生态旅游者旅游涉入对环境友好行为的影响机制
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摘要
文章在对已有理论及相关研究成果进行回顾的基础上,构建包含旅游涉入、旅游满意及环境友好行为的概念模型,并纳入感知消费效力作为调节变量。通过问卷调查的方式对湖南省莽山国家自然保护区500个游客进行调查,获得357份有效问卷。借助于SPSS 22.0、AMOS 21.0统计软件对概念模型进行检验,并尝试验证感知消费效力的调节效应。结构模型分析结果揭示,旅游涉入既可以直接对环境友好行为产生正向影响,也可以以旅游满意为中介对环境友好行为产生间接的正向影响。多群组分析结果表明,感知消费效力正向调节旅游涉入与环境友好行为的影响关系,即相对于低感知消费效力游客群体来讲,高感知消费效力游客群体的旅游涉入对环境友好行为影响效应较大。
To mitigate this phenomenon, the importance of understanding and promoting environmentally friendly behavior among individual tourists is generally accepted. The study, from the viewpoint of involvement, constructs the conceptual model of tourist involvement, tourist satisfaction and environmentally friendly behavior with the perceived consumer effectiveness as the moderating variable, based on the related theories and prior literature, which aims to identify the moderating role of perceived consumer effectiveness on the formation of environmentally friendly behavior of tourists. Five hundred tourists visiting the Mangshan National Nature Reserves in Hunan province were surveyed, and received 554 valid questionnaires. The test of conceptual model and the moderating role of perceived consumer effectiveness was conducted using the statistical software of SPSS 22.0, AMOS 21.0. The findings shows that tourist involvement not only impacts environmentally friendly behavior directly, but also impacts environmentally friendly behavior indirectly mediated by tourist satisfaction. That's to say, no matter the promotion of tourist involvement or tourist satisfaction or both of them, environmentally friendly behavior of tourists will be more. Moreover, perceived consumer effectiveness moderates the relationship between tourism involvement and environmentally friendly behavior,which means that, compared to tourists with low perceived consumer effectiveness, the tourist involvement of tourists with high perceived consumer effectiveness has more effects on environmentally friendly behavior.
To mitigate this phenomenon, the importance of understanding and promoting environmentally friendly behavior among individual tourists is generally accepted. The study, from the viewpoint of involvement, constructs the conceptual model of tourist involvement, tourist satisfaction and environmentally friendly behavior with the perceived consumer effectiveness as the moderating variable, based on the related theories and prior literature, which aims to identify the moderating role of perceived consumer effectiveness on the formation of environmentally friendly behavior of tourists. Five hundred tourists visiting the Mangshan National Nature Reserves in Hunan province were surveyed, and received 554 valid questionnaires. The test of conceptual model and the moderating role of perceived consumer effectiveness was conducted using the statistical software of SPSS 22.0, AMOS 21.0. The findings shows that tourist involvement not only impacts environmentally friendly behavior directly, but also impacts environmentally friendly behavior indirectly mediated by tourist satisfaction. That's to say, no matter the promotion of tourist involvement or tourist satisfaction or both of them, environmentally friendly behavior of tourists will be more. Moreover, perceived consumer effectiveness moderates the relationship between tourism involvement and environmentally friendly behavior,which means that, compared to tourists with low perceived consumer effectiveness, the tourist involvement of tourists with high perceived consumer effectiveness has more effects on environmentally friendly behavior.
引文
[1]范香花,黄静波,程励.生态旅游地居民环境友好行为形成机制——以国家风景名胜区东江湖为例[J].经济地理,2016,36(12):177-183.
[2]马骏.基于生态环境阈限与旅游承载力背景下生物多样性保护策略研究——以世界自然遗产武陵源核心景区为例[J].经济地理,2016,36(4):195-202.
[3]陆诤岚,陆均良,李云云.旅游景区生态环境影响国外研究述评[J].经济地理,2009,29(1):130-134.
[4]祁秋寅,张捷,杨旸,等.自然遗产地游客环境态度与环境行为倾向研究:以九寨沟为例[J].旅游学刊,2009,24(11):41-46.
[5]张安民,李永文.游憩涉入对游客亲环境行为的影响研究——以地方依附为中介变量[J].中南林业科技大学学报:社会科学版,2016,10(1):70-78.
[6] Chiu Y T H,Lee W I,Chen T H. Environmentally responsible behavior in ecotourism:antecedents and implications[J]. Tour‐ism Management,2014,40(1):321-329.
