Tourism Passion Scale Development Under The Context Of Chinese

Traditional psychology studies didn't pay much attention to passion.It was until the late 20th century when foreign researchers redefined its concept from the angle of positive psychology,putting forward the Dualistic Model of Passion(DMP)based on activities(Vallerand et al,2003).This model indicates that harmonious passion and obsessive passion are two important types,which respectively originates from autonomous and controlled internalization.Both types of passion urge people to engage in certain activities:harmonious passion possibly relates to more adaptive outcomes,while obsessive passion relates to less.As a strong emotional state,passion is the integrated construct of personal motivation,emotion and cognition,which differs from general explicit emotion.Under the background of experience economy,demands of tourism emotion experience is so prominent.However,the current tourism emotion research lacks inspection for passion,omitting tourism passion scale which restricted theoretical development of tourists' mentality and behavior.Meanwhile,tourism passion potentially causes various negative consequences,such as property loss and tourism accidents.Therefore,it's important to think about that how to stimulate and control tourism passion.According to relevant research on passion and its particularities in tourism situation,this research proposes preliminary definition of tourism passion,afterwards it will raise the initial tourism passion measuring scale derived from cyber travel notes.Tourism passion is defined as tourists' intense mental inclination for tourism activities that they love and perceive high value,in which they are willing to spent a lot of time and money.Based on Dualistic Model of Passion and other researches,this paper draws operational definition of harmonious passion and obsessive passion,takes the lead in running content analysis of cyber travel notes.We have collected 24]verbatim texts with the theme of passion from 4 famous Chinese tourism websites including Qunar,Tongcheng,Tuniu and Baidu tourism,extracted keywords by ROST NAT 46 analysis tool,and summarized 18 typical phrases classified into harmonious passion and obsessive passion.By means of reverse classification from 3 specialists,15 typical phrases have been retained and 15 items of tourism passion scale have been coined.For developing an applicable tourism passion scale,we used questionnaire survey to gather information of Chinese tourists at home and abroad.In the cases of Chinese tourists in Bali,Indonesia and Dinghu Mountain,Zhaoqing City,Guangdong Province,the survey data of 529 tourists is analyzed by exploratory factor analysis(EFA).Excluding items whose factor loading is less than 0.5 and cross-factor loading is more than 0.3,Modified tourism passion scale contains 8 items,which divide into 2 common factors including harmonious passion and obsessive passion in line with classification above.In order to verify modified tourism passion scale,this research takes Gulangyu Island,Xiamen City,Fujian Province as example,and applies confirmatory factor analysis(CFA)and criterion-related validity analysis.This findings indicate that two high-order factors model of tourism passion fit better,both reliability and validity are adaptive.In general,it hereby filled the blank of tourism emotion studies,made innovation and obtained several inspirations of tourists,management and studies.It will point out limitations and future research orientation as well.