| As citizens’ economic income increasing and consumption patterns upgrading,the demand for public travel is increasing,with the number of tourist arrivals reaching new highs year after year.However,behind the rapid development of tourism,tourist uncivilized behavior has frequently emerged,damaging the natural landscape resources of tourist destinations and,reducing the quality of leisure experience for fellow tourists,damaging the civilized image of China as a well-mannered nation,and restricting the development of the tourism industry.In 2015,the former National Tourism Administration published its ’515’strategy based on this development situation.As part of the strategy,"civilization" is paramount,clearly emphasizing that "to develop tourism,civilized tourism comes first",officially marking the beginning of government attempts to manage tourist uncivilized behavior.Even though tourism departments have restrained and warned tourists about uncivilized behavior,the actual effect of such measures has been minimal.Not only is tourist uncivilized behavior still common,but conflicts between tourists and tourism practitioners stemming from tourist uncivilized behavior have also begun to intensify,much to the detriment of tourism services’ quality and reputation.As the tourism industry enters a new phase of high-quality development,the question of how to effectively manage tourist uncivilized behavior and its negative effects urgently requires a satisfactory answer.This issue is now become an important prerequisite for the further growth of high-quality,sustainable development in China’s tourism sector of tourism.In the tourism process,tourists most frequently interact with fellow tourists and tourism practitioners,as such,these two groups are the most directly affected by tourist uncivilized behavior.In the case of fellow tourists,social contagion theory suggests that in the process of tourist-tourist interaction,when a tourist behaves in an uncivilized manner,fellow tourists may subsequently mirror their behavior,thus leading to the proliferation of tourist uncivilized behavior.However,previous research has paid little attention to the impact of tourist uncivilized behavior on the imitative behavior of fellow tourists,failing to verify and reveal the diffusion effect of tourist uncivilized behavior.For tourism practitioners,although research has shown that tourist uncivilized behavior is an important antecedent to negative staff service,its pathways of action remain poorly understood.At the same time,due to the lack of a systematic conceptual review of tourist uncivilized behavior,research on this issue is somewhat indistinct.On this basis,the present thesis attempts to answer three questions through relevant research.It is hoped this will,further improve the study of tourist uncivilized behavior and effectively guide the governance of tourist uncivilized behavior.First,what should tourist uncivilized behavior be and how should it be measured? Second,can tourist uncivilized behavior achieve diffusion amongst fellow tourists and induce more tourist uncivilized behavior in the tourism process? Third,if tourist uncivilized behavior can spread among amongst fellow tourists,which means that tourism practitioners will face more tourist uncivilized behavior in their service,how can the impact of tourist uncivilized behavior on the service sabotage behavior of tourism practitioners be mitigated?Focusing on three issues,this thesis have three studies.Firstly,it uses semi-structured interviews and the critical incident method to develop a tourist uncivilized behavior measurement scale tailored to China’s cultural context,which provides a measurement tool for the two subsequent empirical studies.Secondly,it constructs a diffusion path of tourist uncivilized behavior based on cognitive appraisal theory and managerial control theory to verify the diffusion effect of tourist uncivilized behavior.Thirdly,based on affective events theory and customer orientation theory,the impact of tourist uncivilized behavior on the service sabotage behavior of tourism practitioners is further explored.By drawing on the above research,this thesis puts forward three main conclusions:First,tourist uncivilized behavior has a three-dimensional structure.Semi-structured interviews were conducted with tourists and tourism practitioners,whilst web crawlers were used to supplement the qualitative material.A total of 110,154 words of textual material on tourist uncivilized behavior were obtained.After the data analysis process of the critical incident method,the textual data were identified,categorized,and refined to identify three dimensions of the tourist uncivilized behavior: tourist violations of social morals,tourist violations of contractual norms,and tourist violations of administrative norms.Specifically,tourist violations of social moral behavior includes six measurement items: queue jumping,making noise,spitting,illegal smoking,littering,and depriving other tourists of their rights.Meanwhile,tourist violations of contractual norms includes four measurement items:tourists’ disrespect for local customs and culture,damage to the landscape,damage to facilities,and injuring animals.Finally,tourist violations of administrative norms includes four items: injuring tourism employees,stealing,ticket evasion,and bill evasion.Through the validation of the pre-study and formal research,the scale was shown to have good reliability and validity.In this way,this thesis clarifies the structural dimensions of tourist uncivilized behavior and provides a tool for measuring tourist uncivilized behavior.Second,tourist uncivilized behavior can spread amongst fellow tourists.Moral disengagement plays a mediating role in this process,which in turn is negatively moderated by the perceived enforcement intensity of civilized tourism policies.Specifically,hypothesis testing of the questionnaire data from 508 tourists identified a significant positive effect between tourist uncivilized behavior and fellow tourist uncivilized behavior.A partial mediating effect of moral disengagement between tourist uncivilized behavior and fellow tourist