基于计划行为理论的社区居民参与生态旅游发展的行为意向研究——以崇明岛为例

The Theory of Planned Behavior as a Model to Explain the Behavioral Intention of Community Residents' Participation Positivity towards Ecotourism Development——A Case of Chongming Island

已有文献多从社会变量的角度分析影响社区居民参与生态旅游的因素,而较少关注社区居民的个体意志变量。在国际上,计划行为理论已经广泛应用于多种行为领域,且展现出了较好的解释力与预测力,可能有助于上述研究。本文以既有的计划行为理论为基础,重构了计划行为理论模型,并以崇明岛为案例地,使用结构方程方法对模型进行了检验,发现模型共解释了行为意向66%的变异,证实了计划行为理论在生态旅游行为意向领域的适用性。研究同时表明,崇明岛社区居民参与生态旅游发展的行为意向主要受到三大因素的推动:第一,参与生态旅游发展的能力或资源赋予;第二,参照群体的影响;第三,利益获取的可能性。

Individual variables including attitude and subjective norms, as two important factors to influence residents＇ participation positivity towards ecotourism development, have got little concern among literatures. The theory of planned behavior has been applied to many kinds of social behaviors with strong predictive utility, should contribute to the above studies. This paper, based on theoretical reviews, fist refines the theory of planned behavior model and tests it in the ease of Chongming Island with a structural equation analysis. The result shows that the model can explain 66% of the variance in behavioral intention and the adaption of planned behavior theory in ecotourism development. It also reveals the threemain activators to residents＇ behavioral intention in involving in ecotourism development, namely： （1） the participating capacity or the resources possessed by the residents, （2） the influence from the reference groups, and （3） possibility to get benefits from participation.