基于规范激活模型的背包旅游者环境友好行为意愿研究  

Exploring the Norm-activation Model-based Mechanisms Influencing the Willingness of Environmentally Friendly Behavior of Backpackers

作　　者：谢婷 徐艾鑫 XIE Ting;XU Aixin(School of Sports Recreation and Tourism,Beijing Sport University,Beijing 100084,China)

机构地区：[1]北京体育大学体育休闲与旅游学院,北京100084

出　　处：《Journal of Resources and Ecology》2024年第3期650-662,共13页资源与生态学报（英文版）

基　　金：The Fundamental Research Funds For the Central Universities(2022YB017)。

摘　　要：背包旅游作为一种近年来国内热门的生态旅游类型,旅游者的环境友好行为意愿对于引导和规范环保行为以及促进旅游目的地可持续发展具有一定的意义。基于“归因理论”和“规范激活模型”,本文从个体内在因素和外部因素两个方面对旅游者环境友好行为意愿的影响机制进行探索,构建了个体规范、群体认同与旅游者环境友好行为意愿之间的理论关系模型,并且用309份背包旅游者的调查数据对模型进行了实证检验。研究显示:(1)背包旅游者的“个体规范”对其环境友好行为意愿具有显著的正向影响;(2)“个体规范”受到旅游者关于景区环境问题的“后果认知”和“责任归因”两个认知因素的驱动;(3)“群体认同”在“责任归因”对“个体规范”的影响中起到正向的调节作用,而在“后果认知”对“个体规范”的影响中起到负向调节作用;(4)同时通过对背包旅游者这一特殊旅游群体的研究与对比,本文发现在一个注重环境保护的旅游群体内,群体认同是推动旅游者采取高质量环境保护行动的重要力量。研究结果对“规范激活模型”进行了群体层面的探索,丰富了该模型在背包旅游情境下研究环境友好行为意愿的微观案例和理论认知,同时对目的地旅游者的管理有一定的实践启示。Backpacking has become increasingly popular as an ecotourism activity in China in recent years.To promote sustainable development of tourist sites and to direct and regulate environmentally responsible behaviors,travelers must behave responsibly.This study used the“attribution theory”and“norm-activation model”to create a theoretical relationship model between personal norms,group identification,and the willingness of backpackers to act responsibly to investigate the factors that influence their willingness to behave in an eco-friendly manner.The study empirically tested the model using data from a sample of 309 backpacking tourists.The study investigates the internal and external mechanisms influencing the environmentally friendly behavior of backpackers.The findings show that(1)Backpackers’“personal norms”significantly increased their willingness to behave in an environmentally friendly manner.(2)These“personal norms”are influenced by two cognitive factors:tourists’“awareness of consequences”and“attribution of responsibility”.(3)The“group identity”plays a positive moderating role in the influence of“ascription of responsibility”on“personal norms”,while it plays a negative moderating role in the influence of“awareness of consequences”on“personal norms”.(4)Meanwhile,this study explores and compared tourists,an exceptional group of tourists,and concludes that,within an environmentally conscious tourist group,group identity plays a significant role in forcing tourists to take high-quality environmental protection actions.The findings of this study investigated the norm-activation model at the group level,enhanced the micro cases and theoretical knowledge of the model to examine the willingness of backpackers to engage in environmentally responsible behaviors,and offered some practical insights on managing destination tourists.

关 键 词：环境友好行为意愿 个体规范 群体认同 背包旅游者 

分 类 号：F592[经济管理—旅游管理]