基于心理账户的乡村旅游地居民环境责任行为演化与促进研究  

A Study on the Evolution and Promotion of Residents’Environmentally Responsible Behaviors in Rural Tourism Destinations Based on Psychological Account

作　　者：吕宛青[1] 汪熠杰 LYU Wanqing;WANG Yijie(School of Business and Tourism Management,Yunnan University,Kunming 650500,China)

机构地区：[1]云南大学工商管理与旅游管理学院,云南昆明650500

出　　处：《旅游科学》2023年第1期23-42,共20页Tourism Science

基　　金：国家自然科学基金项目“西部民族地区旅游地利益诉求演化机理及适应性机制研究(71663061)”;云南省教育厅科学研究基金项目“乡村旅游地居民亲环境行为影响与促进机制研究(2022Y091)”;教育部人文社科基金项目“民族地区阻断规模性返贫长效机制的构建研究(22YJA630060)”。

摘　　要：地方居民是开展和组织乡村旅游活动的核心参与者,促进居民的环境责任行为对乡村旅游可持续发展以及乡村振兴战略实现有重要意义。考虑环境责任行为的正外部性特征,文章在相关研究基础上运用心理账户理论构建演化博弈模型,对乡村旅游地居民环境责任行为的形成演化进行分析。结果表明:首先,心理账户客观存在于居民环境行为决策过程中,且对居民环境责任行为的形成与演化有重要影响。其次,居民的环境行为决策演化既受行为成本、环境契合度、惩罚力度等期望收益相关因素影响,又受效价参照、风险偏好、决策影响系数等有限理性相关因素影响,且仅当乡村旅游地居民进行环境责任行为与对立行为的价值感知收益偏差呈同化正向收敛时,环境责任行为才会成为居民的稳定策略选择。最后,根据博弈结果和数值仿真,对乡村旅游地居民环境责任行为的促进提供措施建议与理论支持。Promoting the environmentally responsible behaviors of local residents who are,the core subjects of rural tourism activities is of great significance to the sustainable development of rural tourism and the realization of rural revitalization strategy.Considering the positive externalities of environmentally responsible behaviors,this paper used the mental accounts theory to construct an evolutionary game model,and analyzed the formation and evolution of environmentally responsible behavior of residents in rural tourism destinations.The results show:(1)mental accounts exist objectively in the decision-making process of residents’behaviors;(2)the decision-making evolution of residents’environmental behaviors is not only affected by behavior cost,environment fit,penalties and other factors,but also by bounded rationality relative factors such as reference to the titer,risk preference,decision-making influence coefficient;(3)environmentally responsible behaviors become a stable strategic choice for residents of rural tourism sites only when the deviations in perceived value gains from performing environmentally responsible behaviors and opposing behaviors assortative converge positively.The paper ended with measures and theoretical supports for promoting the environmentally responsible behavior of residents in rural tourism destinations in accordance with the game results and numerical simulation.

关 键 词：环境责任行为 乡村旅游 当地居民 心理账户 演化博弈 

分 类 号：F590[经济管理—旅游管理]