乡村旅游目的地意象视角下的亲环境行为意图研究

Research on Pro-environmental Behavioral Intention from the Perspective of Rural Tourism Destination Image

生态宜居是乡村旅游发展的重要保障,但如何培养乡村旅游游客的亲环境行为或行为意图,学界仍缺乏对此的深入研究。文章旨在以目的地意象的认知-情感-感官模型为亲环境行为意图研究提供新的研究视角,选取“中国最美休闲乡村”黄龙岘为研究案例,通过半结构式访谈法,经主题分析发现:游客通过视觉、味觉、嗅觉、听觉和触觉感受黄龙岘的旅游体验,进行认知和情感格式化处理,从而形成目的地的整体意象;游客对乡村旅游目的意象感知以环境为感知主体,且积极的目的地意象有利于游客形成亲环境行为意图;乡村旅游情境中亲环境行为意图包含资源节约型、遵守型、促进型和绿色消费型四类,以资源节约型和遵守型亲环境行为意图为主,以促进型和绿色消费型亲环境行为意图为辅,强调资源节约、遵守环保规范准则及绿色消费。

Ecological livability is an important guarantee for the development of rural tourism,but how to cultivate the pro-environmental behavior or behavior intention of rural tourism tourists is still short of in-depth study.The purpose of this paper is to provide a new perspective for the study of pro-environmental behavioral intention by using the cognitive-affective-sensory model of destination image.Huanglongxian,"the most beautiful leisure countryside in China"was adopted for the case study.Through semi-structured interview,it was found that:(1)Tourists felt Huanglongxian′s tourism experiences through vision,taste,smell,hearing and touch were transformed into cognitive and emotional images,thus contributing to the overall image of destination;(2)Tourists′cognitive perceptions of rural tourism were mainly characterized by the ones with the environment,and the positive destination image was conducive to the formation of pro-environmental behavioral intention;(3)The pro-environmental behavioral intention in the rural tourism context includes four types:resource-conserving,compliance,promotion and green consumption,which are dominated by resource-conserving and compliance pro-environmental behavior intention,supplemented by promotion type and green consumption pro-environmental behavioral intention,emphasizing resource conservation,compliance with environmental protection norms and green consumption.