电子商务环境下旅游经济中的消费异化现象探析

Analysis of the Phenomenon of Consumption Alienation in Tourism Economy under E-Commerce Environment

摘要: 随着电子商务在旅游经济中的深度渗透，消费异化现象日益凸显，成为影响行业可持续发展的重要问题。本文基于消费社会理论与平台治理视角，剖析电子商务环境下旅游消费异化的表现形式、形成机制及治理路径。研究表明，算法操纵、符号化消费与服务降级等现象源于技术、资本、心理与监管的多重驱动，导致消费者权益受损与行业信任危机。从技术规制、平台责任重构与消费者赋能三方面提出协同治理路径，为实现数字旅游生态的可持续发展提供理论参考。

Abstract: With the deep integration of e-commerce into tourism economics, the phenomenon of consumption alienation has become increasingly prominent, posing significant challenges to the industry’s sustainable development. This study examines the manifestations, mechanisms, and governance approaches of tourism consumption alienation in the e-commerce era through the lens of consumer society theory and platform governance. The research reveals that algorithmic manipulation, symbolic consumption, and service degradation stem from multiple drivers including technological advancement, capital influence, psychological factors, and regulatory oversight, ultimately leading to compromised consumer rights and a crisis of trust within the industry. Three collaborative governance pathways are proposed—technological regulation, redefining platform responsibilities, and empowering consumers—to provide theoretical references for achieving sustainable development in the digital tourism ecosystem.