基于TPB拓展模型的出境游客文明旅游行为意向影响机制研究

Developing an Extended Theory of Planned Behavior Model to Predict Outbound Tourists' Civilization Tourism Behavioral Intention

提升我国公民出境旅游文明素质,培育其文明旅游行为已刻不容缓。文章基于TPB视角,引入道德规范与地方依恋,构建了出境游客文明旅游行为意向影响机制模型。以出境游客为研究样本,运用结构方程模型方法探讨了主观规范、行为态度、感知行为控制、道德规范及地方依恋对文明旅游行为意向的具体影响。研究结果表明:(1)主观规范、感知行为控制、道德规范及地方依恋均通过行为态度间接影响出境游客文明旅游行为意向;(2)主观规范不仅直接影响行为态度,且通过道德规范间接影响行为态度;(3)行为态度是驱动出境游客文明旅游行为意向的最重要因素。

With the Chinese economy＇ s continuing growth and the sustained rise of personal income, the number of Chinese outbound tourists has rapidly advanced. In recent years, the Chinese government has invested a great deal of time and energy in rectifying Chinese outbound tourists＇ uncivilized behavior. Yet such behavioral problems still commonly occur. Comprehensively accomplishing progress in more civilized behavior cannot be accomplished in a short time period; society on the whole society needs to exert efforts. Means of effectively cultivating civilized behavior in outbound tourists has become one of the leading topics in the domain of outbound civilized tourism. Although the significance of civilized behavior as a tool for enhancing Chinese outbound tourists＇ image is widely recognized, previous research on the effects of such behavior needs to be studied more systematically and deeply. Prior studies have qualitatively explored outbound tourists＇ civilized behavior, and the present study approaches it from the standpoint of the theory of planned behavior （TPB）. Accordingly and in view of the importance of moral norm and place attachment, this study aims to develop an extended theory of planned behavior model, which includes moral norm, place attachment, and the components of TPB, to predict outbound tourists＇ civilized behavioral intention. Notably, it assumes that moral norm is the antecedent variable of attitude toward the behavior and outbound tourists＇ civilized behavioral intention. It also asserts that attitude toward the behavior plays a mediating role between moral norm and such intention. Additionally, it presumes that subjective norm is the antecedent variable of moral norm, attitude toward the behavior, and the behavioral intention. It also holds that moral norm plays a mediating role between subjective norm and attitude toward the behavior. Moreover, it assumes that place attachment is the antecedent variable of attitude toward the behavior and behavioral intention. It also holds the view that attitude toward the behavior plays a mediating role between place attachment and the behavioral intention. To examine the hypothesis model, the present study performs a survey with a structural questionnaire to obtain basic data. The samples were collected by means of a snowball method. Specifically, close family, other relatives, friends, colleagues, classmates, and students were invited to fill in the questionnaire, and then asked to recommend other potential participants. A total of 350 questionnaires were distributed to Chinese outbound tourists and 296 validly completed questionnaires were obtained, for an effective response rate of 84.6%. Based on the software-generated data analysis, the study empirically tests construct validity, variable reliability, and research hypotheses. The results of confirmatory factor analysis show sufficient composite reliability and validity of each variable in the hypothesis model. Using the structural model to test relevant hypotheses, the empirical results of structural equation modeling （SEM） indicate that： 1） subjective norm significantly and indirectly affects outbound tourists＇ civilized behavioral intention while fully mediating the effect of attitude toward the behavior, as does perceived behavioral control, moral norm, and place attachment; 2） subjective norm significantly and directly affects attitude toward the behavior while partially mediating the effect of moral norm; 3） attitude toward the behavior is the most vital predictive variable in the extended model. The study＇ s theoretical contributions, practical implications, limitations, and future research directions are then broadly proposed.