旅游地支持与游客环境责任行为--兼论生态价值观的调节效应

Destination Support and Tourist Environmentally Responsible Behavior:Ecological Values as a Moderator

游客环境责任行为对旅游地可持续发展及社会生态文明建设至关重要。运用结构方程模型分析旅游地支持对游客环境责任行为的影响,并探讨个体生态价值观的调节效应。结果表明:旅游地提供的信息性支持和情感性支持能够显著提升游客环境责任行为意愿。其中,信息性支持正向影响游客环境维护行为意愿,情感性支持则对游客环境维护行为和促进行为意愿均有显著的正向影响。个体生态价值观负向调节旅游地支持与游客环境责任行为之间的关系。当游客具备高强度的生态价值观时,旅游地支持的外部驱动作用减弱;但在游客生态价值观薄弱或是缺乏的情境下,旅游地构建社会支持系统、为游客实施环境责任行为提供信息性支持和情感性支持具有较强必要性。

This paper explored the relationships between destination support and tourist environmentally responsible behavior(ERB)using structural equation modelling technique.Findings suggest that informational and emotional support provided by tourist destination can significantly enhance tourist ERB intention.Specifically,informational support positively impacts tourist low-effort ERB intention;emotional support has positive impacts on both tourist low-effort and high-effort ERB intention.Tourist ecological values moderate the relationship between destination support and tourist ERB.For tourists with strong ecological values,the role of destination support is weakened.However,for tourists who have weak or are lack of ecological values,it is especially important for tourist destinations to provide support so as to encourage tourist ERB effectively.The study helps to enrich research on tourist ERB,and provides ideas for tourism destinations to carry out appropriate environmental management measures.