uncivilized behavior was found.Additionally,a significant negative moderating effect of perceived intensity of civilized tourism policies was observed between tourist uncivilized behavior and fellow tourist moral disengagement.In particular,the weaker the perceived enforcement intensity of civilized tourism policies,the stronger the effect of perceived tourist uncivilized behavior on moral disengagement.This,in turn gives rise to a higher willingness to commit fellow tourist uncivilized behavior.Thirdly,tourist uncivilized behavior can lead to service sabotage behavior by eliciting negative affection from tourism practitioners,with the customer-oriented nature of tourism practitioners negatively moderating this effect.Specifically,the questionnaire survey results from 393 frontline tourism practitioners pointed to a significant positive relationship between tourist uncivilized behavior and tourism practitioners service sabotage behavior.In addition,the results indicated that negative affection partially mediate the relationship between tourist uncivilized behavior and service sabotage behavior.Further,customer orientation had a significant negative moderating effect between the perception of tourist uncivilized behavior and negative affection.In particular,the lower the customer orientation,the stronger the effect of tourist uncivilized behavior on negative affection,which in turn leads to a higher service sabotage behavior.The main innovations of this thesis are as follows.First,the development of a measurement scale for tourist uncivilized behavior based on the reality and conditions of China’s tourism industry.This scale provides a new and more scientific basis for measuring tourist uncivilized behavior in the Chinese cultural context.Ssecond,the analysis of the diffusion effect of tourist uncivilized behavior from the perspective of fellow tourists based on cognitive appraisal theory provides a new perspective for understanding the antecedents of tourist uncivilized behavior.Third,the gathered data reveal the boundary conditions of the diffusion of tourist uncivilized behavior,and demonstrate the moderating role of the perceived enforcement intensity of civilized tourism policies in the relationship between tourist uncivilized behavior and their moral disengagement.Fourth,this study clarifies the pathway between tourist uncivilized behavior and tourism practitioners’ service sabotage behavior,thus laying out a new theoretical guidance framework for improving and enhancing tourism service quality.Fifth,customer orientation is incorporated into the framework for the influence of tourist uncivilized behavior on tourism practitioners’ service sabotage behavior,which explains the important role of customer orientation in mitigating the negative impact of tourist uncivilized behavior.Moreover,it provides new criteria for tourism enterprises to assist with employing,training,and evaluatinge tourism practitioners.This thesis has certain theoretical contributions and practical implications.In terms of theoretical contributions,firstly,based on the synthesis of existing studies,a tourist uncivilized behavior measurement scale is developed and validated,which expands the quantitative study of tourist uncivilized behavior.Secondly,the diffusion path of tourist uncivilized behavior constructed in this thesis based on cognitive appraisal theory,compared with previous literature,enriches the research on the response patterns of tourists of the same genus to tourist uncivilized behavior and deepens the understanding of the relationship between tourist uncivilized behavior and the behavior of fellow tourists.Third,based on managerial control theory,the perceived enforcement intensity of civilized tourism policies is selected as a moderating variable,which not only strengthens the understanding of the boundary conditions for the diffusion of tourist uncivilized behavior,but also further expands the important role of managerial control theory in the individual cognitive assessment process.Fourth,what in which tourist uncivilized behavior influences tourism practitioners service sabotage behavior is examined from the perspective of affective events theory to better understand this interaction.Finally,based on the customer-orientation perspective,this thesis verifies that the customer-orientation of tourism practitioners is an important boundary condition for tourist uncivilized behavior to influence the emotions and behavior of tourism practitioners.In terms of practical implications,based on the study findings,this thesis puts forward five management suggestions.Firstly,tourism management departments need to subdivide tourist uncivilized behavior and classify and formulate precise management policies to improve the effectiveness and efficiency of their responses.Secondly,tourism departments should work with relevant departments to improve the moral quality of the general public through moral propaganda and other means.At the same time,tourism-related departments should implement measures to stimulate the moral restraint of tourists and prevent the proliferation of uncivilized behavior.Thirdly,in an effort to entrench civilized tourism policies in people’s hearts,tourism departments need to strengthen the publicity and guidance of civilized tourism.At the same time,strict implementation of civilized tourism laws,regulations,and policy requirements will enhance the guiding effect of civilized tourism policies on the general public’s moral disengagement and uncivilized behavior.Fourthly,tourism organizations and industry managers should adopt measures to care for frontline practitioners and provide relevant training programs to improve tourism practitioners’ skills and strategies for dealing with tourist uncivilized behavior.Finally,at the level of employment and assessment of tourism practitioners,emphasis should be placed on the assessment of the customer orientation traits of practitioners,so as to improve tourism practitioners’ level of customer orientation and mitigate the impact of negative affection on service sabotage behavior. |
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