自然旅游地游客生态行为内生驱动机制实证研究——以张家界景区和西溪湿地为例

Exploring the Driving Mechanism of Tourists' Intention for Ecological Behaviors in Natural Destinations:Empirical Evidence from Zhangjiajie and Xixi Wetland

基于利他主义与集体行动的视角对旅游者生态行为的内在机制进行了分析,并引入亲社会行为研究领域的"规范激活模型",构建了旅游者生态行为的驱动模型。针对湖南张家界、浙江西溪湿地两个景区游客样本的实证研究显示:旅游者所感知的"道德义务"对其实施生态行为的意愿具有显著的影响;"道德义务"受到旅游者关于景区环境问题的"后果认知"和"责任归因"两个认知因素的链状驱动;当旅游者对他人共同参与行动的信任度高时,"责任归因"更易转化为实施生态行为的"道德义务"。因此,在环保教育、惩罚规则等传统策略之外,自然旅游地还应该通过"认知引导"、"合作营造"等路径激发旅游者保护景区环境的责任感,促使他们更加主动地实施有益于生态环境保护的行为,推动旅游地的可持续发展。

Based on the attributes of tourist ecological behavior of altruism and collective action, this paper employed Norm Activation Model （NAM） which is widely used in pro-social behavior research as a theoretical structure, and established a structural model explaining tourists＇ adoption of ecological behavior in natural destinations. The model was then tested by visitor samples from two natural destinations in China, namely, Zhangjiajie tourist area of Hunan and Xixi Wetland of Zhejiang. The following results were then found. （1） Tourists＇ perceived moral obligation has a significantly positive impact on their intention for ecological behaviors. （2） Moral obligation is activated by tourists＇ awareness of consequence and ascription of responsibility successively. （3） Ascription of responsibility has a stronger impact on moral obligation when tourists show higher level of trust in others to participate in collective action. Based on these findings, this paper suggests that tourism practitioners can take innovative actions to encourage tourists＇ ecological behaviors. These strategies may include ＂cognition controlling＂ and ＂cooperative environment building＂. It is argued that these new strategies may effectively arouse tourists＇ moral obligation to protect the environment, thus leading to more ecological behaviors.