摘要
文章基于情绪启动效应和规范焦点理论,研究了景区规范类标识牌语言风格对旅游者不文明行为的劝说效果,探索标识牌颜色效价与语言风格匹配方式对旅游者行为意愿的影响。研究结果表明:(1)景区标识牌语言风格(理性诉求vs.感性诉求)对旅游者劝说效果影响显著。(2)颜色在中国游客的认知经验中具有积极和消极的心理效价,当标识牌语言风格与标识牌颜色效价(积极vs.消极)达成匹配时,劝说效果更好。(3)概念流畅性是语言风格与颜色效价匹配影响劝说效果的中介变量。文章为提高旅游景区标识牌对旅游不文明行为的道德教育和干预效果提供了理论和方法指导。
Color valence refers to individuals＇ attachment of positive and/or negative psychological meanings and specific associations to certain colors, which is determined by both learnt and inherited traits. Color valence affects cognition, emotion, and evaluations of ethical behaviors. While many studies have examined the influence of color valence on consumers＇ attitudes and behaviors, most of them are conducted in western cultural contexts. The impact of color valence on consumers＇ attitudes and behaviors in Asian societies has not received much attention from researchers. As a result the magnitude and impact of color valence on Asian consumers＇ attitudes and behaviors is clearly known.Based on affective priming, implicit attitude, and conceptual fluency theories, this study first analyses psychological valence of red and blue in tourism context in China qualitatively, and then investigates the influence of linguistic styles of slogans, as well as the interaction effects between the linguistic style of slogans and the color valence of signboards on persuasion. Scenario based experimental design is used to empirically test the conceptual model.Results of the qualitative analyses indicate that unlike western cultural context, Chinese tourists associate red and blue with positive and negative psychological meanings respectively. Findings further indicate that the linguistic style of slogans in scenic spots affects persuasion significantly. However, an emotional appealing slogan is likely to have a stronger persuasion effect on respondents compared to a rational appealing one. A matching linguistic style of a slogan and the color valence of a signboard is likely to result in higher persuasion compared to a non- matching linguistic slogan style and the color valence of a signboard. An emotional appealing slogan presented on a red（vs. blue） signboard leads to the highest behavioral intention; a rational appealing slogan presented on a red（vs. blue） signboard results in the least behavioral intention. Findings also indicate that the conceptual fluency is likely to have significant impact on the matching mechanism. Conceptual fluency is a semantic analysis,describing a process during which individuals could be primed to more fluently elaborate on semantically related concepts.Contributions of the present study are twofold：（1） findings reveal difference in color valence between western and Chinese contexts; and（2） this study empirically tests the effects of linguistic styles of advising slogans and color valence of tourism signboards on Chinese tourists＇ behavioral intention. Three research limitations are worth mentioning. First, the data are collected in a single scenic spot. Further research is needed utilizing data from different types of tourism destinations to ensure the external validity of the conclusions of this study. Second, according to the focus theory of normative conduct, there are two types of social norms： descriptive norms and injunctive norms. To avoid the contradictory roles of presenting both descriptive norms and injunctive ones, the present study only focuses on injunctive norms. Future research should include both types and compare their roles in persuasion. Third, similar with most studies in marketing and consumer behavior research, this study only investigates the effect of advertising on signboards on individual＇s attitudes and behavioral intentions rather than actual ethical behaviors. Since environmental friendly behavior has a high degree of social desirability, which may cause social desirable response in a self- reported research survey,future research should use observations to record tourist behaviors in actual sightseeing spots.To conclude, by empirically testing how two important elements of advertising on signboards can influence tourists＇ attitudes and behaviors, this study provides practical insight to destination managers on designing persuasive signboard messages to motivate tourists more act and behave more ethical.
出处
《旅游学刊》
CSSCI
北大核心
2016年第3期79-87,共9页
Tourism Tribune
基金
国家自然科学基金项目"消费者服务购买决策过程的框架效应研究"(71372207)
教育部人文社会科学基金(13YJA630129)
四川省高校"旅游消费者创新理论研究"团队(JBK150507)
国家旅游局2015年度万名旅游英才计划之研究型英才培养项目(WMYC20151084)共同资助~~
关键词
语言风格
颜色效价
情绪启动
概念流畅性
劝说效果
linguistic style
color valence
affective priming
conceptual fluency
persuasiveness
作者简介
张梦（1963-），女，浙江绍兴人，教授，博士生导师，研究方向为旅游消费行为、旅游业竞争力、旅游跨文化，E-mail：zhangm707@swufe．edu．ca；
潘莉（1985-），女，山东日照人，讲师，博士研究生，研究方向为旅游目的地品牌营销、旅游者行为，E-mail：lexiepan0909@126．com，通讯作者；
Dogan GURSOY，男，博士生导师，终身教授。
