“面子”文化对游客消费行为的影响及应对策略
The Influence of “Face” Culture on Tourists’ Consumption Behavior and Its Coping Strategies

具有浓厚中国色彩的“面子”文化是影响游客消费行为的重要因素。受“面子”文化影响的游客具有消费群体广且稳定性强、注重主观心理感受以及展示性与被动性的特点。旅游目的地应当重视旅游地品牌塑造，打造差异化、高端化旅游产品，积极利用网络媒介，扩大口碑传播效应，引导“面子”旅游消费健康发展。
The “face” culture with strong Chinese characteristics is an important factor affecting the con-sumption behavior of tourists. Tourists influenced by the “face” culture have the characteristics of having gigantic consumer groups and strong stability, focusing on psychological feelings, willing to perform and being susceptible. Tourist destinations should pay attention to the brand building, create differentiated and high-end products, actively use the network media, strengthen the oral communication effect, and guide the sustainable development of “face” tourism consumption.