旅游者对旅游生态标签认证的感知差异及影响因素  

Tourists'perception differences in the tourism eco-label certification and their influencing factors

作　　者：姚治国 刘飞[3] 相敏 YAO Zhiguo;LIU Fei;XIANG Min(School of Business,Lishui University,Lishui 323000,China;Institute of Management and Economics,Tianjin University,Tianjin 300072,China;Department of International Cooperation and Exchange,Tianjin Foreign Studies University,Tianjin 300204,China;Department of Smart Business Tourism,Shanghai Nanhu Vocational and Technical College,Shanghai 200434,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 [3]天津外国语大学国际合作与交流处,天津300204 [4]上海南湖职业技术学院智慧商旅系,上海200434

出　　处：《海南大学学报（人文社会科学版）》2024年第1期147-157,共11页Journal of Hainan University （Humanities & Social Sciences）

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：生态标签认证是实现旅游资源生态价值的重要途径,在国家“生态优先,绿色发展”战略指引下,旅游生态标签认证能够激发排他性市场竞争优势。利益主体感知度直接影响生态标签认证的实施效果和消费者决策行为。本研究以“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感知进行异质性分析,探索提高旅游生态标签认证激励效应的原理,结果显示:旅游者对生态标签认证的影响感知呈现两面性,既有正面感知因子,也有负面感知因子,国内旅游者对旅游生态标签认证的正面感知较为强烈;根据旅游生态标签认证感知差异分布规律,旅游者被划分为“热情的支持者”、“理性的支持者”、“强烈的反对者”三种类型,不同类型旅游者感知比例差异明显,但低感知度旅游者具有转化为高感知度旅游者的潜能,这是旅游经营管理部门的努力方向;利益主体经济社会属性与感知变量之间存在内在关联,不同性别、年龄、文化程度、职业类型、收入水平的旅游者对旅游生态标签认证感知呈现出显著差异。研究结论对旅游管理中实施精准化绿色营销、设计旅游生态标签认证流程、加强生态旅游教育培训具有典型指导意义。An eco-label certification is a key approach to realizing the ecological value of tourism resources.With the strategic guidance of prioritizing eco-environmental progress and pursuing green development,the tourism eco-label certification can stimulate the advantage of exclusionary market competition.The perception of beneficiaries directly influences the implementation effects of eco-label certification and the decision-making behaviors of consumers.With the eco-label of"green hotel"as the example,this paper analyzes the heterogeneity of perceptions for the tourism eco-label certification among the tourists with different economic and social attributes,and explores the principles for improving the incentive effect of tourism eco-label certification.The results show that tourists'perceptions for the impact of eco-label certification present the two-sidedness with the positive perception factors and the negative ones.Comparatively,domestic tourists have a stronger positive perception of tourism eco-label certification.According to the distribution law of the perception differences in the tourism eco-label certification,the tourists can be divided into three types:"enthusiastic supporters","rational supporters"and"strong opponents".The proportions of perception among the different types of tourists are significantly distinct.However,the tourists with low perception have the potential to be transformed into those with high perception,which signals the direction for the tourism management departments to strive for.There is an inherent correlation between the economic and social attributes of stakeholders and perception variables.Among the tourists with different genders,ages,educational levels,occupation types,and income levels exist the significant differences in the perception of tourism eco-label certification.The conclusions are of typical significance for implementing the precise green marketing in tourism management,designing the tourism eco-label certification process,and strengthening eco-tourism education and

关 键 词：旅游者 旅游生态标签 认证 感知差异 

分 类 号：F590[经济管理—旅游管理]