韶山红色旅游地游客亲环境行为的驱动因素与影响机理

Driving Factors and Influencing Mechanism of Tourists’ Pro-Environmental Behavior in Shaoshan Red Tourism Area

游客亲环境行为是旅游地理学研究中的一个热点话题,但以红色旅游地为案例的研究较为鲜见。红色旅游地开展的游客教育,除了主流的政党和国家认同教育以及革命精神传承教育——红色教育外,也必然涉及生态文明方面的教育——环境教育,而后者的直接目标便是游客亲环境行为。文章选择湖南韶山风景名胜区这一经典的红色旅游地为案例地,以406份样本数据为基础,构建了以游客红色教育感知和环境教育感知为自变量,亲环境行为为因变量,地方依恋为中介变量的结构方程模型。结果发现:游客红色教育感知显著正向影响亲环境行为,且受地方依恋部分中介影响,中介效应大于直接影响;游客环境教育感知显著正向影响亲环境行为,且自导式环境教育感知比他导式环境教育感知更显成效。据此,该红色旅游地可通过理性的教育干预和感性的情感培育双重路径来提升游客的亲环境行为,具体为:通过丰富红色教育,提升游客地方依恋情感;加强他导式环境教育,鼓励游客间的互相监督。

The pro-environmental behavior of tourists is a hot topic in tourism geography research,but the case studies of Red tourist destinations are rarely studied.Red education and environment education are both important parts in Red tourism areas,the former is reflective of revolutionary spirit inheritance and identified by the China and mainstream political parties,the latter involves the green ecological civilization and its direct goal is the tourists’pro-environment behavior.Taking Shaoshan Scenic Area,Hunan as the research site and based on 406 samples,this paper constructs structural equation model,in which it takes tourists’Red education perception and environmental education perception as independent variables,pro-environmental behavior as the dependent variable,and place attachment as an intermediary variable.The results find that tourists’Red education perception significantly positively affects pro-environmental behaviors,because of the intermediary of place attachment,the intermediary effect is greater than the direct impact.Tourists’environmental education perception significantly positively affects pro-environmental behaviors,and self-guided environmental education is better than the other-guided.According to the above,the red tourist destination can improve tourists’pro-environmental behaviors through the dual path of educational intervention and emotion:enriching Red education to arouse tourists’place attachment,and strengthening other-guided environmental education to encourage visitors to supervise each other.