沙漠旅游生态内疚感与重游意愿--基于亲环境行为的遮掩效应

Eco-guilt and Revisit Intention in Desert Tourism:Based on Masking Effect of Pro-environmental Behavior

以拓展的计划行为理论以及情绪动机理论为依据,选择甘肃省敦煌市鸣沙山月牙泉景区为案例地,构建了一个带调节的中介模型,探索沙漠旅游情境下游客生态内疚感对重游意愿的作用机制。结果表明:游客生态内疚感负向影响重游意愿,但正向影响亲环境行为,亲环境行为正向影响重游意愿;游客亲环境行为在生态内疚感对重游意愿的影响中发挥遮掩效应,即亲环境行为会削弱生态内疚感对重游意愿的负向影响;游客地方依恋正向调节亲环境行为对重游意愿的影响,并且强化了亲环境行为在生态内疚感与重游意愿之间的遮掩效应。

Based on the extended theory of planned behavior and the theory of emotional motivation,a moderated mediation model was constructed to explore the mechanism of tourist eco-guilt on revisit intention in the context of desert tourism by selecting Mingsha Mountain and Crescent Spring Scenic Spot in Dunhuang City as the research area.The results are as follows:Tourist eco-guilt negatively affects revisit intention,but positively affects pro-environmental behavior,and pro-environmental behavior positively affects revisit intention;Tourist pro-environmental behavior plays a masking effect in the impact of eco-guilt on revisit intention,that is,pro-environmental behavior will weaken the negative impact of ecological guilt on revisit intention;Place attachment positively moderates the influence of pro-environmental behavior on revisit intention and strengthens the masking effect of pro-environmental behavior between eco-guilt and revisit intention.