近年来,随着我国城市化、现代化进程的不断加快,背包旅行作为一种后现代的生活方式迅速流行起来.中国背包客在本土化的过程中也形成了独特的目的地选择偏好.文章试图从身份认同的视角切入,分析背包客与目的地之间的关系.研究首先以背包客对其群体身份的认同度为依据,通过因子-聚类分析将背包客群体分为了两类——经验型和业余型;再通过t检验和卡方检验发现他们在目的地的选择上存在着不同的行为模式.文章最后指出,背包客群体本身具有异质性,不同的群体成员对于背包客身份的认同程度不同,而身份认同则是理解背包客不同行为特征新的切入点.%In recent years,backpacking tourism has become an important subculture of Chinese youth. The label"backpacker"is not only a travel identity, but also a cultural identity. It is endowed with many positive meanings,such as"freedom","courage","independence"and"uniqueness".During the process of"Chinesenization", Chinese backpackers have developed their own understanding of backpacking as well as unique destination choice behavior from their Western counterparts.According to the previous research on social identity, it is found that social identity is an important variable influencing individuals'behavior.Combining qualitative and quantitative methods,this paper analyzed the relationship between backpackers and destinations from the perspective of identity construction. The fieldwork was carried out from July 2012 and September 2014 in Daocheng,Dali,Lugu Lake and Chengdu. The questionnaire survey was undertaken from July to August 2014, yielding 317 usable questionnaires. Participant observation and 20 in-depth semi-structure interviews were used as the complementary data.First,three factors regarding Chinese backpackers'social identity were identified:group identity,group involvement,and group evaluation.Based on the identification with backpackers, a factor–cluster approach was undertaken to classify the Chinese backpackers into two sub-group:proficient backpackers and novice backpackers. It was found that proficient backpackers had higher group identity and group involvement, while novice backpackers had significantly higher group evaluation.This is because that novice backpackers usually had a romanticized image of backpackers, while proficient backpackers shaped a more reflective image of backpackers. Second, t-test and Chi-Square tests were applied to analyze the differences of destination choices behavior between proficient backpackers and novice backpackers. Two group norms concerning destination choice behavior had been tested. Proficient backpackers were found to be more attached to these group norms. They preferred to travel off the beaten track and to overlook the risks when choosing their destinations.It was also found that these two sub-groups had different behavior patterns when choosing destinations at home and aboard.When traveling at home,both proficient and novice backpackers preferred Western China, which was considered as more undeveloped area in China. However, the former showed a significantly higher interest in this area than the latter. In outbound travel, the difference between proficient and novice Chinese backpackers became more significant. Proficient backpackers still preferred more undeveloped area, while novice backpackers were more willing to visit developed countries. At last, this study pointed out that, one the one hand,"destination"is a key factor when backpackers construct their identities. The attributes of specific destinations can endow backpackers specific characters.For example,the off-beaten track can make a backpacker more individualistic,and the highly risky destinations reflect the courage of backpackers. On the other hand, backpackers are heterogeneous. As different group members have different identification with the group, they show different commitments to their group values,which finally influence their behavior patterns.Therefore,identity construction can be considered as an alternative perspective to understand backpackers'travel behavior.
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