Tourist socialization process suggest that family and friends shape tourist's cognition, and in turn their behaviors. A conceptual model is developed that investigates tourists' perceived risk as an underlying mechanism between tourism activity type, travel companion type and purchase decisions to illustrate tourist socialization process in tourism activity decision-making. This study further investigates the potential moderation of scarcity appeals on tourist socialization process. A questionnaire survey and three situational experiments were conducted to test hypothesized relationships. Findings indicate that when accompanied by friends (vs. family), tourists have higher purchase intentions toward challenging tourism activities; when accompanied by family (vs. friends), tourists have higher purchase intentions toward relaxing tourism activities. Additionally, tourist's perceived risk mediates the socialization process in tourism activity decision-making, but this effect is attenuated in demand-framed (vs. supply-framed) scarcity appeals.

中文翻译：

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旅游活动决策中的游客社会化过程：稀缺诉求的调节


游客社会化过程表明，家人和朋友塑造了游客的认知，进而塑造了他们的行为。开发了一个概念模型，研究游客的感知风险作为旅游活动类型、旅行同伴类型和购买决策之间的潜在机制，以说明旅游活动决策中的游客社会化过程。本研究进一步调查了稀缺性诉求对旅游者社会化过程的潜在调节作用。进行了问卷调查和三个情境实验来测试假设的关系。研究结果表明，当有朋友（相对于家人）陪伴时，游客对具有挑战性的旅游活动有更高的购买意愿；当有家人（相对于朋友）陪伴时，游客对休闲旅游活动的购买意愿更高。此外，游客的感知风险会调节旅游活动决策中的社会化过程，但这种影响在需求框架（相对于供应框架）的稀缺诉求中会减弱。