The Role Confusion And Identity Debugging:the Continuum Model Building Of Visitors’ Citizenship Behavior

Under the circumstance where the uncivilized phenomenon increases rapidly, visitors’citizenship behavior, done by visitors spontaneously and are usually beneficial to other tourism stakeholders, has been getting more and more attention of the relevant administrative departments. Based on the Social Role Theory and Social Identity Theory, this paper clarified the concept of visitors’citizenship behavior by combining the qualitative research and quantitative research methods; also a continuum model of it under the role confusion is constructed, aiming to provide a certain reference in visitors’identity-debugging guiding.On the basis of empirical analysis and theoretical model building, the main conclusions of this paper are as follows:Firstly, visitors’ citizenship behavior in the tourism situation included six dimensions, they are "activity participation", "destination loyalty", "feedback", "help-offering", "behavior supervision" and "fault tolerance". This has both something in common and significant differences with the general customer citizenship behavior.Secondly, currently the overall level of domestic visitors’ citizenship behavior represented by its like in the Zhangjiajie National Forest Park was not high, and tourists can be divided into three kinds according to that level:they were called "passive bystander", "border prowler" and "active participant". Among the six dimensions, visitors’ enthusiasm for "activity participation" was the highest, and that for "fault tolerance" was the lowest; besides, there’s significant difference in visitors’ attitudes towards "behavior supervision".Thirdly, there was a close relationship between visitors’ citizenship behavior and their role:visitors’ citizenship behavior varied as their income class, profession class, education class and tourists role differed; the social class and tourist role had an interaction effect on visitors’ citizenship behavior; there’s significant differences in visitors’income class and visitors role distribution when their citizenship behaviors were different.Fourthly, the role during travel was a continuum of confusion from social class and visitors role, so as the visitors’ citizenship behavior, which can be seen as a continuum of different level(high-low-high) and different orientation (interpersonal -intergroup-interpersonal). The role of self-expression is the foundation of visitors’ citizenship behavior, and personal identity and social identity is the inner motive power of visitors’ citizenship behavior development.