Research on Cultivating Cultural Self-Confidence in Tourism Management Majors in Higher Vocational Colleges Based on the Cognition-Affect-Behavior Model

Abstract

Against the dual background of the in-depth advancement of cultural tourism integration and the high-quality development of vocational education, the talent cultivation of tourism management majors in higher vocational colleges is accelerating its transformation from skill-oriented to culture communication-oriented. Cultural self-confidence has become an indispensable core literacy for cultural and tourism talents in the new era. Aiming at the practical dilemmas in cultivating cultural self-confidence among tourism management students in higher vocational colleges, such as fragmented cognition, superficial affection, and separated behavior, this study takes the Cognition-Affect-Behavior (C-A-B) model as the theoretical framework to construct a progressive cultivation system of "cognition laying the foundation – affection empowering – behavior practicing". Adopting a mixed research method combining quantitative and qualitative approaches, this study conducted a questionnaire survey on 368 tourism management students from 2 higher vocational colleges and semi-structured interviews with 10 teachers and 15 students to systematically examine the internal transmission mechanism and cultivation intervention effects among cultural cognition, cultural affection, and cultural behavior. The results show that cultural cognition has a significant positive impact on cultural affection, and cultural affection has a significant positive impact on cultural behavior. The integrated cultivation path of "curriculum integration – experience strengthening – vocational transformation" can significantly improve students' cultural self-confidence. Accordingly, this study proposes a three-dimensional cultivation path and a three-dimensional evaluation system adapted to the integration of "post-course-competition-certificate" in higher vocational education, and develops supporting tools such as curriculum design guidelines, practical activity manuals, and effect evaluation scales. This study not only enriches the psychological theoretical perspective of cultural education in vocational education, but also provides a replicable and promotable practical paradigm for tourism management majors in higher vocational colleges to implement the fundamental task of fostering virtue through education and achieve the integration of morality and skills.