A Preliminary Study On The Social Exchange Relations Of Tourism

In recent years,tourism has played an more and more important role in the national economy and improved the quality of life.However,tourism conflicts seriously affect the tourists experience and the tourism sustainable development.To solve tourism conflicts,finding out the mechanism of tourism conflicts is the fundamental way.This paper use the social exchange theory to analyze the tourism social exchange relationship in detail.Firstly,it introduces the theory basis.Secondly,it summarizes the tourism social exchange principles,assumptions and propositions.And reviews the social exchange theory application in tourism at home and abroad,and the current research progress of tourism social exchange relationship.Thirdly,building subjects and the structure of its reward and cost.According to the social exchange model,it discusses the primary exchange of each social exchange relationship,the formation and development of the exchange relationship.Then it analyzes the general equilibrium and evolution of tourism social exchange relationship and evaluates each exchange relationship with satisfaction theory.Finally,the paper puts forward the measures to optimize tourism social exchange relationship and the future research prospect.There are three contradiction relationships between three subjects: first,contradiction between tourists romantic pursuit and host progressivism;second,the contradiction between tourism enterprises utilitarianism and host value principle;third,the contradiction between tourists romantic pursuit and tourism enterprises utilitarianism.From a long-term perspective,tourists romantic pursuit fits in host value principle.In the short term,the host progressivism fits in tourism enterprises utilitarianism.Therefore,in different environment,the three subjects showed a contradict or unite relationship.There are several factors that affect the subject-guest exchange relationship satisfaction: the initial exchange inequality,;the relationship between tourism industry and tourism destination;the diversity of tourism destination economic structure and the degree of external capital control destination.In the exchange relationship between hosts and tourism enterprises,there are four factors that affect their satisfaction with the exchange relationship,including the issue of cultural commercialization,the issue of residents' participation in tourism planning,discrimination from tourism enterprises,and the identity reconstruction of host residents.The exchange between tourists and enterprises is mostly contractual economic exchange,according to the theory of social exchange,The evaluation of the consequences depends on desired return is made at a given cost.The improvement of tourism social exchange relationship is mainly considered from two aspects: on the one hand,increasing the social strength of weak subject or relative exchange power;on the other hand,increasing the degree of integration and further promoting the formation of common values.To provide reference for the management of tourism social exchange relationship,there are measures from four aspects: government management system restriction,economic benefit guidance,social culture cultivation and technological innovation assistance.