基于主观心理视角的游客环境行为意愿影响因素研究——以西溪国家湿地公园为例

The Factors Affecting the Intention to Exhibit Environmental Behavior by Tourists: A Case Study of Xixi National Wetland Park in Hangzhou

以公众环境行为＂价值-信念-规范＂理论（VBN）以及计划行为论（TPB）为基本借鉴理论,融合旅游活动特性,构建游客环境行为意愿影响因素模型,以西溪国家湿地公园为案例地,以结构方程方法进行数据分析验证理论模型。研究发现：游客环境行为意愿受到特定环境态度、感知行为控制以及旅游地意象3方面因素的直接影响,其中特定环境态度的影响最突出,感知行为控制次之,旅游地意象略弱;主观规范作为中介变量在受到环境价值观影响的同时作用于游客特定的环境态度与感知行为控制;旅游地意象要素直接影响特定环境态度与游客环境行为意愿。

A research on tourists＇ intention to exhibit environmental behavior based on subjective psychological perspective has great theoretic value and practical significance. Based on the theory of public environmental behavior‘Value-Belief-Norm Theory＇（VBN） and the‘Theory of Planned Behavior＇（TPB）, this article constructs the influencing factors model of tourists＇ environmental behavior intention combined the characteristics of tourism activities. Xixi National Wetland Park in Hangzhou is taken as a case, and the structural equation model（SEM） is employing for data analysis and model validation. The results show that： 1） the intention of tourists＇ environmental behavior is influenced by the specific environmental attitude, perceived behavior control and the tourism destination image. Among them, the effect of specific environmental attitude is the most prominent, the perceived behavior control is the second, and the tourism destination image is the weakest; 2） Subjective norm acts as a mediator of tourists＇ specific environmental attitudes and perceived behavioral control affected by environmental value; 3） The factor of tourism image affect the specific environmental attitude and the tourists＇ environmental behavior intention directly. Whether the tourists have the intention to exhibit environmental protective behavior will directly depend on their cognition of the environmental attributes of the tourist sites, the difficulty of implementing environmental behavior and the inherent image of the tourist sites in their minds. And the research result of Xixi Wetland show that stimulating tourists＇ specific environmental attitudes can effectively promote tourists＇ environmental behavior intention. At the same time, reducing the perceived behavior control is also an effective way. Tourist sites can set up some activities guide tourists＇ environmental behavior intention. This study also provides an effective explanation for the implementation of public environmental education. However, the study of tourists＇ environmental behavior intention still needs further analysis.