文化适应与文化认同:基于中国邮轮游客的行为研究

中国已经成为全球邮轮产业的战略性新兴市场。受2020年疫情冲击及近年来涌现出的诸多水土不服的发展问题,中国邮轮产业进入发展瓶颈期。从文化角度出发并考虑游客心理因素对中国游客邮轮行为的影响,对探寻中国邮轮市场本土发展路径,重新激发中国邮轮产业活力具有重要意义。基于文化适应及文化认同理论,以参加过邮轮旅游的中国游客为研究样本,通过结构方程模型方法,检验中国邮轮游客行为的影响因素。研究发现:不同文化适应策略对游客不同类别行为的影响存在差异;文化认同通过文化自信对游客消费国际产品有消极影响。另外,避免不确定性在文化适应和文化认同对游客行为的影响中存在部分调节作用。最后依据研究结果,提出了后疫情时代中国邮轮产业的发展对策和建议。

Acculturation and Cultural Identity:A Study of the Behaviors of Chinese Cruise Tourists

Strategically,China has become the emerging market for international cruise lines.However,due to the impact of the 2020 epidemic and development problems that have emerged in recent years,the cruise industry of China has met a bottleneck period.From the cultural perspective and with a consideration of the influence of the psychological factors on cruise passengers'behaviors,it has great significance to explore ways to revive cruise tourism and find the strategies to re-stimulate the cruise industry in China.Adopting the theory of acculturation and cultural identity and taking Chinese tourists who have participated in cruise tourism as the research objects,this paper uses the structural equation model to test the factors affecting the behaviors of Chinese cruise tourists.The results show that there are differences in the impact of different acculturation strategies on tourists'behaviors in different categories.Cultural identity has a negative impact on the tourists'consumption of international products through ethnocentrism.In addition,uncertainty avoidance has a partial moderating role in the influence of acculturation and cultural identity on tourist behaviors.Finally,it puts forward suggestions and implications for promoting the cruise tourism in China in the post-epidemic period.