游客垃圾分类意愿的影响因素及形成机理研究  

A Study of the Influencing Factors and Formation Mechanism of Tourists’Intention to Waste Sorting

作　　者：董雪旺 徐宁宁 崔凤军 管婧婧 王舟杰 DONG Xuewang;XU Ningning;CUI Fengjun;GUAN Jingjing;WANG Zhoujie(School of Business,Taizhou University,Taizhou 318000,China;Taizhou Institute of Culture and Tourism,Taizhou 318000,China;School of Tourism Urban-rural Planning,Zhejiang Gongshang University,Hangzhou 310018,China)

机构地区：[1]台州学院商学院,浙江台州318000 [2]台州市文化和旅游研究院,浙江台州318000 [3]浙江工商大学旅游与城乡规划学院,浙江杭州310018

出　　处：《旅游科学》2023年第4期76-96,共21页Tourism Science

基　　金：浙江省软科学研究计划重点项目“乡村旅游促进共同富裕——基于获得感和幸福感的比较研究”(2022C25039);教育部人文社会科学研究青年项目“精神富有视阈下非物质文化遗产旅游消费影响因素及实现路径研究”(22YJC630174);国家自然科学基金项目“心理所有权视角的居民多层次参与乡村旅游发展的行为研究”(72074194)。

摘　　要：垃圾的源头分类是垃圾减量化和资源化利用的前置条件。然而,游客的垃圾分类行为意愿及其作用机理与居民未必一致,移动性和非惯常环境给游客的垃圾分类行为造成了诸多障碍和干扰,或为其提供了各种不分类的借口,需要进行深入探讨。文章结合计划行为理论、规范激活模型和中立化理论,纳入非惯常环境下的旅游体验和障碍因素,构建了游客垃圾分类意愿影响机制的综合模型;然后,以到访上海的游客为研究对象,通过问卷调查法采集数据,并运用结构方程模型进行了实证分析。结果表明:分类态度、感知行为控制、旅游体验对分类意愿有着显著正向影响;分类态度受主观规范、个人规范的显著正向影响,相较而言个人规范对分类态度的影响明显更大;中立化技术在分类态度和分类意愿的关系中起负向调节作用。最后,文章为旅游目的地引导游客垃圾分类、实现绿色发展提供了若干政策建议。Waste sorting is an important part of ecological civilization construction,and studies of residents’intention to waste sorting have become a hot spot of academic attention.However,a review of the literature reveals that residents’and tourists’waste sorting behaviors and their mechanisms in different contexts are likely to be inconsistent.Mobility and unusual environment can create many barriers and provide various excuses.This study incorporated the Theory of Planned Behavior,the Norm Activation Model,and the Neutralization Theory,incorporated tourism experience and barrier factors in unusual environment,constructed a comprehensive model of the influence mechanism of the tourists’intention to waste sorting,used a questionnaire survey to collect data tourists in Shanghai,and analyzed the data were by using the structural equation model.The results show that:(1)attitude,perceived behavioral control,and tourism experience have a significant positive influence on intention;(2)attitude is affected by subjective norms and personal norms,personal norms has a stronger influence on attitude than subjective norms;(3)neutralization techniques play a negative moderating role in the relationship between attitude toward intention.This study enriched the theory of environmental behaviors of tourists in unusual environment,and provided useful references for tourist destinations to guide tourists to actively implement waste sorting and achieve green development.

关 键 词：垃圾分类 游客行为意愿 计划行为理论 规范激活模型 中立化理论 

分 类 号：X799.3[环境科学与工程—环境工程]