旅游者环境责任行为驱动机制研究——基于我国海滨风景区的案例分析

Driving Forces of Tourists’Environmental Responsibility Behavior:Based on the Empirical Analysis of Coastal Scenic Spots

基于“认知-态度-行为”的理论框架,将旅游者环境责任行为划分为遵守型、节约型和促进型三大维度,选择海滨风景区为调研区域,运用结构方程建模方法验证滨海旅游情景下旅游者环境责任行为的驱动因素与引导机制。研究表明:旅游环境认知对旅游环境态度有显著正向影响,旅游环境认知和旅游环境态度对不同维度旅游者环境责任行为的直接驱动效应显著,且旅游环境态度在旅游环境认知和旅游者环境责任行为之间起中介作用。海滨风景区管理部门应通过加强滨海旅游环境知识宣传等手段,强化旅游者的环境认知,促进旅游者产生积极情感的环境态度,进而引导、培育和提升旅游者环境责任行为。

Based on the theoretical analysis framework of“cognition-attitude-behavior”,tourists’environmental responsibility behaviors are divided into environment-abiding behavior,environment-saving behavior and environment-promoting behavior.Coastal scenic spots are selected as the research area,and the driving factors and guiding mechanism of tourists’environmental responsibility behaviors under the coastal tourism situation are verified by structural equation modeling method.Research shows that:The tourism environment cognition has a significant positive effect on tourism environment attitude.The tourism environment cognition and the tourism environment attitude have a significant direct driving effect on tourists’environmental responsibility behaviors in different dimensions.And the tourism environment attitude plays an intermediary role in the relationships among tourism environment cognition and tourists’environmental responsibility behavior.The management department of coastal scenic spots should strengthen tourism environment cognition through strengthening the publicity of coastal tourism environmental knowledge,promote tourists’positive emotional environmental attitude,and then guide,cultivate and enhance tourists’environmental responsibility behavior.