传统村落旅游真实性对旅游者环境责任行为的影响研究——怀旧和道家生态价值观的作用  

Effect of tourism authenticity on tourist's environmentally responsible behavior of traditional village:Roles of nostalgia and Taoist ecological value

作　　者：金红燕 孙根年 张兴泰 冯庆 JIN Hongyan;SUN Gennian;ZHANG Xingtai;FENG Qing(School of Geography and Tourism,Shaanxi Normal University,Xi'an 710119,China;School of Tourism Management,Sun Yat-sen University,Zhuhai 519082,Guangdong Province,China)

机构地区：[1]陕西师范大学地理科学与旅游学院,陕西西安710119 [2]中山大学旅游学院,广东珠海519082

出　　处：《浙江大学学报（理学版）》2022年第1期121-130,共10页Journal of Zhejiang University（Science Edition）

基　　金：国家社会科学基金资助项目(20BJY204);国家自然科学基金资助项目(41901144);中央高校基本科研业务费专项(2021CBWY004)。

摘　　要：引导旅游者实施环境责任行为是应对传统村落环境困境、实现文化遗产保护的有效途径。以刺激-机体-反应理论为基础,引入中介变量怀旧和调节变量道家生态价值观,用以探讨传统村落情境下旅游真实性对旅游者环境责任行为的影响机制和作用边界。采用层级回归分析方法,对宏村349名游客的问卷调查进行了分析,结果表明:(1)客体真实性和存在真实性对旅游者环境责任行为均具有显著的促进作用;(2)怀旧分别在客体真实性、存在真实性与旅游者环境责任行为的关系中扮演中介角色;(3)道家生态价值观显著正向调节怀旧情绪对旅游者环境责任行为的影响;(4)道家生态价值观分别调节怀旧在客体真实性、存在真实性与旅游者环境责任行为之间的中介作用。据此,应加强对传统村落资源的保护,注重打造原生态体验等,不断增强旅游者的真实性感知和怀旧情绪,进而在传统村落可持续发展中提升旅游者环境保护的参与水平。It is an effective way to guide tourists'environmentally responsible behavior(TERB)to combat the environmental dilemmas of traditional village and achieve cultural heritage protection.Based on the Stimulus-Organism-Response theory,an integrated model is constructed and tested to explore the relationship and mechanism between authenticity and TERB,as well as the mediation role of nostalgia and moderation role of Taoist ecological value in the context of traditional village.349 valid questionnaires designed for tourists visiting Hongcun village were collected and the hypothesis is examined using hierarchical regression analysis.The results show that:(1)Both objective authenticity and existential authenticity have significant impacts in promoting TERB.(2)Nostalgia partly mediates the relationships between objective authenticity and TERB as well as that between existential authenticity and TERB.(3)Taoist ecological value significantly positively moderates the influence of nostalgia on TERB.(4)Taoist ecological value moderates indirect effect of nostalgia between objective authenticity and TERB as well as existential authenticity.Therefore,the protection of village traditional resources and tourists'original ecological experience should be reinforced so as to continuously enhance tourists'sense of authenticity and nostalgia,thus improving their participation of environmental protection in the sustainable tourism development of traditional village.

关 键 词：真实性 旅游者环境责任行为 怀旧 道家生态价值观 宏村 

分 类 号：F591[经济管理—旅游管理]