基于扎根理论的游客环保行为影响因素研究  

Research on the affecting factors of tourist environmental protection behavior based on grounded theory

作　　者：姚丽芬[1,2] 龙如银[1] YAO Lifen LONG Ruyin(School of Management, China University of Mining and Technology,Xuzhou 221116, P. R. China School of Tourism, Hebei University of Economics and Business, Shijiazhuang 050061, P. R. China)

机构地区：[1]中国矿业大学管理学院,江苏徐州221116 [2]河北经贸大学旅游学院,河北石家庄050061

出　　处：《重庆大学学报（社会科学版）》2017年第1期17-25,共9页Journal of Chongqing University(Social Science Edition)

基　　金：国家自然科学基金项目"城市居民节能行为影响因素及引导政策研究--以中国东部城市为例"(71273258);河北省高校人文社会科学重点研究基地河北经贸大学现代商贸服务业研究中心资助项目

摘　　要：游客环保行为是影响旅游目的地(旅游景区)环境质量的最主要因素之一,分析游客环保行为的影响因子,并将环保理念转化为游客自觉的行为选择是值得研究的课题。文章依据扎根理论,采用质性研究的方法,在对游客深度访谈资料进行整理的过程中,分别对其进行开放性、主轴和选择性编码,并据此构建游客环保行为的影响因素理论模型。结果表明,影响游客环保行为的主导因素是游客特征因素、游客环境态度因素、游客对景区的情感因素、游客习惯因素、社会因素、促进性条件等六项因素。结果发现,中国传统文化中"穷家富路"的节俭悖论会影响游客环保行为。文章提出的理论模型不仅是对理性行为理论和负责任的环境行为模型的扩展,同时也是对Triandis人际行为理论模型的印证。Tourists environmental protection behavior has great influence on the destination environment. It has been the major task which need to be efficiently resolved to find the key influencing factors,and turn the tourists environmental concepts into the conscious behavior choice. Based on qualitative research method of grounded theory,this paper makes open coding,axial coding and selective coding of depth interview material in order to build the theoretical model of the influencing factors of tourists environmental protection behavior. The result shows that tourists biography characteristics,tourists psychological factors,tourists emotional factors to the scenic area,tourists habits factors,social factors, and situational factors have significant influence on tourists environmental protection behavior. ＂ Practice thrift at home but be amply provided while traveling ＂ is the paradox of thrift in Chinese traditional culture, is found to affect tourists environmental behavior. The theoretical models not only are the extension of the planned behavior theory and the responsible environmental behavior theory, but also confirm the interpersonal behavior theory.

关 键 词：环保行为 扎根理论 人际行为理论 游客 

分 类 号：F590[经济管理—旅游管理]