红色旅游地游客环境友好行为意向影响因素研究——以韶山为例

Research on Factors Influencing Tourists’Environmentally Friendly Behavior Intention in Red Tourist Destinations:The Case of Shaoshan

有效引导游客的环境友好行为是保护红色旅游地环境的重要途径。以红色旅游地韶山为调研区域,将环境价值观这一前因变量纳入计划行为理论模型,构建红色旅游地游客环境友好行为意向理论模型,并进行实证分析。研究结果显示:环境态度、主观规范、环境价值观均能显著正向影响环境友好行为意向;主观规范、环境价值观均能通过环境态度这一中介变量间接影响环境友好行为意向。据此,建议红色旅游地引导游客树立正确的环境价值观,激发游客的环境保护积极情感,积极发挥重要他人的引导作用,促使游客更愿意实施环境友好行为。

It is an important way of protecting the environment of red tourist destinations to effectively guide tourists’environmentally friendly behavior.Taking Shaoshan(a red tourist destination)as the research area and incorporating environmental values(an antecedent variable)into the theoretical model of planned behavior,this paper constructs a theoretical model of tourists’environmentally friendly behavior intention in red tourism destinations and conducts an empirical analysis.The results show that attitudes towards environment,subjective norms and environmental values can significantly and positively influence tourists’environmentally friendly behavior intention,while subjective norms and environmental values can indirectly affect tourists’environmentally friendly behavior intention through the intermediary variable of attitudes towards environment.Accordingly,it is suggested for red tourist destinations to guide tourists to establish correct environmental values,stimulate their positive feelings of environmental protection,and actively play a leading role of significant others to make tourists more willing to conduct environmentally friendly behaviors.