旅游心理学

目 录 总 论······························································································· 1 **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 **章 旅游消费行为的心理背景···························································· 12 **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 **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 **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 **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 **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 **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 **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 **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 **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 **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