旅游心理学

目  录

总 
论······························································································· 1

节 
旅游现象的心理透视················································································· 1

第二节 
旅游心理学的研究方法············································································· 2

第三节 
旅游心理学的研究内容············································································· 6

第四节 
研究旅游心理学的意义············································································· 8

章 
旅游消费行为的心理背景···························································· 12

节 
消费者与旅游消费行为············································································ 12

第二节 
旅游消费的内外影响因素········································································ 19

第三节 
旅游消费行为的过程··············································································· 22

第二章 
认知与旅游行为······································································· 26

节 
旅游者的知觉规律·················································································· 26

第二节 
知觉中的心理定式·················································································· 29

第三节 
旅游条件的认知····················································································· 31

第三章 
旅游需要与动机······································································· 37

节 
多样化的旅游需要·················································································· 37

第二节 
具有驱动力的旅游动机············································································ 44

第三节 
旅游消费环境与动机的互动····································································· 48

第四章 
个性与态度············································································· 53

节 
人格特征与旅游行为··············································································· 53

第二节 
人格结构与旅游决策··············································································· 59

第三节 
态度偏好与旅游行为··············································································· 62

第五章 
旅游服务双方的心理互动···························································· 73

节 
旅游服务中的客我交往关系····································································· 73

第二节 
旅游服务中的功能服务与心理服务··························································· 80

第六章 
旅游服务环节的心理分析···························································· 87

节 
服务场景与顾客心理··············································································· 87

第二节 
顾客心理与服务时机把握········································································ 93

第三节 
员工行为与顾客心理引导········································································ 97

第七章 
旅游专项服务心理技巧····························································· 103

节 
酒店服务心理······················································································· 103

第二节 
餐饮服务心理······················································································· 110

第三节 
导游服务心理······················································································· 113

第八章  
旅游从业人员的心理素质························································· 122

节 
仪表、气质与服务表现·········································································· 122

第二节 
性格、情感与服务热情·········································································· 125

第三节 
意志、能力与服务水平·········································································· 129

第九章 
旅游企业员工心理及行为管理····················································· 135

节 
旅游企业员工个体心理差异及管理·························································· 135

第二节 
旅游企业员工心理保护和调适································································ 142

第十章 
领导与管理激励······································································ 148

节 
领导行为与员工心理············································································· 148

第二节 
领导风格与情景权变············································································· 158

第三节 
管理激励与团队士气············································································· 162

参考文献························································································· 169

前  言

近年来，我国旅游经济快速增长，产业格局日趋完善，市场规模品质同步提升，旅游业已成为国民经济的战略性支柱产业。进入新时代，我国旅游业的主要矛盾表现为人民群众对品质旅游的需求日益增长与优质旅游供给不足之间的矛盾。根据近几年文化与旅游部发布的统计数据，得益于互联网尤其是移动互联网的快速发展，旅游者的旅游消费需求发生了显著变化，高度定制化的自由行取代标准化的团队游成为旅游者主要的旅游方式，散客化取代跟团游导致旅游组织方式发生重大变革。游客旅游需求多样化、个性化和旅游行为由传统单一型观光游览向休闲娱乐度假多元复合型转变，这对旅游目的地产生着一系列持续影响。如何提高旅游目的地的管理水平，如何加强旅游业供给侧结构性改革，是我们面临的一个新的历史任务。21世纪以来，旅游需求市场表现出日益明显的个性化、多样化、定制化的发展趋势。旅游市场的变化实际上是旅游消费群体心理变化的外在表现。因此，在旅游实践中加强心理分析能更好地满足旅游者的需要、提升旅游服务品质和指导旅游业的发展。

旅游心理学是随着旅游业的产生和发展而出现的新兴学科，是旅游管理本科专业的必修主干课程之一，在指导旅游活动、旅游服务与旅游企业管理等方面具有重大意义。在旅游心理学的发展过程中，许多专家学者为建立旅游心理学这一应用学科付出了辛勤的劳动。据不完全统计，自20世纪80年代以来正式出版的旅游心理学教材已有50种之多。总体来看，专家学者们仁者见仁、智者见智，对旅游心理学框架体系和内容编排的选取不尽相同。旅游心理学的教材应该如何编写？旅游心理学基本的理论框架是什么？旅游心理学到底应该为旅游从业人员传授什么？这也是学者们反复思考的问题。

旅游心理学是一门应用心理学，主要借鉴心理学的基本原理和研究方法，对旅游过程中旅游者以及旅游从业人员的心理活动及规律进行分析研究，以促进旅游业的发展。因此，本书在内容编排上注重旅游服务的工作过程和岗位特色，突出旅游心理学在旅游服务行业中的针对性和实用性。学生应重点掌握在旅游情境中旅游心理活动的规律与特征，本书按照“总论”“旅游者心理”“旅游服务心理”“旅游管理心理”进行论述，涵盖了旅游心理学的基本原理，介绍了旅游心理学新的研究成果和实践案例。在理论引用方面，我们也尽量做到引用那些能够真正与旅游业心理现象关联的心理学理论，摒弃了传统教材中一些陈旧而脱离旅游业实践的解释案例。另外，本书大量采用了一些直接反映当前旅游业现实的新案例，并且力图做到真实、生动、趣味。通过这些生动而鲜活的案例，力图使旅游心理学方面的那些理论由此而变得浅显易懂。

本书由汉江师范学院廖兆光在中南财经政法大学求学深造期间执笔完成。*旅游管理类专业教学指导委员会委员、中南财经政法大学博士生导师舒伯阳教授对编著工作给予了悉心关怀和全程指导，并提出了许多建设性的意见和建议。在本书的编写过程中，中南财经政法大学工商管理学院的研究生陈凯、白露、伍新蕾、徐宁珺、周慧娟、罗艳、鲍富元、秦晶、赵进、杨义菊和肖博文收集整理了部分资料。

本书在编写过程中，参考了国内外旅游心理学、管理心理学和服务营销领域诸多学者的成果，并引用和改编了其中的有关资料。谨向这些学者和专家致以诚挚的谢意! 另外，在本书的写作和出版过程中，责任编辑孟媛女士为本书的细节问题不辞辛苦多次与我联系，我们沟通得非常愉快。在此，对她的辛勤付出表示真诚的感谢!

廖兆光        

2018年9月