基于计划行为理论的游客不文明行为产生机理研究

Research on the mechanism of tourists' uncivilized behaviors based on the theory of planned behavior

计划行为理论已经广泛运用于各种行为研究,但目前结合结构方程模型,运用计划行为理论来研究旅游不文明行为还尚属空白。文中基于计划行为理论,选取不文明行为态度、主观规范、知觉行为控制、行为意向以及不文明行为作为潜变量,构建以不文明行为意向为中介变量的游客不文明行为产生模型。通过问卷调查,调研了苏南地区294名受访者,运用结构方程模型,结果发现,游客在惯常环境中所表现的态度与非惯常环境中的行为不符;主观规范对不文明行为意向表现出最强的解释力,并通过不文明意向的中介作用,对旅游者不文明行为起作用。同时,知觉行为控制也能较好地预测不文明行为。

The theory of planned behavior has been widely used in various behavioral studies.However,there is a research gap to apply the planned behavior theory with the structural equation model to study the uncivilized behavior of tourism at present.Based on the theory of planned behavior,selecting attitude to uncivilized behavior,subjective norm,perceived behavioral control,the intention to uncivilized behavior and the preparation of uncivilized behavior as latent variate,we investigated 294 respondents who were from southern area of Jiangsu through questionnaire survey,and the structure equation model was constructed.The results show that the attitude of the visitors in the usual environment did not match the behavior in the unusual environment.Subjective norms show the strongest explanatory power to the uncivilized behavioral intentions,and they act on the uncivilized behavior of tourists through the mediating role of uncivilized intentions.At the same time,perceived behavioral control can also predict uncivilized behavior well.