跨文化交往中入境旅游者外显态度与隐性偏见的实验比较
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摘要
旅游中的跨文化主客交往现象是旅游地理学与旅游者行为学的重要研究内容之一,一直被学术界所关注。文章通过群体态度语意差别量表调查法考察入境旅游者对东道主的外显态度,通过语言偏见测量法发现入境旅游者对东道主的隐性偏见,在此基础上采用双向指示种分析、均值比较、T检验、方差分析、皮尔逊相关分析等方法比较入境旅游者外显态度、隐性偏见之间的差异性和关联性及其受社会人口统计特征的影响。研究结论显示,根据外显态度的不同,入境旅游者可以分为显性尊敬型旅游者、显性友好型旅游者、显性中间型旅游者和显性偏见型旅游者等类型;语言的"抽象-具体"差异作为隐性偏见的外化表征,可以反映出来华入境旅游者对内、外群体的不同态度;性别、年龄、受教育程度、来华次数等因素令游客在外显态度和隐性偏见及二者相关关系上表现出了各自的差异性。来华入境旅游者对中国人具有双重态度,表现为显性积极态度的策略性表达和隐性消极偏见的策略性藏匿。
The phenomenon of cross-cultural host-guest interaction in tourism has long been a research concern in tourism geography and tourist behavior. Despite this, almost no studies have attempted to directly correlate explicit attitudes with covert prejudice. To accomplish such a comparison the explicit attitudes of foreign inbound tourists to China is determined through a group attitude semantic differential scaling questionnaire. The covert prejudice of foreign inbound tourists is determined by using language prejudice measurement experiments in the questionaire. The difference and relevance between the explicit attitude and covert prejudice of foreign tourists is then differentiated by demographic characteristics adopting TWINSPAN, mean, T-test, analysis of variance, and pearson correlation analysis measurements. Results showed that inbound tourists can be divided into four explicit types based on differences in explicit attitudes: respectful tourists, friendly tourists,intermediate tourists, and prejudice tourists type. In addition, covert prejudice can be seen in the different ways tourists refer to the same behavior among their ingroup(other tourists) and outgroup(destination residents). Foreign inbound tourists, for example, use more vague and abstract words,which can be more easily generalized, to describe perceived negative behavior among local Chinese and more specific and narrowly defined words to describe the same behavior by other tourists.Demographic characteristics such as gender, age, education level, and number of previous visits to China correlate to different degrees with explicit attitudes and covert prejudice. Gender shows no correlation with explicit attitudes, but there are gender differences in covert prejudice, with females being more covertly prejudiced than males. Although the number of past trips to China might correlate with increased positive explicit attitudes and reduced covert prejudice, this correlation is not evident in the data. Lastly, foreign inbound tourists have dual attitudes to Chinese, which are explicit positive expression and covert prejudices disguise. With increasing cosmopolitan attitudes brought about by the globalization of international travel, the number of people who overtly express prejudice and arrogance is gradually decreasing. However, covert prejudices in cross-cultural communication still exist and are likely increased through the influence of"internal-external group effects"and"othering"between guest and host groups. Correlating and comparing explicit attitudes and covert prejudices expands the understanding of cross-cultural host-guest interaction in tourism research, particularly in the context of China. The language prejudice measurement methodology is shown to be an effective tool in uncovering complex and hidden covert prejudices.
The phenomenon of cross-cultural host-guest interaction in tourism has long been a research concern in tourism geography and tourist behavior. Despite this, almost no studies have attempted to directly correlate explicit attitudes with covert prejudice. To accomplish such a comparison the explicit attitudes of foreign inbound tourists to China is determined through a group attitude semantic differential scaling questionnaire. The covert prejudice of foreign inbound tourists is determined by using language prejudice measurement experiments in the questionaire. The difference and relevance between the explicit attitude and covert prejudice of foreign tourists is then differentiated by demographic characteristics adopting TWINSPAN, mean, T-test, analysis of variance, and pearson correlation analysis measurements. Results showed that inbound tourists can be divided into four explicit types based on differences in explicit attitudes: respectful tourists, friendly tourists,intermediate tourists, and prejudice tourists type. In addition, covert prejudice can be seen in the different ways tourists refer to the same behavior among their ingroup(other tourists) and outgroup(destination residents). Foreign inbound tourists, for example, use more vague and abstract words,which can be more easily generalized, to describe perceived negative behavior among local Chinese and more specific and narrowly defined words to describe the same behavior by other tourists.Demographic characteristics such as gender, age, education level, and number of previous visits to China correlate to different degrees with explicit attitudes and covert prejudice. Gender shows no correlation with explicit attitudes, but there are gender differences in covert prejudice, with females being more covertly prejudiced than males. Although the number of past trips to China might correlate with increased positive explicit attitudes and reduced covert prejudice, this correlation is not evident in the data. Lastly, foreign inbound tourists have dual attitudes to Chinese, which are explicit positive expression and covert prejudices disguise. With increasing cosmopolitan attitudes brought about by the globalization of international travel, the number of people who overtly express prejudice and arrogance is gradually decreasing. However, covert prejudices in cross-cultural communication still exist and are likely increased through the influence of"internal-external group effects"and"othering"between guest and host groups. Correlating and comparing explicit attitudes and covert prejudices expands the understanding of cross-cultural host-guest interaction in tourism research, particularly in the context of China. The language prejudice measurement methodology is shown to be an effective tool in uncovering complex and hidden covert prejudices.
引文
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