|
|
|
| THE STRATEGIES OF CHANGING CHINESE OUT-BOUND TOURISTS' UNCIVILIZED BEHAVIOR |
| QI Shan-hong, JIAO Yan, YANG Zhong-hong |
| Tourism Department Business School Nankai University, Tianjin 300071, China |
|
|
|
|
Abstract Improving civilization quality in China has become more and more important nowadays because of the status of uncivilized out-board tourism and the international competition trend which emphasizes soft power. However, improving civilization quality is a long-haul task, which is different from the soft power competition that has been happening. The fast development of out-bound tourism in China not only asks for improving civilization quality, but also needs changing uncivilized tourism behavior timely. First of all, the paper discusses the obstacles and mistakes existed in changing uncivilized behavior before. Then, the paper analyzes the law of acting and changing uncivilized tourism behavior, and researches into the psychology mechanism of changing uncivilized tourism behavior. Thirdly, the characters of the different changing phases are discussed, namely, "behavior compliance", "behavior identification" and "behavior internalization". The first phase is the beginning of changing uncivilized behavior, the second one is the changing process of uncivilized attitude, and the third one is the harmonizing process of civilized attitude and behavior. The three phases of individual's uncivilized behavior changing are a consecutive system, but for the whole society, there are three phases existing simultaneity. Therefore, the changing strategies must respect the difference. Finally, the paper finds out the pivotal points of changing uncivilized tourism behavior and puts forward some positive advices. The first one is that injunction makes the uncivilized tourism behavior begin to change. The second one is that constructing judgment standard of uncivilized tourism behavior to help tourists differ the uncivilized and civilized behavior correctly. The third one is that reinforcing the heart communication to help rebuild the knowledge of civilization. The last one is that upgrading the service quality of tourism industry to pull the civilized tourism behavior.
|
|
Received: 12 April 2008
|
|
|
|
|
|
|
2009, Vol. 24 
