Research On Check-in Tourism Behaviors Based On Neo-Tribalism

Since the We Media platform has become more and more significant,affecting people's lives,it has brought about great changes in people's lifestyle,work interaction and behavior orientation.The "check-in tourism" model has created a wave of tourism market.Check-in popular destination has become a trend that cannot be ignored.Major online travel agents and travel agencies have launched corresponding check-in travel routes and products.Many tourist destinations are also competing to pose the marketing slogan of "Popular City" and "TikTok City".The tourism academic community's attention to this phenomenon is concentrated on the media and marketing,while research on the behavior of tourists and analysis of the nature of check-in behavior from the time and space dimension are relatively less.Combining the theory of Neo-tribalism and the theory of identity,this paper analyzes 378 check-in travel videos in Chongqing,Xi'an and Chengdu,three popular check-in places on TikTok.The thematic analysis method and content analysis method are used to process 21,588 characters which are the text data.The study illustrates that the essence of the TikTok platform attracting tourists to check-in is in line with the sentimental sense of "being together" emphasized by neo-tribalism.The TikTok conveys the emotional value that meets the identity of the tourists,and turns people's motives from pursuit of difference to pursuit of identity.In addition,this paper analyzes the tourist check-in tribe from individuals,and sorts out the order of individual check-in behaviors from identifying the tribe,selecting the tribe,supporting the tribe,to integrating into the tribe.In addition,it also divides and defines the roles of the tribal participants by thematic analysis.Features include "Chief of tribe","Promoter of the Tribe","Star of the tribe","Follower of the tribe" and "New Prominent".Therefore,this paper proposes the construction model of tourism check-in tribe from the media platform;d each role participates in the tribe construction process,and each plays an important role for the tribe.The new tribes established by the "chiefs"share the emotional value of the tribe.After the birth of the tribe,it was identified and selected by other individuals,and further supported and integrated into the tribe through check-in traveling.The tribe continues to grow and grow steadily with the addition of new members.However,once the tribe members no longer maintain a common emotional attachment to the tribe,they will leave the tribe,making it disbanded.Meanwhile,this study analyzes tourists' check-in behavior and devises four check-in tribe models based on spatial dimension--centralized peak-point check-in,check-in-popularity synchronization,peak-point decentralized check-in,and multiple peak-point check-in.Five tribes are identified based on the spatial distribution characteristics of tourists' check-in behavior--the Foodie tribe,Trendsetter tribe,Arty Youth tribe,Life Experience tribe,and Cutism tribe.The study found that with the development of Internet technology,tribes can no longer be clearly defined in the space of the entity.The emergence and popularity of new technologies allows tribal members to no longer need direct contact at the same place.Therefore,this paper proposes a network tribe agglomeration model of spatio-temporal separation.Based on the research conclusions above,this paper first deepens the theory of neo-tribalism.The representative and important individuals in the group were discussed,and the network tribes separated by time and space were proposed,which raised new thinking and challenges to the instability of the essence of neo-tribalism.Secondly,this paper enriches the micro case of neo-tribalism theory in tourism research,and also provides more ideas for analyzing the space-time behavior of tourists by online social media data.Moreover,this paper has a good guiding significance for the transformation of the development idea of tourism destination products and labeling precision marketing.The elements that make up tourism attractions can be extended to unstructured emotional experiences,and similar experiences,emotions,and atmospheres can be used as tourist attractions.In the past,the way of dividing the target population based on gender and age is no longer in line with the emotional pursuit of contemporary tourists.On the basis of emotional experience as an attraction,the development of tourism products should also meet the tribal label of the targeted population,and proposes accurate and effective marketing strategies.