[7] Manfredo M J. An investigation of the basis for external information search in recreation and tourism[J]. Leisure Sciences,1989,11(1):29-45.
[8] Havitz M E,Dimanche F. Leisure involvement revisited:Conceptual conundrums and measurement advances[J]. Journal of Leisure Research,1997,29(3):245-278.
[9] Oliver R. Satisfaction:a behavioral perspective on the consumer[M]. New York:Mc Graw Hill,1997.
[10] Chen C F,Tsai D. How destination image and evaluative factors affect behavioral intentions?[J]. Tourism Management,2007,28(4):1 115-1 122.
[11] Bosque I R D,Martin H S. Tourist satisfaction:a cognitiveaffective model[J]. Annals of Tourism Research,2008,35(2):551-573.
[12] Kinnear T C,Taylor J R,Ahmed S A. Ecologically concerned consumers:who are they?[J]. Journal of Marketing,1974,38(2):20-24.
[13] Kim Y,Han H. Intention to pay conventional-hotel prices at a green hotel:a modification of the theory of planned behavior[J]. Journal of Sustainable Tourism,2010,18(8):997-1014.
[14] Arcury T,Johnson T. Public environmental knowledge:a state wide survey[J]. The Journal of Environmental Education,1987,18(4):31-37.
[15] Steg L,Vlek C. Encouraging pro-environmental behavior:a integrative review and research agenda[J]. Journal of Environ‐mental Psychology,2001,21(3):233-248.
[16]张宏梅,陆林.游客涉入及其与旅游动机和游客满意度的结构关系——以桂林、阳朔入境旅游者为例[J].预测,2010,29(2):64-69.
[17] Lu L,Chi C G,Liu Y. Authenticity,involvement,and image:evaluating tourist experiences at historic districts[J]. Tourism Management,2015,50(5):85-96.
[18] Lewin K. Field theory in social science:selected theoretical papers[M]. Chicago:University of Chicago Press,1976:54-57.
[19] Higham J,Carr A. Ecotourism visitor experience in Aotearoa/New Zealand:challenging the environmental values of visitors in pursuit of pro-environmental behavior[J]. Journal of Sus‐tainable Tourism,2002,10(4):227-294.
[20] Roberts J A. Green consumers in the 1990s:profile and implications for advertising[J]. Journal of Business Research,1996,36(3):217-231.
[21]黄静波,范香花,黄卉洁.生态旅游地游客环境友好行为的形成机制——以莽山国家级自然保护区为例[J].地理研究,2017,36(12):2 343-2 354.
[22] Berger I E,Corbin R M. Perceived consumer effectiveness and faith in others as moderators of environmentally responsible behaviors[J]. Journal of Public Policy&Marketing,1992,11(2):79-89.
[23] Havitz M E,Dimanche F. Propositions for testing the involvement construct in recreational and tourism contexts[J]. Lei‐sure Sciences,1990,12(2):179-195.
[24] Hutchinson J,Lai F,Wang Y. Understanding the relationships of quality,value,equity,satisfaction,and behavioral intentions among golf travelers[J]. Tourism Management,2009,30(2):298-308.
[25] Han H,Yoon H J. Hotel customers’environmentally responsible behavioral intention:impact of key constructs on decision in green consumerism[J]. International Journal of Hospitality Management,2015,45(2):22-33.
[26] Kerstetter D L,Hou J S,Lin C H. Profiling Taiwanese ecotourists:using a behavioral approach[J]. Tourism Management,2004,25(4):491-498.
[27] Thapa B. The mediation effect of outdoor recreation participation on environmental attitude-behavior correspondence[J].The Journal of Environmental Education,2010,41(3):133-150.
[28] Goldsmith R E,Emmert J. Measuring product category involvement:a multitrait-multimethod study[J]. Journal of Business Research,1991,23(4):363-371.
[29] Josiam B M,Smeaton G,Clements C J. Involvement:Travel motivation and destination selection[J]. Journal of Vacation Marketing,1999,5(2):167-175.
[2]马骏.基于生态环境阈限与旅游承载力背景下生物多样性保护策略研究——以世界自然遗产武陵源核心景区为例[J].经济地理,2016,36(4):195-202.
[3]陆诤岚,陆均良,李云云.旅游景区生态环境影响国外研究述评[J].经济地理,2009,29(1):130-134.
[4]祁秋寅,张捷,杨旸,等.自然遗产地游客环境态度与环境行为倾向研究:以九寨沟为例[J].旅游学刊,2009,24(11):41-46.
