Study On The Changes Of Tourist’s Social Behavior Based On Binary Behavioral Theory

The further development of tourism industry makes the study of tourist’s behavior more and more important. As a part of tourist’s behavior research, Binary Behavior Theory provides a new perspective for the study of the fundamental tourism theory. As a part of Binary Behavior Theory, tourist’s social behavior need to be improved further through empirical study. Study on tourist’s social behavior changes can not only to carry it, but can discover the change rules of tourist’s social behavior in tourism destination, and which will help to strengthen the awareness and guidance of tourist’s behavior, and further to develop and improve the Binary Behavior Theory.In this study, we used critical incident technique, grounded theory and other methods explored the change of tourists’ social behaviors, the reasons of changes and the tourists’ authenticity perceive for their behavior changes. Then we discussed the difference between tourists’ behavior change perceive for their own and for their companions.This study finally get the following conclusions:①The changes of tourists’ social behavior are mainly in seven aspects which are costumes alienation, language broadening, character steering, interest shifted, tolerant tendencies, mutual orientation and risk-taking tendency;②Most of the tourists showed an acceptable attitude to the social behavior changes of their own and the companion’s, and thunk the behavior of their own is more real;③The reasons of the behavior changes were mainly contain cultural differences, the needs of self-directed, tourism identity, psychological factors, the needs of role adaptation and personal values-oriented. Then tourism identity is a direct reason and a kind of reflective thinking of tourists in different environment, about who they are, where they are, what to do and so on. And in the process of tourism identity, cultural environment provides the carrier for the tourists to seek recognition, self-demand oriented of tourists becomes the main driving force of the tourists with different value. At the same time, the psychological factors, role adoption and personal values are the concrete factors for tourists’ behavior change in order to adapt to different cultural environment;④The differences between the personal perception of tourists’ social behavior and perception of their companion are mainly in three aspects which are the presence of differences, the difference of behaviors and the difference of the authenticity perception.