基于NAM的湿地公园水环境保护行为实证研究

Empirical Study on Water Environmental Protection Behavior of Wetland Park Based on NAM

湿地公园水环境的保护与湿地公园高质量的发展息息相关。基于集体理性利他主义视角,将人际信任纳入规范激活理论构建了旅游者水环境保护行为概念模型,以珠海淇澳红树林湿地公园315位旅游者为样本,应用结构方程模型对概念模型进行实证检验。研究结果显示:(1)结果意识与责任归属通过道德义务间接驱动水环境保护行为;(2)人际信任通过水环境保护态度间接驱动水环境保护行为。因此,研究结论有利于补充水环境保护行为的理论成果,为引导湿地公园旅游者实施水环境保护行为提供理论依据。

There is a close relationship between the protection of water environment in wetland park and the high-quality development of wetland park.Based on the perspective of collective rational altruism,a conceptual model of tourists’water environmental protection behavior was constructed by incorporating interpersonal trust into the normative activation theory.315 tourists from Qi’ao mangrove wetland park in Zhuhai were chosen for analyzed samples,the conceptual model was empirically tested by structural equation model.The results showed that:(1)The consciousness of result and the attribution of responsibility indirectly drive the behavior of water environmental protection through moral obligation;(2)Interpersonal trust indirectly drove water environmental protection behavior through water environmental protection attitude.Therefore,the conclusion of this study was beneficial to supplement the theoretical achievements of water environmental protection behavior and provided theoretical basis for guiding wetland park tourists to implement water environmental protection behavior.