旅游地文化氛围对游客文明行为意向的影响——以长城国家公园试点为例

The influence of cultural atmosphere of the destination on tourists' civilized behavior intention-A case study on the Great Wall National Park pilot

旅游地文化氛围的营造与游客文明行为的培育对旅游地的可持续发展意义重大.构建了旅游地文化氛围对游客文明行为意向的理论模型,对北京长城国家公园试点的448位游客样本进行分析,运用结构方程模型对理论模型进行检验.研究结果显示:(1)物质文化氛围、制度文化氛围、精神文化氛围均直接驱动地方依恋.(2)精神、制度文化氛围直接影响文明行为意向,并通过地方依恋间接影响文明行为意向,物质文化氛围仅通过地方依恋间接影响文明行为意向.营造旅游地文化氛围,提升游客对旅游地文化氛围的感知水平,有利于培养游客地方依恋情感,激发游客文明行为的共鸣.

The creation of cultural atmosphere of the travel destination and the cultivation of tourists civilized behavior are of great significance to the sustainable development of tourist destinations.This paper constructs a theoretical model of how the travel destination cultural atmosphere influences the tourists civilized behavior intention.The sample data of 448 tourists in the Great Wall National Park in Beijing are analyzed,and the structural equation model is used to test the theoretical model.The results show that:(1)The material,institutional and spiritual aspects of cultural atmosphere directly drive the local attachment,and the spiritual aspect has the least influence.(2)The spiritual and institutional aspects directly influence the civilized behavior intention of the tourists,and indirectly influence their civilized behavior intention via their attachment to the place.In contrast,material cultural atmosphere just indirectly influences civilized behavior intention through place attachment.Therefore,creating a cultural atmosphere and enhancing the tourist perception of the cultural atmosphere of the travel destination will help to raise the place attachment of tourists and stimulate the resonance of tourists civilized behavior.