海洋生态旅游参与意愿及影响机制研究--基于亲环境行为视角  

Research on Public Willingness to Participate in Marine Ecotourism and Its Influence Mechanism

作　　者：高琴 孙梦梦 李振瑞 GAO Qin;SUN Meng-meng;LI Zhen-rui(Shandong Technology and Business University,Yantai 264005,China)

机构地区：[1]山东工商学院国际商学院,山东烟台264005 [2]山东工商学院管理科学与工程学院,山东烟台264005

出　　处：《山东工商学院学报》2023年第2期100-108,121,共10页Journal of Shandong Technology and Business University

基　　金：山东省社会科学规划项目“基于CVM的滨海旅游生态资源非使用价值评估——以山东省半岛蓝色经济区为例”(13DJJJ01);山东省自然基金项目“山东省低碳试点城市碳排放达峰预测及深度减排路径研究”(ZR2020MG053);山东工商学院财富管理特色研究项目“海洋生态旅游资源非使用价值评价——基于炫耀性消费视角”(2022YB11)。

摘　　要：以山东省烟台市为例,利用专题调研获取的473份数据,试图从人类亲环境行为的角度探讨公众参与海洋生态旅游意愿,以“价值-信念-规范”(VBN)模型为理论基础,构建海洋生态旅游意愿结构方程模型,探析公众参与海洋生态旅游意愿的影响因素,揭示公众参与海洋生态旅游意愿的潜在动机。结果表明,VBN模型能有效地解释公众参与生态旅游的意愿;个人规范及利他主义价值观对海洋生态旅游意愿有显著正向影响;生物圈价值观对生态观念、生态观念对后果意识以及责任归属对个人规范有显著正向影响;利己主义价值观对生态观念、后果意识对责任归属有显著负向影响;利他主义价值观对生态观念的影响不显著。Taking Yantai Shandong Province,as an example,using 473 data obtained from the special investigation,this paper attempts to explore the public's willingness to participate in marine eco-tourism from the perspective of human Pro environment behavior.Based on the"Value-Belief-Norm"(VBN)model,it constructs a structural equation model of marine eco-tourism willingness,analyzes the influencing factors of public participation in marine eco-tourism behavior,and reveals the potential motivation of public participation in marine eco-tourism.The results show that VBN model can effectively explain the willingness of the public to participate in ecotourism:personal norms and altruistic values have a significant positive impact on the willingness of marine ecotourism;Biosphere values have a significant positive impact on ecological concept,ecological concept on consequence consciousness and responsibility attribution on personal norms;Egoistic values have a significant negative impact on ecological concept,consequence consciousness and responsibility attribution;Altruistic values have no significant impact on ecological concepts.

关 键 词：海洋环境保护 海洋生态旅游 参与意愿 

分 类 号：F590.7[经济管理—旅游管理]