基于NAM拓展模型的旅游者环境责任行为形成机制研究——以保定市古莲花池为例  

The Formation Mechanism of Tourists Environmental Responsibility Behavior Based on NAM Expansion Model——A Case of Baoding Ancient Lotus Pond

作　　者：李金竹 侯天莹 陈欣 LI Jinzhu;HOU Tianying;CHEN Xin(School of Tourism Sciences,Beijing International Studies University,Beijing 100024,China;College of Landscape Architecture and Tourism,Hebei Agricultural University,Baoding,Hebei 071001,China)

机构地区：[1]北京第二外国语学院旅游科学学院,北京100024 [2]河北农业大学园林与旅游学院,河北保定071001

出　　处：《保定学院学报》2024年第6期124-132,共9页Journal of Baoding University

基　　金：河北省社会科学基金项目“数字化驱动河北省文旅产业高质量发展的机制与实现路径研究”(HB23GL030)。

摘　　要：在强调生态环境保护与经济社会发展协同共生背景下,旅游者的环境责任行为研究得到广泛关注,然而以古典园林为案例地的实证研究相对匮乏。故而在规范激活模型(Norm Activation Model,NAM)的基础上,构建了基于生态价值观的拓展模型,以保定市古莲花池为案例地,采用实地调研方式收集数据,对回收的有效数据进行统计分析。结果表明:责任归属和结果意识显著正向影响旅游者的个人规范;旅游者的个人规范和生态价值观是激发其产生环境责任行为的重要诱因;个人规范在旅游者环境责任行为与责任归属和结果意识之间起中介作用。从理论层面对NAM进行深化和补充,拓展了整合模型的适用领域和范围,为旅游者环境责任行为研究领域提供了新的视角;在实践层面为政府、当地文旅部门以及景区提供参考。The study of tourists'environmentally responsible behaviour has received widespread attention in the context of the emphasis on the symbiosis between ecological environmental protection and social development.However,there are very few studies using classical gardens as case sites.This study developed Norm Activation Model(NAM)by introducing ecological values into the model,to explain the behavior mechanism of tourist environmental responsibility.Taking the Lotus Pond of Baoding as the case site,data were collected through field investigation,and the recovered valid data were analysed mathematically and statistically by regression analysis.The results show that:ascription of responsibility and awareness of consequence significantly and positively affect tourists'personal norms;tourists personal norms and ecological values are important triggers to stimulate their environmentally responsible behaviours;personal norms mediate between tourists'environmentally responsible behaviours and ascription of responsibility,awareness of consequence.This study deepens and complements the NAM at the theoretical level,expands the application field and scope of the integration model,and provides a new perspective for the field of research on tourists'environmentally responsible behaviours;at the practical level,it provides targeted suggestions for the government,local cultural and tourism departments,and scenic spots.

关 键 词：旅游者环境责任行为 NAM 生态价值观 责任归属 结果意识 

分 类 号：F590.8[经济管理—旅游管理]