旅游者环境态度-行为差距影响因素研究——享乐偏好、感知效力、环境行为成本的调节作用  

nfluences on tourists’environmental attitude-behavior gap:The moderating effects of enjoyment preference,perceived effectiveness and environmental behavior cost

作　　者：王娜 周翔[2] 卢学英[1] 张胜武[1] 许云华[1] WANG Na;ZHOU Xiang;LU Xueying;ZHANG Shengwu;XU Yunhua(School of Business Administration,Anhui University of Finance and Economics,Bengbu 233030;School of Finance,Anhui University of Finance and Economics,Bengbu 233030,China)

机构地区：[1]安徽财经大学工商管理学院,蚌埠233030 [2]安徽财经大学金融学院,蚌埠233030

出　　处：《干旱区资源与环境》2023年第10期175-182,共8页Journal of Arid Land Resources and Environment

基　　金：国家社科基金一般项目(20BJL103);安徽高校自然科学研究重点项目(KJ2021A0475);安徽财经大学重点科研项目(ACKYB20010);安徽财经大学教学研究重点项目(acjyzd2022007)资助。

摘　　要：旅游者的环境态度与其环境责任行为之间不具有天然的一致性,二者之间存在差距。探析旅游者环境态度对其环境责任行为的微观影响机制,尝试提出“享乐偏好-感知效力-环境行为成本”作为调节变量的解释框架。基于对泰山风景区游客的493份调查问卷,采用定序Logistic回归方法进行分析。结果表明:1)旅游者环境态度与环境责任行为倾向之间呈微弱正相关关系。2)感知效力正向调节旅游者环境态度对环境责任行为倾向的直接影响关系。3)享乐偏好和环境行为成本负向调节旅游者环境态度对环境责任行为倾向的直接影响关系。据此,通过提高游客感知效力,以游客的利益诉求为出发点普及低碳理念,倡导简约环保的绿色旅游方式,降低旅游者环境行为实施成本等干预策略的实施,以期弥合旅游者环境态度-行为之间的差距。There is no natural consistency between tourists'environmental attitudes and their environmental responsibility behaviors,but there is a gap between them.In order to explore the micro impact mechanism of tourists'environmental attitudes on their environmental responsibility behavior,this paper attempts to put forward the explanatory framework of"enjoyment preference-perceived effectiveness-environmental behavior cost"as moderating variables.Based on 493 questionnaires of tourists in Mount Tai Scenic Area,the analysis was carried out by using ordinal logistic regression method.The research conclusions are as follows:1)There is a weakly positive correlation between tourists'environmental attitudes and environmental responsibility behaviors.2)Perceived effectiveness positively moderates the direct impact of tourists'environmental attitudes on environmental responsibility behaviors.3)Enjoyment preference and environmental behavior cost negatively moderate the direct impact of tourists'environmental attitude on environmental responsibility behavior.Accordingly,the implementation of intervention strategies such as improving tourists'perceived effectiveness,popularizing the low-carbon concept based on tourists'interest demands,advocating simple and environment-friendly green tourism,and reducing the implementation cost of tourists'environmental behaviors are expected to bridge the gap between tourists'environmental attitudes and behaviors.

关 键 词：享乐偏好 感知效力 环境行为成本 环境责任行为 旅游者环境态度-行为差距 

分 类 号：F590[经济管理—旅游管理]