摘要
培育大众亲环境游客对目的地环境可持续发展的重要性日益突出,但学界对此的深入研究却很贫乏。立足于大众游客的环境心理特点,文章通过概念模型构建与检验,探究其亲环境行为欲望产生过程中外加驱力(地方依恋维度)和内在障碍(大众旅游价值导向维度)的互动效果。以三亚的国内大众游客为样本,经因子分析和阶层多元回归分析,文章发现:(1)大众旅游价值导向两维度中",维护旅游功能"的亲环境阻碍力度更大;(2)地方依赖和地方情感都显著预测大众游客的亲环境行为欲望,但后者的驱力和抵御调节能力都明显更强;(3)地方认同发挥亲环境驱动负效应,且这一效应在大众游客情境下易受到积极调节。文章最后汇报了研究的总结论、结论探讨和管理启示。
Despite the increasing significance of fostering"pro-environmental mass tourists",in-depth academic scrutiny on this topic is rather deficient.The scarcity of study on this topic results from the exacerbating complexity of the environmental activation of mass tourists(i.e.,"attitude-intention gap"),which is beyond the scope of the theory of planned behaviour(TPB)(i.e.,the traditional theoretical cornerstone in this field).As an improvement of the TPB,the model of goal-directed behaviour(MGB)is more suitable for dealing with the complexity.By introducing the idea of‘extrinsic motive’and‘desire’,it answers the questions of where the impetus comes from and how the intention becomes invigorated.The transformation from extrinsic motive to self-accepted pro-environmental desire could fill the academic gap that the TPB encounters.Grounded on the"attitude-behavior desire relationship"frame of the MGB,this study integrates the variables of place attachment dimensions,mass tourism value orientation dimensions and pro-environment behavior desire to establish and test a model reflecting the pro-environment motivating process of mass tourists.The goal is achieved by clarifying the interaction effects between extrinsic derivers(i.e.,place attachment dimensions)and internal obstacles(i.e.,mass tourism value orientation dimensions)in this motivating process.Special attention is paid to probe the nuanced effect of each deriver dimension and obstacle dimension.Specifically,the research hypotheses are composed of three parts.H1:Mass tourists’place attachment dimension of(a)place dependence(b)place identity and(c)place affect is positively correlated to their pro-environmental behavior desire.H2:The"Safeguarding tourism functions"dimension of value orientation negatively moderates the relationships between(a)place dependence(b)place identity(c)place affect and pro-environmental behavior desire.H3:The"Lacking sense of responsibility"dimension of value orientation negatively moderates the relationships between(a)place depend
作者
曲颖
吕兴洋
沈雪瑞
QU Ying;LYU Xingyang;SHEN Xuerui(School of Tourism,Hainan University,Haikou 570228,China;School of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,China;School of Culture and Tourism,Shanxi University of Finance and Economics,Taiyuan 030006,China)
出处
《旅游学刊》
CSSCI
北大核心
2020年第3期86-96,共11页
Tourism Tribune
基金
海南省基础与应用基础研究计划(自然科学领域)高层次人才项目(2019RC086)
海南大学海南自贸区(港)研究专项项目(19ZMQG24)的共同资助。
关键词
大众旅游价值导向
外加驱力
地方依恋
亲环境行为欲望
mass tourism value orientation
extrinsic motivation
place attachment
pro-environmental behavior desire
