地方依恋对森林旅游游客亲环境行为的调节效应

The moderating effect of place attachment on visitors’ pro-environmentalbehaviors in forest-tourism

【目的】明确森林旅游游客亲环境行为形成机制,明晰地方依恋对森林旅游游客亲环境行为的调节效应。【方法】构建一个有调节的并联中介模型,从感知价值视角出发,考察满意度和忠诚度的并联中介作用,引入地方依恋作为调节变量,选择被列入首批森林型国家生态旅游示范区的湖南省大围山国家森林公园为案例研究地,获取674份有效数据,对整合模型进行实证检验分析。【结果】1)感知价值能直接正向影响游客亲环境行为,也能通过中介变量间接正向影响游客亲环境行为;2)满意度与忠诚度作为中介变量连接感知价值和亲环境行为,均显著正向影响亲环境行为,即生态旅游体验的满意度和忠诚度越高,游客的亲环境行为水平越高;3)中介变量(满意度与忠诚度)连接自变量(感知价值)和因变量(亲环境行为)关系受到调节变量(地方依恋)的影响,存在被调节的中介作用。此时,中介效应是可变的,随着调节变量(地方依恋)大小而改变;4)地方依恋显著负向调节满意度在感知价值和游客亲游客亲环境行为的中介效应,正向调节忠诚度在感知价值和游客亲游客亲环境行为的中介效应。【结论】可通过增强游客对森林旅游活动的感知价值认知,进而提高森林旅游的满意度和忠诚度来强化亲环境行为。首先将管理的重点放在森林生态旅游价值的创造与传递。其次,要注重保护和塑造森林旅游地的地方性,培育和强化游客的地方依恋。基于游客的地方依恋水平,对亲环境行为实施科学分层管理。针对地方依恋高的游客,满意度的中介效应低,忠诚度的中介效应高,管理的重点应提升游客的忠诚度。地方依恋低的游客,满意度中介效应高,忠诚度的中介效应低,应重点提升游客的满意度。

【Objective】The research is aimed to clarify the formation of visitors’ pro-environmental behaviour of forest tourism and test the moderating effect of place attachment and the underlying mechanisms.【Method】The research constructs a conditional model, takes perceived value as an independent variable, while satisfaction and loyalty are treated as the mediators and place attachment as the moderator.Surveys were conducted at the Daweishan National forest park in Hunan province, China, which is the first batch of forestbased national eco-tourism demonstration zones,with 674 valid questionnaires collected to conduct empirical test and analysis on the integrated model.【Result】1) Perceived value can both directly or indirectly via mediator indicated affect pro-environmental behaviour. 2) Satisfaction and loyalty have a significantly positive indirect effect between perceived value and pro-environmental behaviour. The higher are satisfaction and loyalty of the eco-tourism experience, the better is visitors’ pro-environmental behaviour. 3)It is verified that the mediators(satisfaction and loyalty) connecting the independent variable(perceived value) and the dependent variable(proenvironmental behaviour) are affected and moderated by place attachment. At this time, the mediating indirect effect is adaptable, changing with the scale of the moderator(place attachment). 4)Place attachment significantly negatively moderates the indirect effect of satisfaction between perceived value and the pro-environmental behaviour,but it positively moderates the indirect effect of affective loyalty between perceived value and pro-environmental behavior.【Conclusion】Enhancing visitors’ perception of perceived value of forest tourism activities can improve satisfaction and loyalty, and strengthen pro-environmental behaviors. First of all, the focus of management should be on the creation and delivery of value of forest ecotourism. Secondly, park authorities should pay attention to protecting and shaping the locality of forest tourism destinations in order to cultivate and strengthen visitors’ place attachment. Based on the level of place attachment, hierarchical and differentiated management should be implemented on visitors’ pro-environmental behavior. Finally, as for visitors with higher place attachment, the indirect effect of satisfaction is lower, and the indirect effect of affective loyalty will be stronger. Thus, it may be more efficacious for park authorities to improve pro-environmental behaviour by focusing more on enhancing the loyalty rather than on satisfaction. For the visitors with lower place attachment, parks may pay more attention to improving visitors’ satisfaction.