民族旅游地居民分类与支持行为： 基于文化适应理论的视角

在民族旅游地的发展中,居民态度及主客之间的关系是旅游产业需要解决的关键问题.基于文化适应理论,通过开发Berry文化适应二维模型,对贵州黔东南黎平肇兴侗寨241位社区居民样本的实证研究显示:旅游情境中,居民在主客跨文化互动中具有整合、同化、分离、边缘四种文化适应类型,并以整合型居多;整合与同化意味着文化适应程度高,分离和边缘意味着文化适应程度低;女性的文化适应程度比男性高;文化适应程度越高的居民对旅游产业的支持度越高,具体而言,文化适应能力较强的居民对旅游者更加热情,也更愿意为目的地进行推荐宣传. 因此,旅游规划和管理部门应重视并着力提升民族旅游地居民在旅游发展中的文化适应能力,使其既能自信地展示和传承民俗文化,又能与旅游者进行热情、友好的互动,从而在文化、经济等层面推动目的地的可持续发展.

Classification of the Residents in an Ethnic Destination and Their Support for Tourism:A Perspective from Acculturation Theory

Acculturation in psychological studies concerns the process in which different cultural groups undergo psychological and behavioral changes under the impact of cultural differences in their direct contact with other cultures, which reflects the coordination between individuals, local culture and foreign cultures. This process will exert a huge influence on the individual, not only in physical and mental health, but also in interpersonal communication and other social and cultural issues. With rapid development of tourism, ethnic areas are flooded with a large number of tourists and face the increasing shock of Han culture, in which local residents will inevitably experience acculturation pressure in crosscultural communication. If acculturation fails, residents in ethnic tourist destinations will either become self-enclosed, or will be driven by economic interests and cater to the tourists' public preference by commercializing their own culture and presenting ″pseudo-folklore,″ both of which will ultimately affect sustainable development of ethnic tourist destinations. Relevant literature review reveals that there is little psychological research on ethnic groups' acculturation, and that acculturation in the context of tourism has drawn little attention by academia. Thus, this research has some practical and theoretical value.The thesis selects Zhaoxing Dong Village Liping in southeast Guizhou province as a case study and applies Canadian cross-cultural psychologist Berry's(1997)bidimensional acculturation theory from the perspective of psychological research to analyze the acculturation of residents in the ethnic tourism destinations at the individual level based on unique cultural context of tourism development of Zhaoxing Dong Village. With literature review, field surveys, interviews and other methods, this thesis starts from the types of acculturation and investigates the acculturation of the local residents and the differences in their intention of supporting tourist industry. On the basis of the empirical research, the countermeasures are discussed, in order to promote ethnical groups' positive acculturation and support for the tourism. This research mainly includes the following three aspects:First, Berry's(1997)acculturation theory is used to explore the types of local residents' acculturation in tourist context. Second, the relationship between social demographic variables and acculturation is analyzed. Third, based on the residents' acculturation types, the differences are analyzed between acculturation types in their emotional attitude toward tourists and their intention of word of mouth marketing. The results are drawn as follows:(1)There are four types of acculturation in cross-cultural interaction between residents in ethnic tourist destinations and tourists: ″integration″ ″assimilation″″separation″and ″marginalization″ of which the former two represent high acculturation, while the latter two mean low acculturation. The residents of Zhaoxing Dong Village Liping, show high level of acculturation, as the majority belongs to the ″integration″ type,which is the best state of acculturation.(2)Among the local residents, there is a significant difference between men and women in types of acculturation, with women having a higher level of acculturation while there is no remarkable difference in acculturation between residents of different ages or educational backgrounds.(3)The residents of high acculturation hold positive emotional attitude toward tourists and stronger intention of word of mouth marketing than those of low acculturation. At the end of the thesis, it points out shortcomings and prospects of the research in an attempt to find out better local research tools and contents in line with requirements of the situation.