价值观、景区政策对游客环境责任行为的影响--基于TPB的拓展模型

The influence of values and scenic-spot's policy on tourists' environmentally responsible behavior: an extended theory of planned behavior model

培养游客环境责任行为是缓解旅游地生态环境压力的有效途径。本研究将价值观、景区政策纳入TPB构建游客环境责任行为理论模型,以长城国家公园的510位游客样本,运用结构方程模型对理论模型进行了实证检验。研究结果显示:1)主观规范、知觉行为控制、环境态度通过环境行为意向间接驱动环境责任行为;2)生态价值观、利他价值观通过环境态度间接驱动游客环境责任行为;3)景区政策对知觉行为控制转化为环境行为意向具有正向调控作用。因此,通过加强社会群体规范和培养正确价值观等途径激发游客环境责任行为,从而更好的促进旅游地可持续发展。

It is an effective way to relieve the ecological environmental pressure of tourism destination by raising tourists＇ environmentally responsible behaviors. This research developed an extended theory of planned behavior（ TPB） model,which includes values and scenic-spot＇s policy. Based on the analysis of 510 tourists in the Great Wall National Park,the structural equation model was used to test the theoretical model. The study shows：Firstly,subjective norms,perceived behavioral control and environmental attitude indirectly promoted the tourists＇ environmentally responsible behaviors through environmental behavior intention. Secondly,biosphere values and altruistic values environmental attitude positively drove environmentally responsible behavior. Thirdly,the scenic-spot＇s policy had positive regulation effect on the change of perceived behavior control into environmental behavior intention. Therefore,in order to promote the sustainable development of tourism destination,it is necessary to strengthen the norms of social groups and foster correct values to stimulate the environmentally responsible behavior of tourists.