水乡古镇旅游者低碳旅游行为影响因素分析——以昆山市周庄、锦溪、千灯古镇为例  

An Analysis of the Influential Factors of Low Carbon Travel Behavior of Tourists in Ancient Water Towns: A Case Study of Zhouzhuang,Jinxi,and Qiandeng in China

作　　者：张宏 黄震方[2] 琚胜利[3] ZHANG Hong1, HUANG Zhenfang2, JU Shengli3(1. Economic and Trade Department, Kunshan Open University, Suzhou 215300, China; 2. College of Geographic Science, Nanjing Normal University, Nanjing 210023, China; 3. Tourism and Foreign Language Institute, Technical College of Economic Trade of Jiangsu Province, Nanjing 211168, Chin)

机构地区：[1]昆山开放大学经贸管理系,江苏苏州215300 [2]南京师范大学地理科学学院,江苏南京210023 [3]江苏经贸职业技术学院旅游外语学院,江苏南京211168

出　　处：《旅游科学》2017年第5期46-64,共19页Tourism Science

基　　金：国家自然科学基金项目"新型城镇化背景下乡村旅游地的文化恢复与重构模式研究"(41671137);江苏高校哲学社会科学基金项目"苏南古镇旅游者低碳旅游行为及影响因素研究"(2016SJD630034);教育部人文社科规划基金项目"乡村旅游地网络关注度特征与客流空间协动效应研究"(16YJAZH025)

摘　　要：旅游者低碳旅游行为是低碳旅游开发的关键。本文以昆山市的周庄、锦溪、千灯3个水乡古镇为案例地,通过文献分析法、访谈法、问卷调查法构建水乡古镇旅游者低碳旅游行为影响因素结构关系模型,探讨低碳旅游动机、低碳旅游环境、低碳环境教育、低碳旅游认知、低碳旅游参与意愿和低碳旅游行为之间的关系。研究发现:(1)在水乡古镇,低碳旅游动机、低碳旅游环境、低碳环境教育均对旅游者低碳旅游行为产生正向影响,低碳旅游认知、低碳旅游参与意愿均对旅游者低碳旅游行为产生极显著正向影响。(2)低碳旅游动机对旅游者低碳旅游认知产生正向影响,对旅游者低碳旅游参与意愿产生显著正向影响。低碳旅游环境对旅游者低碳旅游认知产生显著正向影响,对旅游者低碳旅游参与意愿产生正向影响。低碳环境教育对旅游者低碳旅游认知、低碳旅游参与意愿均产生正向影响。低碳旅游认知对旅游者低碳旅游参与意愿产生极显著正向影响。(3)古镇旅游者主要抱有亲近自然旅游动机,部分旅游者怀有低碳体验旅游动机;古镇低碳旅游环境主要体现在低碳交通方面;古镇主要开展了常规低碳环境教育;古镇旅游者对于低碳旅游主要表现为表层认知,深度认知缺乏;古镇旅游者主要具有普通低碳旅游参与意愿;古镇旅游者低碳旅游行为主要表现为低碳游览,低碳食宿表现也较好。在分析研究的基础上,针对性地提出提升古镇旅游者低碳旅游行为的策略建议,以期为古镇环境保护部门提供有价值的参考,促进景区低碳旅游环境建设。Low carbon travel behavior of tourists is the key of low carbon tourism development. This paper took three ancient towns （Zhouzhuang, Jinxi, and Qiandeng） as cases in point, used six structural variables （low carbon tourism motivation, low carbon tourism environment, low carbon environmental education, low carbon tourism cognition, low carbon tourism participation willingness and low carbon travel behavior） to build a structural relationship model of the impact mechanism of low carbon travel behavior of tourists, and applied the SPSS social science statistical software and the AMOS structural equation model software to analysis the questionnaires. The results are ： 1 ） Low carbon tourism motivation, low carbon tourism environment, and low carbon environmental education all have positive impacts on the low carbon travel behavior of tourists, and low carbon tourism cognition and low carbon tourism participation willingness all have significant positive impacts on the low carbon travel behavior of tourists in the ancient towns. 2 ） Tourist motives have positive impact on the low carbon tourism cognition and significant positive impact on the low carbon tourism participation willingness of tourists; low carbon tourism environment has significant positive impact on the low carbon tourism cognition and positive impact on the low carbon tourism participation willingness of tourists ; low carbon environmental education has positive impact on the low carbon tourism cognition and the low carbon tourism participation willingness of tourists; and low carbon tourism cognition has significant positive impact on the low carbon tourism participation willingness of tourists. 3 ） Ancient town tourists mainly have close-to-nature tourism motivation while some have low carbon experience tourism motivation; the low carbon tourism environment of ancient towns mainly demonstrates in the low carbon transportation while the low carbon living environment needs to be strengthened; the ancient towns mainly conducted regular

关 键 词：低碳旅游行为 低碳旅游动机 低碳旅游环境 低碳环境教育 低 碳旅游认知 低碳旅游参与意愿 影响因素 水乡古镇 

分 类 号：F592[经济管理—旅游管理]