计划行为还是理性行为?上海居民近城游憩行为研究  

PLANNED BEHAVIOR OR REASONED ACTION?THE STUDY ON SHANGHAI RESIDENTS' SUBURBAN RECREATION BEHAVIORS

作　　者：党宁 吴必虎[2] 张雯霞 

机构地区：[1]华东师范大学经济与管理学部,上海200241 [2]北京大学城市与环境学院旅游研究与规划中心,北京100871

出　　处：《人文地理》2017年第6期137-145,共9页Human Geography

基　　金：教育部人文社会科学研究规划青年基金项目(11YJC790032);上海市哲学社会科学规划青年基金项目(2011EZH002)

摘　　要：在短途游憩渐成一种生活方式新常态的背景下,本文借鉴经典的理性行为理论与计划行为理论,构建城市居民近城游憩行为结构方程模型,讨论在中国情境下受时空制约较小的短途游憩行为及决策影响因素,并对上海317个样本进行实证检验。结果表明,相较于TPB模型,TRA模型对上海城市居民的近城游憩行为具有更好的解释力:态度与主观规范对近城游憩行为意向有正面影响,而行为意向能够直接预测实际游憩行为。通过对TRA与TPB在旅游与游憩研究中适用性的比较,拓展了两种理论在旅游与游憩行为研究中的应用边界。本文不仅为地方政府发展环城游憩带、鼓励市民开展近城游憩活动提供了理论依据,也为开发与经营近城游憩产品的企业制定有效的市场营销策略提供了借鉴。With the rapid development of economy in China and the increasing demands for recreation, it has been a popular life style and new normal for urban residents to spend their weekends and holidays for recreation at suburbs areas, which was named ReBAC （Recreational Belt around Cities） by previous literatures. Based on the classic TRA and TPB models and taking Shanghai as example, this study attempted to con- struct a theoretical model of urban residents＇ recreation behaviors at suburban area in China, and to test the applicability of TRA and TPB models both in the context of China mainland and for the short-haul recre- ation. 317 Shanghai residents who had recreation behaviors in the past year were surveyed, and Mplus 7.4 software was used to construct a structural equation model to explore relations among residents＇ attitude, sub- jective norm, and perceived behavioral control towards suburban recreation with their behavior intention and actual behavior. The results showed that： 1） Shanghai residents＇ attitude and subjective norm towards subur- ban recreation have significant positive effects on their suburban recreation behavioral intention, and attitude plays a more important role than subjective norm; 2） Shanghai residents＇ intention of suburban recreation has a direct impact on their actual suburban recreation frequency; 3） Residents＇ perceived behavior control towards suburban recreation was not found to be related to their behavior intention or actual behavior, which shows TRA model more than TPB model has a good explanatory power to Chinese urban residents＇ suburban recreation behaviors.

关 键 词：TRA模型 TPB模型 近城游憩行为 环城游憩带 上海 

分 类 号：F59[经济管理—旅游管理]