女性独游者本真性体验的机理研究及市场探索

Research on the Mechanism and Market Exploration of the Authentic Experience of Female Solo Tourists from the Perspective of Existentialism

摘要: 随着旅游消费升级，独游正成为一个新趋势；此外，旅游者对体验的感知要求提高，且往本真性方向集中。作为旅游市场新兴崛起的女性独游者群体，也对本真性体验有了更多需求。因此，加强对女性独游者本真性体验的理论研究已成为旅游学术界的重要课题。本文从存在主义的角度出发，将女性独游者这一特殊群体作为研究对象，研究旅游者的本真性体验，以此对女性独游市场进行探索。借助扎根理论这一质性研究方法，通过对数据的逐级编码，总结归纳存在主义层面女性独游者的本真性体验。主要的结论包括：1) 识别出存在主义视角下女性独游者本真性体验的结构维度，构建了存在主义视角下女性独游者本真性体验的形成机理；2) 对女性独游的市场开发有一定的现实指导意义，旅游企业应将开发重点转移到旅游者主体上，打造更有具倾向性更多样化的旅游产品。这些研究结论，不仅深化了关于本真性体验以及女性独游的理论研究，而且为女性独游市场的开发提供了有针对性的实践思路。旅游企业也应从旅游者主体角度出发，抓住女性独游市场的开发，从服务经济向体验经济转型。

Abstract: With the upgrading of tourism consumption, traveling alone is becoming a new trend. In addition, tourists’ perception requirements for experience have been improved and they have concentrated on authenticity. As an emerging group of female solo tourists in the tourism market, they also have more demand for authentic experience. Therefore, it has become an important topic for tourism academia to strengthen the theoretical research on the authenticity of female tourists. From the perspective of existentialism, this paper takes the special group of female solo tourists as the research object to study the authentic experience of tourists, so as to explore the female solo tourism market. With the help of grounded theory, a qualitative research method, through the progressive coding of the data, we summarized the authentic experience of female solo tourists at the existential level. The main conclusions are as follows: 1) Identify the structural dimensions of the authentic experience of female solo tourists from the perspective of existentialism, and construct the formation mechanism of the authentic experience of female solo tourists from the perspective of existentialism; 2) It has a certain practical guiding significance for the market development of women’s independent tourism. Tourism enterprises should shift the focus of development to tourists and create more inclined and diversified tourism products. These conclusions not only deepen the theoretical research on authentic experience and women’s independent travel, but also provide a targeted practical thinking for the development of women’s independent travel market. Tourism enterprises should also focus on the development of women’s independent tourism market from the perspective of tourists, and transform from service economy to experience economy.