红色旅游资源开发中敬畏感与自豪感对游客文明旅游行为意向的驱动机制

The driving mechanism of awe and pride to tourists’ civilized behavioral intention in the development of red tourism resources

在我国大力推进文明旅游示范区和示范单位建设的时代背景下,引导和培育红色旅游景区游客的文明旅游行为,对于推动新时期发扬红色传统、传承红色基因和实现红色旅游资源的可持续开发具有重要的意义。基于规范激活理论、敬畏原型理论和社会认同理论,统筹考虑红色精神弘扬和红色文化传承功能,构建纳入敬畏感和自豪感情感因素的游客文明旅游行为意向的理论分析框架,选择我国红色旅游代表性景区台儿庄古城、岳麓山、陆军讲武堂旧址等作为案例调研地,运用结构方程模型和层级回归模型,实证检验在红色旅游资源开发中促进游客实施文明旅游行为的关键因素、作用机制及其驱动路径。研究发现:(1)在红色旅游资源开发情景中,后果意识、责任归属、道德规范与游客文明旅游行为意向之间的假设关系得到了验证。(2)敬畏感通过道德规范显著正向影响游客实施文明旅游行为,游客体验到的敬畏感越多,则感受到实施文明旅游行为的道德责任越多,且实施文明旅游行为的可能性越大。自豪感对道德规范和文明旅游行为意向没有显著正向影响,游客在红色旅游景区体验到的自豪感未能在促进游客文明道德责任提升和实施文明旅游行为中发挥作用。(3)景区知名度负向调节道德规范与文明旅游行为意向的正向关系,景区知名度较高时,道德规范对文明旅游行为意向的正向影响较小。因此,应增强游客对不文明行为的消极后果认知,提升游客负责任意识和道德责任,营造红色旅游的庄严氛围,激发游客的敬畏感,高度重视知名红色旅游景区的文明示范和引领,以期为我国红色旅游资源的可持续开发提供决策参考。

Under the circumstance that civilized tourism demonstration areas are being built in China, developing the civilized behavior of tourists in red tourism scenic spots is of great significance to promote red tradition, inherit red gene and enable sustainable development of red tourism resources in the new era. Based on norm activation model, prototypical model of awe and social identity theory, considering the carrying forward of the red spirit and the inheriting of the red culture, this paper constructs a theoretical analysis framework of tourists’ civilized behavioral intention, including emotional factors of awe and pride, and selects representative red tourism scenic spots, such as Taierzhuang ancient city, Yuelu Mountain and The Former Site of Army Lecture Hall as the case study sites. Then, by using structural equation modeling and hierarchical regression method, it empirically tests the key factors,mechanism and driving paths of promoting tourists’ civilized behavior in the development of red tourism resources. The study finds that:(1) In the context of red tourism resources development, the hypothetical relationship between awareness of consequences, ascription of responsibility, moral norm and tourists’ civilized behavioral intention is verified.(2) Awe,through employing moral norm, has a significant and positive effect on tourists’ civilized behavioral intention. The more the feeling of awe the tourists experience, the more moral responsibility they feel to carry out civilized behavior, and the more possibilities that they will carry out such behavior. Pride has no significant and positive effect on moral norm and tourists’ civilized behavioral intention, because the pride experienced by tourists in red tourism scenic spots cannot play a role in promoting tourists’ civilized moral responsibility and civilized behavior.(3) The popularity of scenic spots moderates the positive relationship between moral norm and tourists’ civilized behavioral intention in a negative way. When scenic spots are popular, the positive effect of moral norm on tourists’ civilized behavioral intention is small.Therefore, we should enhance tourists’ sense of the negative consequences caused by uncivilized behavior, improve tourists’ sense of responsibility and moral responsibility, create a solemn atmosphere of red tourism, to stimulate tourists’ feeling of awe, and great importance should be attached to the civilized demonstration in well-known red tourism scenic spots, so as to provide decision-making reference for the sustainable development of red tourism resources in China.