旅游者对旅游生态标签认证的态度差异及影响因素  

Tourists’Attitude Differences and Influencing Factors of Tourism Eco-labels Certification

作　　者：姚治国 YAO Zhiguo(School of Business of Lishui University,Lishui 323000,China;Institute of Management and Economics of Tianjin University,Tianjin 300072,China)

机构地区：[1]丽水学院商学院,浙江丽水323000 [2]天津大学管理与经济学部,天津300072

出　　处：《地域研究与开发》2022年第5期84-90,共7页Areal Research and Development

基　　金：国家社会科学基金项目(20BGL156);天津市哲学社会科学项目(TJGL20-020);教育部人文社会科学研究青年基金项目(17YJC630200)。

摘　　要：旅游者的环境态度影响着决策选择行为,旅游生态标签认证能激发消费者的环保意识与购买意愿。以“绿色饭店”生态标签为例,对不同经济社会属性旅游者的旅游生态标签认证态度进行异质性分析,探索旅游生态标签认证激励的影响机制。结果表明:旅游者对旅游生态标签认证影响的态度呈现二分性特征,既有正面态度因子,也有负面态度因子;根据旅游生态标签认证态度差异,旅游者可分为“积极的支持者”“理性的支持者”“激烈的反对者”3种类型,不同类型旅游者对态度因子的赋值不同,消极态度旅游者具有转化为积极态度旅游者的潜能;旅游者经济社会属性与态度变量之间存在内在关联,不同属性特征旅游者对旅游生态标签认证态度呈现出明显差异。This paper uses the“Green Hotel”eco-label as a case to analyze the heterogeneity of tourist eco-label certification attitudes and to explore the motivation mechanism that could improve the incentive effect of tourism eco-label certification.The results are presented as follows:Tourists’attitudes towards the impact of eco-label certification show complex and diverse characteristics,which include both positive and negative attitude factors.Compared with their foreign counterparts,Chinese tourists have a stronger positive attitude toward tourism eco-label certification.According to the distribution differences in tourism eco-label certification attitudes,tourists can be divided into three types:“active supporters”“rational supporters”,and“aggressive opponents”.The proportions and satisfaction with attitude factors of different types of tourists are significantly distinct,but tourists with negative attitude have the potential to be transformed into high positive attitudes ones,which is one of the working directions tourism management departments strive for.There is an inherent correlation between the economic and social attributes of stakeholders and attitude variables.Tourists with different genders,ages,education levels,occupational types,and income levels show significant differences in attitudes towards tourism eco-label certification.

关 键 词：旅游者 旅游生态标签 认证 态度 

分 类 号：F590[经济管理—旅游管理]