New Construction of Unusual Theory:Based on Embodied Cognition and Dual-system Perspective
As a crucial pillar in tourism research,the discourse on unusual theory persists within academia.However,notable challenges persist,including the lag in theoretical development compared to practical advancements and the absence of effective theoretical dialogue bridging unconventional environments and behaviors.Consequently,this study undertakes a reconstruction of unusual theory through the lenses of embodied cognition and dual-system perspectives.It champions the following three key viewpoints.First,the environment types(usual or unusual)are the subjective consciousness response formed by the individuals receiving environmental information stimuli through embodied senses and after internal cognitive processing,which makes the environment types have the endogenous attributes of embodiment,empirical,variability and individual variance.Second,according to the different engagement level in dual-system operation when processing environmental information cognitively,individuals will form different cognitive states including"usual""intermediate"and"unusual"three types.In different cognitive states,individuals will make distinctions and judgments on the environments at the conscious level.Third,unusual behaviors are the behavioral response of individuals in the unusual cognitive state.Unusual behaviors and unusual environment are explicit and implicit part of individual response and in the association relationship.In tourism context,sensory sensitivity and environmental difference reinforce embodied sensory stimuli from both inside and outside of the tourists,deepen unusual cognitive state,and manifest unusual behaviors.Also,unusual behaviors have typical features of decision-making impulsivity,loss of self-control,emotional dominance,unthinking obedience and mental-accounting manifestation.This study tackled the intricate issues surrounding the distinctions of"subjective or objective"and"offsite or not"in unusual theory research.Simultaneously,it broadened the application scope of unusual theory from physical realms to virtual dimensions,aligning with emerging trends in tourism such as virtual tourism,metaverse-travel,city walk,and more.Shifting from an external standpoint to a humanistic perspective,this study delved into the distinctive mental state of tourists,diverging from their everyday rational state,and leveraged the unusual cognitive state to underscore the specificity of tourism research.Moreover,the theoretical model of unusual behaviors proposed in this study elucidated the underlying mechanisms of tourists'behavioral deviations.This model holds potential for application in traditional services,metaverse environments,virtual games,and other analogous experiential consumption scenarios in the future,facilitating the dissemination of tourism knowledge.
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