A Study On The Occupational Identity Of Undergraduates Majoring In Tourism Management Based On The Expectation-confirmation Theory

The rapid development of the tourism industry has led to an increase in the level of demand from tourists,which in turn has placed higher demands on the industry.However,there is an imbalance between the demand and supply of tourism talent in terms of both quantity and quality,and this has even become one of the major constraints on the development of tourism.How to cultivate and improve the professional quality and occupational loyalty of high-level tourism talents,so that the development of the industry and the supply of talents can form a virtuous cycle,is an important issue facing the tourism industry and tourism higher education at present.Therefore,it is important to study the occupational identity of tourism management undergraduates.In this study,the theoretical basis of this research is determined by systematically sorting out and summarising the contents and findings of domestic and international studies on occupational identity,and using a combination of quantitative and qualitative research methods to conduct an in-depth study.Firstly,a questionnaire was used to investigate the current situation of occupational identity of tourism management undergraduates,and the data was analysed using SPSS25.0 software;then,based on the results of the survey on the current situation of occupational identity of tourism management undergraduates,an in-depth interview was conducted with 21 tourism management students using the interview method,and the interview data was coded and analysed according to the operational procedures of procedural rooting theory.In turn,the dimensions and influencing factors of occupational identity were extracted.(1)Quantitative research: Through descriptive statistical analysis,it is concluded that the occupational identity of undergraduate tourism management students is at a moderate to low level;through difference analysis,it is concluded that gender,school level and family location do not differ in each dimension of occupational identity,while the choice of major and grade level differ in each dimension;through correlation analysis,it is concluded that occupational cognition,occupational emotion,occupational behavior and occupational identity have significant positive effects,and this is verified through regression analysis.(2)Qualitative research: The four dimensions of occupational identity(occupational cognition,occupational role,occupational emotion and occupational behaviour)and the two main categories of influencing factors(internal motivation and external triggers)and the six sub-categories(goals,interests,needs,professional perceptions,educational composition and role models)were extracted through three-level coding.The study also found that occupational identity is influenced by both internal and external triggers and that there are two paths of influence: the first is dominated by internal drivers,including goals,interests and needs;the second is composed of external triggers,including professional perceptions,educational composition and role models.Combining the results of quantitative and qualitative research,and then using expectation confirmation theory as a model framework,a model of occupational identity for undergraduate tourism management students was constructed.Finally,according to the factors influencing the formation of occupational identity,internal drive-related cultivation strategies(interest enhancement strategy,systemic cultivation strategy and need satisfaction strategy)and external triggers-related cultivation strategies(environmental strategy,differentiation strategy and role model strategy)are proposed,in order to provide some reference value for the enhancement and cultivation of occupational identity of undergraduate tourism management students.