服务质量对旅游者环境责任行为的影响机制

Influence Mechanism of Service Quality on Tourist Environmentally Responsible Behavior

基于S-O-R框架、信号理论,构建感知服务质量(高VS低)为自变量,旅游者满意为中介变量,旅游地声誉(好VS一般)为调节变量,旅游者环境责任行为为结果变量的整合模型,通过2次实验研究对该模型进行实证检验。实验1表明相对于低感知服务质量,高感知服务质量对旅游者满意和旅游者环境责任行为的影响更强。实验2表明旅游地声誉在感知服务质量对旅游者满意和旅游者环境责任行为影响中起调节作用,即当旅游地声誉好时,高感知服务质量(相对于低感知服务质量)下,旅游者满意度更高,环境责任行为更强;而当旅游地声誉一般时,两种感知服务质量下的旅游者环境责任行为不存在显著差异。文章最后讨论研究结论,并指出研究局限和未来研究方向。

Based on S-O-R theory and signaling theory, this paper develops and tests an integrated model that takes tourism destination reputation(high vs. average) as a moderating variable,and tourist satisfaction as a mediating variable between perceived service quality(high vs. low) and subsequent tourist environmentally responsible behavior. Two experiments are used to test the hypothesized relationships. Findings of study 1 indicate that high perceived service quality has a greater effect on tourist satisfaction and tourist environmentally responsible behavior than low perceived service quality. Findings of study 2 indicate that tourism destination reputation moderates the impact of perceived service quality on tourist satisfaction and tourist environmentally responsible behavior,specifically,high perceived service quality(vs. low perceived service quality) has a stronger positive effect on tourist satisfaction and tourist environmentally responsible behavior when tourism destination reputation is high. However, there is no significant differences of tourist environmentally responsible behavior between high and low perceived service quality when tourism destination reputation is average. The paper closes with a discussion and points out research limitations and future research directions as well.