管理评论

管理评论 ›› 2021, Vol. 33 ›› Issue (4): 170-179.

• 电子商务与信息管理 • 上一篇    下一篇

基于扎根理论的旅游舆情形成机制研究——心理契约违背视角

吴荻1,2, 刘慧2, 王恩旭3, 匡海波1   

  1. 1. 大连海事大学航运经济与管理学院, 大连 116026;
    2. 辽宁师范大学历史文化旅游学院, 大连 116081;
    3. 东北大学江河建筑学院, 沈阳 110169
  • 收稿日期:2020-05-20 出版日期:2021-04-28 发布日期:2021-05-06
  • 通讯作者: 匡海波（通讯作者），大连海事大学航运经济与管理学院教授，博士生导师，博士
  • 作者简介:吴荻，辽宁师范大学历史文化旅游学院副教授，大连海事大学航运经济与管理学院博士后，硕士生导师；刘慧，辽宁师范大学历史文化旅游学院硕士研究生；王恩旭，东北大学江河建筑学院副教授，硕士生导师，博士。
  • 基金资助:
    国家自然科学基金青年项目（71303027）；国家社会科学基金项目（19BGL146）；教育部人文社会科学研究青年基金项目（16YJC630114）；辽宁省社会科学规划基金项目（L13DJY067；L15AJL007）；辽宁省教育厅青年项目（LN2017QN020；WQ2019005）；中国博士后基金面上项目（2019M651102）；中央高校基本科研业务专项资金资助项目（N2011003）。

Research on Formation Mechanism of Tourists Public Opinion Based on Grounded Theory: The Perspective of Psychological Contract Violation

Wu Di1,2, Liu Hui2, Wang Enxu3, Kuang Haibo1   

  1. 1. School of Maritime Economics and Management, Dalian Maritime University, Dalian 116026;
    2. School of History Culture and Tourism, Liaoning Normal University, Dalian 116081;
    3. Jangho Architecture College, Northeastern University, Shenyang 110169
  • Received:2020-05-20 Online:2021-04-28 Published:2021-05-06

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摘要： 旅游舆情是游客以投诉和负面口碑的方式来平复感知不公平或促进未兑现的承诺实现的一种社会现象。目前还未有相关研究运用心理契约违背理论和舆论场理论分析旅游舆情的形成机制。基于此，本文在文献回顾的基础上，运用扎根理论从心理学视角解构旅游舆情的形成机制，剖析不同舆论场作用下的个体心理契约违背与群体心理契约违背对旅游舆情产生的差异性影响，获得了旅游舆情的形成与遏制机制。结果表明：（1）旅游舆情的产生是舆情诱因作用下的个体心理契约违背与劣质治理作用下的群体心理契约违背协同作用所引发的公众事件；（2）个体心理契约违背会在舆情诱因的刺激下逐步形成恶性舆论场进而导致群体心理契约违背的形成，良性舆论场和积极应对的协同作用能够有效地阻断个体心理契约违背对恶性舆论场的影响，从而有效避免旅游舆情事件的发生；（3）个体心理契约违背不会直接诱发旅游舆情，群体心理契约违背只有在恶性舆论场和劣质治理的双重作用下才会引发舆情事件。最后提出了基于遏制机制的相应策略，以期为全社会旅游舆情事件的防范与控制提供理论支持和实践指导。

关键词: 旅游舆情, 形成机制, 心理契约违背, 扎根理论

Abstract: Tourists public opinion (TPO) is a social phenomenon that tourists recover their perception of unfairness or promote the realization of unfulfilled promises. There is little research on the formation mechanism of TPO with the theories of psychological contract violation(PCV) and opinion field now. This paper attempts to deconstruct the formation mechanism of TPO from the perspective of psychology with the literature review. It analyzes the different influences of individual and group PCV on TPO under the different opinion fields, even obtains the formation and containment mechanisms of TPO. The results show that: (1) the emergence of TPO is a public event caused by the synergistic effect of individual PCV under the influence of public opinion incentives and group PCV with poor governance; (2) Individual PCV will gradually form a vicious opinion field under the stimulus of public opinion incentives and then lead to the formation of group PCV; the synergistic effect of benign opinion field and positive responses can effectively block individual PCV so as to effectively avoid the occurrence of TPO. (3) Individual PCV will not directly induce TPO, and group PCV will cause public opinion events only under the dual effects of vicious opinion field and poor governance. Finally, it puts forward the corresponding strategies based on containment mechanism in order to provide theoretical support and practical guidance for the prevention and control of TPO in the whole society.

Key words: tourists public opinion, formation mechanism, psychological contract violation, grounded theory