生态旅游地游客环境友好行为的形成机制——以莽山国家级自然保护区为例  

Formation of tourists' environmentally friendly behavior in ecotourism destinations: A case from Mangshan National Nature Reserve

作　　者：黄静波 范香花[2] 黄卉洁 

机构地区：[1]湘南学院旅游管理学院,郴州423000 [2]四川大学旅游学院,成都610065 [3]四川师范大学地理与资源科学学院,成都610100

出　　处：《地理研究》2017年第12期2343-2354,共12页Geographical Research

基　　金：国家自然科学基金项目(41271148);湖南省教育厅项目(湘教通[2016]436号)

摘　　要：近年来,随着生态旅游的迅速发展,生态旅游目的地环境问题日益突出,严重阻碍了生态旅游目的地的健康可持续发展。从认知角度出发,实证分析旅游者环境知识、感知价值、感知消费效力及环境态度四个解释变量在旅游者环境友好行为形成过程中的作用,构建结构方程模型。以湖南莽山国家级自然保护区旅游者为调查对象,获取一手数据,借助于SPSS 22.0、AMOS 21.0统计软件进行分析。研究发现:(1)环境知识在环境友好行为形成过程中发挥着重要作用,对环境友好行为的总效应最大,标准化总影响系数达到了0.576;(2)环境知识是感知价值、感知消费效力及环境态度的重要前因变量,对三个因变量的影响路径系数分别为0.479、0.484、0.436;(3)环境态度是环境友好行为重要的直接预测指标,在环境友好行为的三个直接影响变量中,环境态度对环境友好行为(0.370)的影响最大,其次是感知价值(0.258),感知消费效力(0.158)对环境友好行为的影响程度最小。研究结果为生态旅游地游客环境友好行为的激发及培育提供理论支撑。The degradation of environmental quality poses a major challenge to many destinations, especially ecotourist sites, which reduces its attractiveness and competitiveness, and will negatively affect its further sustainable development of tourism. To mitigate this phenomenon, it is critical to identify the factors affecting individuals＇ environmentally friendly behavior. This study, from the cognition perspective, uses a synthetic behavioral model to examine the effects of environmental knowledge, perceived value, environmental attitude, and perceived consumer effectiveness on environmentally friendly behavior of tourists engaged in ecotourism. Based on the published literature, eight hypotheses are proposed as follows： Hla： environmental knowledge has a significant direct effect on perceived value; Hlb： environmental knowledge has a significant direct effect on environmental attitude; Hlc： environmental knowledge has a significant direct effect on perceived consumer effectiveness; H2a： perceived value has a significant direct effect on environmental attitude; H^b： perceived value has a significant direct effect on environmentally friendly behavior; H3a： perceived consumer effectiveness has a significant direct effect on environmental attitude; H3b： perceived consumer effectiveness has a significant direct effect on environmentally friendly behavior; H4： environmental attitude has a significant direct effect on environmentally friendly behavior. The first-hand data are collected from ecotourists at Mangshan National Nature Reserve in Hunan province by random intercepting method, and data collection yields 357 valid questionnaires. Then the analysis is carried out by means of SPSS 22.0 and AMOS 21.0. The findings showed that environmental knowledge plays a key role in the formation of environmentally friendly behavior, which has the largest total effects on environmentally friendly behavior with the value of 0.576, compared to other explanatory variables of environmentally friendly behavior. Envir

关 键 词：环境知识 感知价值 感知消费效力 环境态度 环境友好行为 莽山 

分 类 号：F592.7[经济管理—旅游管理]