生态旅游中拟人化解说对游客环境教育效果的影响——基于网络情景实验的分析

生态旅游情境下,解说是实现环境教育的重要媒介。解说的拟人化设计使解说内容以更具亲和力的方式展现出来,可给游客带来更好的环境教育效果。基于此,本研究采用网络问卷的情景实验法,以解说方式是否拟人化、游客认知风格差异的双因素完全随机实验设计,探究解说方式的拟人化对游客环境教育效果的影响机制。结果表明：（1）解说方式在视觉与听觉上的拟人化,对于游客的环境教育效果均有显著影响;（2）游客认知风格在拟人化解说与游客环境教育效果中的调节作用,在视觉层面上得到了显著表现,听觉层面则无显著差异。本文探究了解说方式拟人化与游客认知风格的交互作用对游客环境教育效果的影响,补充了环境教育研究中仅关注解说内容而忽视其展示方式的不足,同时考虑了不同特征游客的多样化、个性化的解说需求,为完善生态旅游解说设计、提升旅游的环境教育效果提供了参考。

Impact of anthropomorphic interpretation on tourist environmental education in ecotourism: A situational experiment based on online survey

Interpretation is important in environmental education in the context of ecotourism. Anthropomorphic interpretation presents the content in a more vivid way, which may improve environmental education perceptions of tourists. This study adopted situational experiment method to explore the influence of anthropomorphic interpretation on environmental education. Random experiment was used in this study, and personal cognitive style was taken into consideration. The empirical dataset contains four sets of questionnaires (with personification videos, no anthropomorphic video, anthropomorphic audio, no anthropomorphic audio, respectively). The survey was conducted through four ways of internet survey websites. A total of 673 questionnaires were collected. According to the experimental requirements, 400 samples with completed information were randomly selected as valid sample. The results show that both visual and auditory anthropomorphic interpretation have significant impacts on environmental education. Participants' cognitive style plays a moderating role in anthropomorphic interpretation and environmental education. The effect of cognitive style was significant on visual anthropomorphic interpretation but insignificant on auditory anthropomorphic interpretation. This study contributes to the mechanism research on anthropomorphic interaction and environmental education. This study insights environmental education research that the means of interpretation are of importance. It takes diversified and personalized interpretation demands into consideration, which is valuable for improving tourism interpretation in ecotourism.