基于感知价值和参考群体的低碳旅游参与意愿测度与模拟路径

Measurement and Simulation Path on Willingness to Participate Low-carbon Tourism Based on Perceived Value and Reference Group

随着旅游者环境意识的不断增强,人们的消费行为对环境产生的影响也越来越受到关注。从低碳旅游感知价值和参考群体的影响作用出发,构建"90后"低碳旅游参与意愿的结构方程模型,并进行了假设的验证。研究结果表明:情感价值和社会价值对"90后"低碳旅游参与意愿具有显著的正向影响,而功能价值对这个年龄群体的低碳旅游参与意愿的显著正向影响在本文中未得到验证;主要参考群体(父母、亲戚)和次要参考群体(同学、朋友)虽然对"90后"低碳旅游参与意愿都正向影响显著,但次要参考群体的影响程度要高于主要参考群体的。研究认为,"90后"正不断成为消费的新生力量,在这个消费群体中推广低碳旅游得到的效用很重要,这种效用是从感知质量和期望绩效比较中以及短期和长期感知成本的降低中得到的。此外,发挥同学朋友的参考群体作用,也可以提高此类人群的低碳旅游参与意愿。

With the growth of environmental awareness, tourists pay more attention to the impact of their consumption behavior on the environment. In this paper, a structural equation model of the willingness of post-90s generation to participate low-carbon tourism is built in view of the perceived value and reference group, and the hypothesis verification is conducted. The results show that the senti- mental value and social value have a significant positive effect on post-90s generation＇s low-carbon tourism participation willingness, while the significant positive effect of functional value has not been verified in this study. The main reference group（parents, relatives） and the secondary reference group （classmates, friends） have a significant positive effect on post-90s generation＇s willingness to participate low-carbon tourism, and the effect of the secondary reference group is greater than that of the main reference group. It is also suggested that with the active participation of post-90s generation, the newly emerged customers, the low-carbon tourism activities can be promoted effectively. It is important to promote the perceived quality and expected performance and reduce the short-term and longterm perceived cost among post-90s generation, and to improve their willingness tO participate lowcarbon tourism by making full use of the role of classmates or friends.