirs and eating expensive food during the tour is completely beyond the usual living budget, getting rid of the rational constraints of the permanent residence, indulging the inner pursuit in the unknown tourism environment, and dreamily carrying out tourism purchase activities.

"Sacred" theory. Sociology divides people's life into "sacred" and "secular", and holds that the secular world is characterized by monotony and boredom, which is manifested in "mechanical division of labor" and "rigid compliance with norms"; The "sacred world" presents a new scene of "vitality". The long-term monotonous stimulation of "secular world" will bring people physical and psychological pressure and make people feel nervous. In order to alleviate or eliminate this psychological tension, people must gain "new vitality" in some way.

The tourist mentality driven by "holiness" is positive. They hope to verify the meaning and existence value of life through their own travel experiences, sublimate their religious pursuit or trace back to the source of a certain culture, and then get a "sacred" experience. But what needs to be pointed out here is that people pursue holiness because they want to alleviate the tension caused by the oneness of "secular life" and get a kind of psychological compensation by feeling the novelty, change and unpredictability of "sacred world".

From the psychological point of view, too complicated for a long time will also lead to too monotonous stimulation, which will bring pressure to people's physiology and psychology. Therefore, tourists driven by "holiness" often show some form of self-restraint: their behavior is not far from their usual place, and they are influenced by their long-term lifestyle and values.

And these two kinds of tourism consumers are eager to get some kind of "experience" they yearn for through tourism, and then realize the purpose of emotional adjustment. They are all willing to pay a certain price for such an experience. After returning from tourism, the "sense of experience" will still have an impact on them for quite some time, affecting personal consumption and stimulating the next travel demand.

(B) individual differences in tourism consumption motivation

Tourism consumption always embodies different degrees of fantasy, but the social environment, personal life experience, life experience, values and beliefs of tourism consumers make tourism consumption show individual differences and behavioral particularity. As shown in table 1: