KOREASCHOLAR

RECIPROCAL BEHAVIOR OF THE INBOUND GROUP TUORISTS IN TIBET

Li Hui, Yang Zhenzhi, Li Taohong, Shi Hong
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315005
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.632-650
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Based on the reciprocity theory, a dynamic reciprocal behavior model is verified by sampling the US and French group tourists in Tibet. Result shows that the US group tourists have only negative reciprocity, and French ones have both positive and negative reciprocity, indicating that tourists are more willing to sacrifice their interests to revenge hostile persons.

Keyword
reciprocal behaviorreciprocity theorygroup touristsTibet
Author
  • Li Hui(Sichuan University, China)
  • Yang Zhenzhi(Sichuan University, China)
  • Li Taohong(Sichuan University, China)
  • Shi Hong(Sichuan University, China)