[5]张安民,李永文.游憩涉入对游客亲环境行为的影响研究——以地方依附为中介变量[J].中南林业科技大学学报:社会科学版,2016,10(1):70-78.
[6] Chiu Y T H,Lee W I,Chen T H. Environmentally responsible behavior in ecotourism:antecedents and implications[J]. Tour‐ism Management,2014,40(1):321-329.
[7] Manfredo M J. An investigation of the basis for external information search in recreation and tourism[J]. Leisure Sciences,1989,11(1):29-45.
[8] Havitz M E,Dimanche F. Leisure involvement revisited:Conceptual conundrums and measurement advances[J]. Journal of Leisure Research,1997,29(3):245-278.
[9] Oliver R. Satisfaction:a behavioral perspective on the consumer[M]. New York:Mc Graw Hill,1997.
[10] Chen C F,Tsai D. How destination image and evaluative factors affect behavioral intentions?[J]. Tourism Management,2007,28(4):1 115-1 122.
[11] Bosque I R D,Martin H S. Tourist satisfaction:a cognitiveaffective model[J]. Annals of Tourism Research,2008,35(2):551-573.
[12] Kinnear T C,Taylor J R,Ahmed S A. Ecologically concerned consumers:who are they?[J]. Journal of Marketing,1974,38(2):20-24.
[13] Kim Y,Han H. Intention to pay conventional-hotel prices at a green hotel:a modification of the theory of planned behavior[J]. Journal of Sustainable Tourism,2010,18(8):997-1014.
[14] Arcury T,Johnson T. Public environmental knowledge:a state wide survey[J]. The Journal of Environmental Education,1987,18(4):31-37.
[15] Steg L,Vlek C. Encouraging pro-environmental behavior:a integrative review and research agenda[J]. Journal of Environ‐mental Psychology,2001,21(3):233-248.
[16]张宏梅,陆林.游客涉入及其与旅游动机和游客满意度的结构关系——以桂林、阳朔入境旅游者为例[J].预测,2010,29(2):64-69.
[17] Lu L,Chi C G,Liu Y. Authenticity,involvement,and image:evaluating tourist experiences at historic districts[J]. Tourism Management,2015,50(5):85-96.
[18] Lewin K. Field theory in social science:selected theoretical papers[M]. Chicago:University of Chicago Press,1976:54-57.
[19] Higham J,Carr A. Ecotourism visitor experience in Aotearoa/New Zealand:challenging the environmental values of visitors in pursuit of pro-environmental behavior[J]. Journal of Sus‐tainable Tourism,2002,10(4):227-294.
[20] Roberts J A. Green consumers in the 1990s:profile and implications for advertising[J]. Journal of Business Research,1996,36(3):217-231.
[21]黄静波,范香花,黄卉洁.生态旅游地游客环境友好行为的形成机制——以莽山国家级自然保护区为例[J].地理研究,2017,36(12):2 343-2 354.
[22] Berger I E,Corbin R M. Perceived consumer effectiveness and faith in others as moderators of environmentally responsible behaviors[J]. Journal of Public Policy&Marketing,1992,11(2):79-89.
[23] Havitz M E,Dimanche F. Propositions for testing the involvement construct in recreational and tourism contexts[J]. Lei‐sure Sciences,1990,12(2):179-195.
[24] Hutchinson J,Lai F,Wang Y. Understanding the relationships of quality,value,equity,satisfaction,and behavioral intentions among golf travelers[J]. Tourism Management,2009,30(2):298-308.
[25] Han H,Yoon H J. Hotel customers’environmentally responsible behavioral intention:impact of key constructs on decision in green consumerism[J]. International Journal of Hospitality Management,2015,45(2):22-33.
[26] Kerstetter D L,Hou J S,Lin C H. Profiling Taiwanese ecotourists:using a behavioral approach[J]. Tourism Management,2004,25(4):491-498.
[27] Thapa B. The mediation effect of outdoor recreation participation on environmental attitude-behavior correspondence[J].The Journal of Environmental Education,2010,41(3):133-150.
[28] Goldsmith R E,Emmert J. Measuring product category involvement:a multitrait-multimethod study[J]. Journal of Business Research,1991,23(4):363-371.
[29] Josiam B M,Smeaton G,Clements C J. Involvement:Travel motivation and destination selection[J]. Journal of Vacation Marketing,1999,5(2):167-175.