旅游者参与低碳旅游意愿的驱动因素与形成机制:基于计划行为理论的解释  

The Driving Factors and the Formation Mechanism of Tourists' Intention Participating in Low-carbon Tourism:Based on Theory of Planned Behavior

作　　者：胡兵[1] 傅云新[2] 熊元斌[1] 

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072 [2]暨南大学管理学院,广东广州510632

出　　处：《商业经济与管理》2014年第8期64-72,共9页Journal of Business Economics

基　　金：中央高校基本科研业务费专项资金资助项目"游客低碳旅游行为的影响因素与管制政策--基于计划行为理论的实证研究"(2013105010210);教育部人文社会科学项目"基于感知价值的旅游低碳消费研究"(10YJA630032)

摘　　要：为揭示旅游者参与低碳旅游意愿的驱动因素和形成机制,文章基于计划行为理论,检验低碳旅游情境下行为态度、主观规范和自我效能感对低碳旅游意愿的影响效应。通过对512份样本数据进行结构方程模型分析发现:(1)行为态度和自我效能感对低碳旅游意愿存在正向显著影响,尤其是行为态度的影响力更强烈;(2)尽管主观规范未能直接作用于低碳旅游意愿,而主观规范对行为态度和自我效能感与低碳旅游意愿的关系存在负向调节效应。基于上述结论,文章提出了旅游者参与低碳旅游意愿的干预路径与管理启示。To reveal the driving factors and formation mechanism of tourists＇ intention participating in low-carbon tourism, based on theory of planned behavior, this research tests the effects of attitude toward the behavior, subject norm and self-efficacy on low-carbon tourism intention. Through the structure equation model analysis based on 512 samples data, the authors show： （1） Attitude toward the behavior and self-efficacy have positive significant impact on low-carbon tourism intention, and attitude toward the behavior has the greatest impact on low-carbon tourism intention; （2） Although subjective norm fails to act directly on the low carbon tourism intention, however, the relationship between low-carbon tourism intention and attitude toward the behavior, self-efficacy are negatively moderated by subjective norm. Based on the above conclusions, the authors propose intervention paths and managerial implications of the tourists＇ intention for low-carbon tourism.

关 键 词：低碳旅游 行为态度 主观规范 自我效能感 

分 类 号：F590.8[经济管理—旅游管理]