The Consumer Behavior Study of Rural Tourism Based on Psychological Contract

基于心理契约的乡村旅游消费行为研究

Along with the theory of psychological contract ripening and developing, it has begun to be concerned about in the field of marketing. With the different of marketing situation and research groups, the content and structure characteristics of psychological contract will be differences. Rural tourism market as a complex and large whole is composed by different tourism consumer and groups. This paper defines the concept of rural tourism consumer’s psychological contract, combining the marketing situation of rural tourism. On the base of the analyzing internal mechanism about psychological contract and customer behaviour of rural tourism consumer, this paper puts forward the whole management ideas of psychological contract of rural tourism consumer behaviour, including creating management of psychological contract of rural tourism consumer behaviour, dynamic management of psychological contract of rural tourism consumer behavior and breach management of psychological contract of rural tourism consumer behaviour. 随着心理契约理论的成熟和发展, 营销学领域心理契约行为的研究开始受到关注。由于营销情境 和消费群体的不同，心理契约的内容和结构特点也会有所差异。乡村旅游作为一个复杂而庞大的整体，由不同的旅游消费者和群体组成。本文对乡村旅游消费的心理契约概念进行界定，在分析乡村旅游消费 的心理契约与消费行为的内在机制的基础上，提出乡村旅游消费行为心理契约全程管理的理念, 包括乡村旅游消费行为心理契约的创建管理、乡村旅游消费行为心理契约的动态管理以及乡村旅游消费行为心理契约的违背管理。