Is Reciprocity Contagious? Exploring the Role of Gratitude in Residents5 Perception of Tourists and Tourism

• 영문명: Is Reciprocity Contagious? Exploring the Role of Gratitude in Residents5 Perception of Tourists and Tourism
• 발행기관: 한국관광학회
• 저자명: Jing Yin Yeong-Hyeon Hwang
• 간행물 정보: 『한국관광학회 국제학술발표대회집』제91차 강원 국제학술대회, 756~760쪽, 전체 5쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2022.02.15

영문 초록

Gratitude is one most prevalent emotion during the pandemic. However, the concept of gratitude and its basis in generalized reciprocity have mainly been ignored in tourism research for a long time. Upon identifying a lack of research on the altruism relationship between residents and tourists driven by gratitude, and the change in residents ’ attitude towards tourists and tourism after the pandemic, this study adopted generalized reciprocity theory and emotional solidarity theory to examine the role of gratitude in resident perceptions of tourists and tourism after pandemic outbreak. An analysis of proposed model with 550 residents of Wuhan, China revealed that the role of gratitude in improving both residents ’ emotional solidarity with tourists and their attitude towards tourism development. The results show that emotional solidarity partially mediates gratitude and attitude changes towards tourism. The study reveals the role of gratitude to change their attitudes of tourists and tourism, and also supports the applicability of the gratitude mechanism and generalized reciprocity theory in tourism.

키워드

Gratitude Emotional Solidarity Generalized Reciprocity Resident Attitude Change