国家公园生态旅游访客心理契约的测量与评价研究——以青海湖国家公园为例  

Measurement and evaluation of the visitor psychological contract for national park ecotourism:A case study of Qinghai Lake National Park

作　　者：王静玮 章锦河[1,2,3] 胡泉旭 郭丽佳 陶洁怡 WANG Jingwei;ZHANG Jinhe;HU Quanxu;GUO Lijia;TAO Jieyi(School of Geography and Ocean Science,Nanjing University,Nanjing 210023,China;Huangshan Park Ecosystem Observation and Research Station,Ministry of Education,Huangshan 245899,China;Academy of Plateau Science and Sustainability,Xining 810016,China)

机构地区：[1]南京大学地理与海洋科学学院,南京210023 [2]黄山国家公园生态系统教育部野外科学观测研究站,黄山245899 [3]高原科学与可持续发展研究院,西宁810016

出　　处：《地理研究》2025年第2期450-467,共18页Geographical Research

基　　金：国家自然科学基金项目(42271251)。

摘　　要：为了充分践行生态保护第一、实现全民共享的国家公园发展理念,国家公园生态保护要求和访客生态旅游诉求能否达成共识、以及能够达成怎样的共识是国家公园高质量发展亟待解决的理论和现实问题。本研究运用问卷调查、层次分析等方法,开发了国家公园生态旅游访客心理契约量表,并构建评价模型,对心理契约的内容和构建结果进行评价。研究认为:(1)国家公园生态旅游访客心理契约量表包含“目标认同”“权利期望”和“义务承诺”3份独立量表,对应国家公园生态旅游访客心理契约概念的3个维度;在协调生态保护与发展生态旅游上,国家公园要求和访客诉求基本达成一致,访客心理契约处于中等水平。(2)目前访客对国家公园生态旅游的性质和本质特征认识不足,生态诉求相对较低,更多关注在国家公园内的“行”“购”“娱”等体验;访客具备充分的生态保护意识,但对生态保护的内涵和手段认知薄弱,倾向于将“生态保护”与“保护环境”的概念对等;(3)生态教育在国家公园生态旅游访客心理契约的构建上扮演重要角色,访客具有强烈的学习期望和承诺,加强宣传与科普仍是增强公众生态保护共识必要且有力的方式。In order to fully implement the ecological protection and universal sharing of national parks,whether and how to reach a consistency between the ecological protection requirements of national parks and the ecotourism demands of visitors is a theoretical and practical problem that needs to be solved for the high-quality development of national parks.This study utilized methods such as questionnaires and Analytic Hierarchy Process(AHP)to develop the Scale of Visitor Psychological Contract for National Park Ecotourism,and to construct a model for evaluating the content and construction results of the psychological contract.The results show that:(1)The Scale of Visitor Psychological Contract for National Park Ecotourism contains three independent scales,namely Goal Identification,Right Expectation,and Obligation Commitment,corresponding to the three dimensions of the concept of the Visitor Psychological Contract for National Park Ecotourism.In terms of harmonizing ecological conservation with the development of ecotourism,national park requirements and visitor demands are generally in agreement,and the visitor psychological contract is at a medium level.(2)At present,visitors for national parks do not have a sufficient understanding of the characteristics of ecotourism of national parks,and have relatively low ecological demands,as well as pay more attention to“transportation”,“shopping”,and“entertainment”in the national parks.Visitors have sufficient awareness of ecological protection,but hold a weak perception of the connotation and approaches of ecological conservation,tending to equate the concept of“ecological protection”and“environmental protection”.(3)Ecological education plays an important role in the construction of the visitor psychological contract for national park ecotourism,and visitors have a strong expectation and commitment to learning.Strengthening publicity and popularization of science is still a necessary and powerful way to enhance public consensus on ecological conservation.

关 键 词：心理契约 生态旅游访客 量表 相关性 青海湖国家公园 

分 类 号：F592.7[经济管理—旅游管理]