基于TPB扩展模型的生态旅游行为影响因素实证研究

生态旅游是以自然环境为基础的旅游形态,而生态旅游行为也是环境保护行为之一。基于计划行为理论(TPB),加入道德规范与环境关心两个变量形成扩展的TPB理论模型,选择南京钟山风景区(国家森林公园)的生态旅游者为样本,通过结构方程模型验证各变量之间的因果关系,并探讨游客生态旅游行为的影响因素。研究发现,道德规范需要透过态度的中介才能正向影响行为意图;环境关心直接或间接地透过主观规范影响行为意图;影响实际生态旅游行为频率的主要变量,依序为行为意图与知觉行为控制。因此,提升道德规范可以使旅游者的生态行为和态度更正面,而提升旅游者的环境关心程度尤为重要。

Influencing Factors of Ecotourism Behavior Based on TPB Extended Model

Ecotourism is a tourism form based on natural environment,and ecotourism behavior is also one of environmental protection behaviors.Based on the theory of planned behavior(TPB),this study adds two variables such as ethics and environmental concern to form an extended TPB theoretical model.Taking ecotourists in Zhongshan Scenic Area(National Forest Park)of Nanjing as samples,structural equation model is used to verify the causal relationship among the variables,and to explore the influencing factors of tourists’ecotourism behavior.The results show that moral norms need to be mediated by attitude to positively influence behavioral intention;Environmental concern directly or indirectly affects behavioral intention through subjective norms;The main variables influencing the frequency of actual ecotourism behavior are behavioral intention and perceived behavior control.Therefore,the promotion of ethics can make tourists’ecological behavior and attitude more positive,it’s important to enhance the degree of environmental concern of tourists.