作者：廖兆光,主编
页数：170
出版社：西南交通大学出版社
出版日期：2018
ISBN：9787564367145
电子书格式：pdf/epub/txt
内容简介
本书从全新的角度，全面、系统地阐述了旅游心理学的理论、方法及其在实践中的应用。全书共10章，从结构上可分为四部分：部分总论，主要介绍旅游心理学的对象、任务和研究方法；第二部分旅游者心理，着重从心理学、社会学及人类学等学科的角度解释旅游行为，探讨旅游市场营销策略和旅游者行为的关系；第三部分为旅游服务心理，从服务营销的角阐述了服务的价值、功能、时机，场景、顾客心理及行为引导等。重点论述了酒店服务、餐饮服务、导游服务的心理因素；第四部分介绍旅游企业管理心理，详细阐述了各种经典和现代流派的管理心理学的理论，研究个体、群体、领导、组织各层次的行为特征及所蕴涵的心理规律。全书体系严整、论述详尽，反映了本学科的很新成果和前沿动态，具有较强的实务指导性。
作者简介
廖兆光，汉江师范学院历史文化与旅游学院副院长、副教授。湖北省导游考试委员会专家，湖北省政府采购评审专家，湖北省旅游管理重点专业负责人。在《湖北社会科学》《商业经济研究》《理论月刊》《旅游论
目录
目 录
总
论······························································································· 1
第一节
旅游现象的心理透视················································································· 1
第二节
旅游心理学的研究方法············································································· 2
第三节
旅游心理学的研究内容············································································· 6
第四节
研究旅游心理学的意义············································································· 8
第一章
旅游消费行为的心理背景···························································· 12
第一节
消费者与旅游消费行为············································································ 12
第二节
旅游消费的内外影响因素········································································ 19
第三节
旅游消费行为的过程··············································································· 22
第二章
认知与旅游行为······································································· 26
第一节
旅游者的知觉规律·················································································· 26
第二节
知觉中的心理定式·················································································· 29
第三节
旅游条件的认知····················································································· 31
第三章
旅游需要与动机······································································· 37
第一节
多样化的旅游需要·················································································· 37
第二节
具有驱动力的旅游动机············································································ 44
第三节
旅游消费环境与动机的互动····································································· 48
第四章
个性与态度············································································· 53
第一节
人格特征与旅游行为··············································································· 53
第二节
人格结构与旅游决策··············································································· 59
第三节
态度偏好与旅游行为··············································································· 62
第五章
旅游服务双方的心理互动···························································· 73
第一节
旅游服务中的客我交往关系····································································· 73
第二节
旅游服务中的功能服务与心理服务··························································· 80
第六章
旅游服务环节的心理分析···························································· 87
第一节
服务场景与顾客心理··············································································· 87
第二节
顾客心理与服务时机把握········································································ 93
第三节
员工行为与顾客心理引导········································································ 97
第七章
旅游专项服务心理技巧····························································· 103
第一节
酒店服务心理······················································································· 103
第二节
餐饮服务心理······················································································· 110
第三节
导游服务心理······················································································· 113
第八章
旅游从业人员的心理素质························································· 122
第一节
仪表、气质与服务表现·········································································· 122
第二节
性格、情感与服务热情·········································································· 125
第三节
意志、能力与服务水平·········································································· 129
第九章
旅游企业员工心理及行为管理····················································· 135
第一节
旅游企业员工个体心理差异及管理·························································· 135
第二节
旅游企业员工心理保护和调适································································ 142
第十章
领导与管理激励······································································ 148
第一节
领导行为与员工心理············································································· 148
第二节
领导风格与情景权变············································································· 158
第三节
管理激励与团队士气············································································· 162
参考文献························································································· 169
总
论······························································································· 1
第一节
旅游现象的心理透视················································································· 1
第二节
旅游心理学的研究方法············································································· 2
第三节
旅游心理学的研究内容············································································· 6
第四节
研究旅游心理学的意义············································································· 8
第一章
旅游消费行为的心理背景···························································· 12
第一节
消费者与旅游消费行为············································································ 12
第二节
旅游消费的内外影响因素········································································ 19
第三节
旅游消费行为的过程··············································································· 22
第二章
认知与旅游行为······································································· 26
第一节
旅游者的知觉规律·················································································· 26
第二节
知觉中的心理定式·················································································· 29
第三节
旅游条件的认知····················································································· 31
第三章
旅游需要与动机······································································· 37
第一节
多样化的旅游需要·················································································· 37
第二节
具有驱动力的旅游动机············································································ 44
第三节
旅游消费环境与动机的互动····································································· 48
第四章
个性与态度············································································· 53
第一节
人格特征与旅游行为··············································································· 53
第二节
人格结构与旅游决策··············································································· 59
第三节
态度偏好与旅游行为··············································································· 62
第五章
旅游服务双方的心理互动···························································· 73
第一节
旅游服务中的客我交往关系····································································· 73
第二节
旅游服务中的功能服务与心理服务··························································· 80
第六章
旅游服务环节的心理分析···························································· 87
第一节
服务场景与顾客心理··············································································· 87
第二节
顾客心理与服务时机把握········································································ 93
第三节
员工行为与顾客心理引导········································································ 97
第七章
旅游专项服务心理技巧····························································· 103
第一节
酒店服务心理······················································································· 103
第二节
餐饮服务心理······················································································· 110
第三节
导游服务心理······················································································· 113
第八章
旅游从业人员的心理素质························································· 122
第一节
仪表、气质与服务表现·········································································· 122
第二节
性格、情感与服务热情·········································································· 125
第三节
意志、能力与服务水平·········································································· 129
第九章
旅游企业员工心理及行为管理····················································· 135
第一节
旅游企业员工个体心理差异及管理·························································· 135
第二节
旅游企业员工心理保护和调适································································ 142
第十章
领导与管理激励······································································ 148
第一节
领导行为与员工心理············································································· 148
第二节
领导风格与情景权变············································································· 158
第三节
管理激励与团队士气············································································· 162
参考文献························································································· 169
