旅游型新农村的价值提升路径——从游客满意度到环境责任行为  

The Value Improvement of the Tourism-oriented New Countryside from Tourist Satisfaction to Environmental Liability Behavior

作　　者：何玮[1] 高明[1] 

机构地区：[1]浙江旅游职业学院酒店管理系,浙江杭州311231

出　　处：《宁波大学学报（人文科学版）》2017年第2期104-109,共6页Journal of Ningbo University：Liberal Arts Edition

基　　金：2016浙江省高校访问工程师课题"浙江省旅游风情小镇创建要素评价体系研究"(FG2016057);2016浙江省高校访问工程师课题"服务共享式合作模式与实现机制研究:浙江省旅游业的实证"(FG2016055)

摘　　要：将满意度作为中间变量,在乡村旅游情境下构建了旅游者感知价值对环境责任行为影响的结构方程模型,探究旅游型新农村价值提升路径。结果显示:旅游者感知价值中的成本和社会两个维度仅通过满意度间接影响环境责任行为;而管理服务、体验和资源价值对环境责任行为呈显著的正相关。据此,旅游型新农村的建设管理者应以感知价值为突破口,放大绿色旅游效应,在引导旅游者环境责任行为的过程中新型城镇化与乡村旅游的协同共进,进而提升旅游型新农村价值。Based on domestic and foreign researches, the paper constructed the structural equation model of the impact of perceived value of tourists on environmental liability behavior in the context of rural tourism. It offered some feasible suggestions on the path of promoting the value of tourism-oriented new countryside from the perspective of environmental behavior. The study showed that： perceived value, as a pre-variable, was a key role of the behavioral intention. The perceived value of tourists and the social dimension only influence indirectly the environmental liability behavior through satisfaction, while the management service value, experience value and resource value have significant positive correlation with environmental responsibility behavior. Therefore, the management of tourism-oriented new countryside should take perceived values as a breakthrough, enlarging the green tourism effect, promoting the organic integration of the rural tourism and the new rural construction, thereby enhancing the value of tourism- oriented new countryside.

关 键 词：旅游型新农村 游客 满意度 环境责任行为 

分 类 号：F590.3[经济管理—旅游管理]