具身感知情境下的游客环境责任行为意向——敬畏感与预期自觉情绪的唤起

Tourists’ Environmentally Responsible Behavior Intentions Based on Embodied Perceptions: The Arousal of Awe and Anticipated Self-conscious Emotions

旅游业尽管被称为无烟产业,但不适当的游客行为可能会带来直接或间接的负面环境影响,游客是否愿意实施环境责任行为是影响旅游目的地环境的一项关键因素,而敬畏感和预期自觉情绪是影响个体环境行为的重要情绪因素,因此将两者纳入游客环境责任行为意向的研究框架十分必要。文章在情绪评价理论和敬畏的原型理论的指导下,从外界自然和内在自我的双重感知评价出发,以游客的敬畏感和预期自觉情绪为中介因素,构建了生态旅游具身感知情境下游客环境责任行为意向的驱动模型,并以云台山景区为例进行实证研究,结果表明:在生态旅游情境中,游客的自然宏大感知评价和自我渺小感知评价会唤起其敬畏感,而敬畏感会通过提升预期自觉情绪正向作用于游客环境责任行为意向。研究丰富了旅游情境中游客敬畏感和预期自觉情绪前置因素的研究成果,深化了关于游客环境责任行为意向驱动机制的探讨,并为生态旅游地促进游客采取环境责任行为提供了理论借鉴。

Although tourism is considered a“smokeless”industry, inappropriate tourist behavior can have adverse direct and indirect impacts on tourist destinations. Environmentally responsible behavior can be understood as behavior that maximizes the positive impact on sustainable development and minimizes the negative impact on the natural environment. Tourists’ environmentally responsible behavior is a key factor in influencing a tourist destination’s environment. Individual behavioral decisions can be influenced by both experienced emotions and anticipated emotions. Previous studies have found that awe and anticipated self-conscious emotions play important roles in influencing people’s environmental behaviors. Thus, these two factors should be included in frameworks used to study tourists’ environmentally responsible behavior intentions. However, few studies have examined the relationship between awe and anticipated self-conscious emotions and the roles they play in tourists’ environmentally responsible behavior intentions.To address this gap, building on the appraisal theory of emotion and the prototype theory of awe,this study commences with a dual perceived evaluation of“outside nature”and“inside self”and analyzes their effects on the arousal of awe. Based on the antecedents of anticipated self-conscious emotions, we infer that tourists’ awe may arouse anticipated self-conscious emotions. In summary, this study hypothesizes awe and anticipated self-conscious emotions as mediating factors and develops a model of tourists’ environmentally responsible behavior intentions.A pilot study was conducted using data collected online from 130 participants. We optimized the initial scale, and a final scale consisting of 24 items was obtained. Data were collected from 317tourists visiting Yuntai mountain in Henan province, and Amos 23.0 was used to test our hypotheses.Firstly, the results of confirmatory factor analysis confirmed the model’s goodness of fit, and the reliability and validity of the measurement scale. Secondly, the results of structural equation model provided support for hypotheses 1~7. This means that given ecotourists’ embodied perceptions, their evaluation of the perceived grandness of nature and the perceived smallness of the self can arouse awe,which in turn can arouse anticipated self-conscious emotions. Moreover, tourists’ awe, anticipated pride, and anticipated guilt positively influence their environmentally responsible behavior intentions.In addition, we used bootstrapping(5000 iterations) to examine the mediation hypotheses. The results provided support for hypotheses 8~11, suggesting that anticipated self-conscious emotions play a mediating role in the effects of tourists’ awe on their environmentally responsible behavior intentions;tourists’ awe and anticipated self-conscious emotions in turn play mediating roles in the effect of tourists’ evaluations of embodied perceptions on their environmentally responsible behavior intentions.The findings of this study not only enrich our knowledge regarding the antecedents of tourists’ awe and anticipated self-conscious emotions, but also commence with a dual evaluation of“outside nature”and“inside self”to develop an explanatory framework of how tourists’ evaluations of their embodied perceptions influence their environmentally responsible behavior intentions to deepen our understanding of the mechanisms underlying those intentions. Moreover, the results of our study provide theoretical support for the desire of ecotourism destinations to promote tourists’ environmentally responsible behaviors.