道德规范与旅游者文明旅游行为意愿——基于TPB的扩展模型  

Study on the Relationship between Moral Norm and Tourists' Civilization Tourism Behavioral Intention:An Extended Theory of Planned Behavior Model

作　　者：邱宏亮[1,2] 

机构地区：[1]浙江旅游职业学院 [2]浙江工商大学,博士生杭州311231

出　　处：《浙江社会科学》2016年第3期96-103,159,共8页Zhejiang Social Sciences

基　　金：浙江省自然科学基金青年科学基金项目"常居地-旅游地二元情境下旅游者环境责任行为影响机理及引导政策研究"(LQ15G030002);浙江省社科联重点研究课题"旅游者环境责任行为的结构维度与影响机制研究:浙江实证"(2014Z063);杭州市哲学社会科学规划课题"旅游者文明旅游行为影响机制与引导政策研究:杭州实证"(G16JC014);浙江省教育厅课题"低碳旅游背景下旅游者亲环境行为的形成机理研究:地方依恋视角"(Y201328759);国家旅游局课题"乡村旅游转型升级视域下的老年旅游发展机制及政策保障研究"(15TACG030)的阶段性成果

摘　　要：本文基于TPB视角,引入道德规范,构建了旅游者文明旅游行为意愿影响机理模型。以来杭州国内游客为研究样本,运用结构方程模型方法探讨了主观规范、行为态度、感知行为控制及道德规范对旅游者文明旅游行为意愿的具体影响。研究结果表明:⑴主观规范通过道德规范或行为态度间接影响旅游者文明旅游行为意愿;⑵行为态度直接影响行为意愿;⑶感知行为控制与道德规范对行为意愿均存在部分中介作用,且通过行为态度来实现;⑷道德规范是驱动行为意愿的最重要因素。This paper aims to develop an extended theory of planned behavior(TPB) model which includes moral norm and the components of TPB to predict tourists' civilization tourism behavioral intention. In order to test the extended model, a total of 1392 valid domestic tourists collected in Hangzhou as data input.The empirical results of structural equation modeling(SEM) indicate that:(1) Subjective norm is an antecedent of tourists' civilization tourism behavioral intentionwhile totally mediating the effect of moral norm or attitude towards the behavior;(2)Attitude towards the behavior significantly and directly affects tourists' civilization tourism behavioral intention;(3)Perceived behavioral control significantly and directly affect tourists' civilization tourism behavioral intention while partially mediating the effect of attitude towards the behavior;Moral norm is an antecedent of tourists' civilization tourism behavioral intentionwhile partially mediating the effect of attitude towards the behavior;(4)Moral norm is the most indispensible factor in the extended model.

关 键 词：文明旅游行为意愿 TPB 道德规范 扩展模型 旅游者 

分 类 号：D648[政治法律—政治学]