景区环境质量对游客亲环境行为的影响研究——以武夷山风景名胜区为例

Research on the Influence of Scenic Spot’s Environmental Quality on the Pro-environmental Behavior of Tourists—— A Case of Wuyishan Scenery Area

引导游客主动实施亲环境行为是解决在大众旅游背景下景区可持续发展问题的关键。亲环境行为的形成机制和影响因素是近年来旅游领域学术研究的热点,虽然目前的研究成果丰富且意义深远,但景区环境质量对个体行为选择的影响却鲜有关注。文章基于社会信息加工理论构建了一个可调节的中介模型,探讨景区环境质量对游客亲环境行为的影响,并揭示其作用机制和边界条件。通过武夷山风景名胜区361名游客调研数据,采用结构方程模型和阶层回归分析方法对假设模型进行检验。研究结果表明:(1)环境质量对亲环境行为具有显著正向影响,直接影响系数为0.32;(2)环境质量通过环境责任感间接影响亲环境行为,间接影响系数为0.22,且通过了5%的显著性检验,即环境责任感在环境质量和亲环境行为之间发挥部分中介作用;(3)群体效能不仅在环境质量与环境责任感之间及环境质量与亲环境行为之间发挥显著的正向调节作用,同时还能够进一步调节环境质量通过环境责任感对亲环境行为的间接影响,当群体效能水平较高时,环境责任感的中介效应会被加强。文章提出政策启示:一是要努力维护和提升景区的环境质量,作为游客行为管理的基础;二是培育游客的环境责任感意识;三是要重视营造亲环境行为氛围。

In the context of mass tourism, guiding tourists to implement pro-environmental behavior(PEB)is the key to realize sustainable development for scenic spots, hence the formation mechanism and influence factors for PEB had been the hotspots in the tourism study in recent years. Despite fruitful and significant study findings, the impact of a scenic spots’ environmental quality(EQ)on individuals’ behavior choices is seldom discussed. Drawing on the social information processing theory, this study constructs a moderated mediation model to explore the impact of EQ on tourists’ PEB and reveal its mechanism and boundary conditions. Based on the data collected from 361 tourists of Wuyishan Scenery Area, the structural equation model and hierarchical regression analysis are adopted to test the hypothetical model. The results revealed that:(1)EQ had a significant positive impact on the tourists’ PEB, the direct influence coefficient was 0.32.(2)EQ could impact on tourists’ PEB indirectly through perceived environmental responsibility(PER), the indirect influence coefficient was 0.22, and passed the significance test of 5%, which meant tourists’ PER played a mediating role between EQ and PEB.(3)Group efficacy(GE)not only played a positive moderating role in the relationship between EQ and PER,but also exerted a positive moderating role between EQ and PEB. Moreover, GE further moderated the indirect effect of EQ on PEB through PER. When the EQ was higher, the mediating effect of PER was stronger. This study offered three policy revelations: Firstly, efforts should be made to maintain and improve environmental quality of the scenic spot, so as to take it as the foundation for the management of tourists’ environmental behavior. Secondly,tourists’ sense of environmental responsibility should be enlightened by relevant policies. Thirdly, managers of scenic spot should attach importance to creating a favorable atmosphere for pro-environmental behaviors.