旅游地社会责任对旅游者环境责任行为影响的传导机制研究

With the steady and fast development of tourism industry, it has been the strategic pillar industry of China as well as an important part of modern service industry, which makes an important contribution to the development of destination’s economy, while tourism development brought great negative impact on society and environment due to the non-social responsibility behavior in the development of destination and the non-environmentally responsible behavior of tourists. Therefore, destination social responsibility behavior and tourist environmentally responsible behavior are objectively required. To solve this major practical problem, the research of destination social responsibility and tourist environmentally responsibility behavior have been the current academic hotspot and focus. Existing literature, however, does little research on the scientific definition and structure dimension of destination social responsibility and tourist environmentally responsibility behavior, as same as on the motivation of destination social responsibility and its relationship with tourists’ response. Furthermore, the relationship and mechanism of impact between destination social responsibility and tourist environmentally responsible behavior has not yet come to the attention of researchers. Based on relevant literature, according to the scale development paradigm, the current study scientifically defines destination social responsibility and tourist environmentally responsible behavior, and develops the scales of destination social responsibility and tourist environmentally responsible behavior. Based on these, this study analyzes the motivation of destination social responsibility and its relationship with tourists’ response by the method of grounded theory and experimental analysis. According to the theory of cognition-emotion-behavior, relationship quality and social identity, using empirical research methods, it constructs and empirically tests the transmission mechanism model of the impact of destination social responsibility on tourist environmentally responsible behavior. Finally, by means of case study method, the governance mechanisms are built both destination social responsibility and tourist environmentally responsible behavior. This study explains the essence of destination social responsibility and the tourist environmentally responsible behavior, proves the motivation of destination social responsibility and its relationship with tourist responses, reveals the transmission mechanism of destination social responsibility on tourist environmentally responsible behavior, enriches and develops the theory of destination management, has the significantly practical value on improving the destination environment and implementing destination sustainable development.

随着旅游业持续快速发展，其对旅游地经济发展带来积极影响的同时，也对旅游地社会、环境等带来了消极影响，这客观上要求旅游地在发展中承担社会责任，旅游者在旅游中采取环境责任行为。然而，关于旅游地社会责任与旅游者环境责任行为的研究成果还相当缺乏或不深入。为此，本课题借鉴相关研究成果，对旅游地社会责任和旅游者环境责任行为进行科学界定，并开发出相应量表，探析旅游地社会责任动机及其与旅游者响应关系，构建并实证检验旅游地社会责任对旅游者环境责任行为影响的传导机制模型，在此基础上，制订相应的旅游地社会责任和旅游者环境责任行为治理机制。通过本课题研究，全面诠释了旅游地社会责任和旅游者环境责任行为的本质，探明了旅游地社会责任动机及其与旅游者响应关系，揭示了旅游地社会责任对旅游者环境责任行为影响的传导机制，对丰富和发展旅游地经营管理理论具有重要的科学意义，对改善旅游地环境、实现旅游地可持续发展具有显著的现实价值。

随着旅游业持续快速发展，其已成为我国战略性支柱产业和现代服务业的重要组成部分，为国民经济的发展做出了重要贡献。在旅游发展带来积极影响的同时，也带来相应的消极影响，这客观上要求旅游地在发展中承担社会责任，旅游者在旅游中采取环境责任行为。然而，学界对于旅游地社会责任和旅游者环境责任行为的研究虽然表现出极大关注，但当前相关成果还不十分丰富，尤其是从整个旅游地视角，有机融入旅游消费、旅游活动、旅游地等特性，探讨旅游地社会责任对旅游者环境责任行为的研究成果还十分缺乏，亟待开展相关研究。.在相关文献的基础上，本课题首先根据利益相关者理论、社会交换理论、认同理论、关系质量理论、消费情感理论等，构建了系列理论模型，在此基础上通过对湘西凤凰古城、张家界国家森林公园、长沙岳麓山、厦门鼓浪屿等旅游地开展实地调查，建立相应的数据库。通过对数据的实证分析，实证检验了理论模型，得到了重要研究结论：（1）从旅游者、旅游地居民和旅游地企业员工三个视角，探明旅游者忠诚、旅游地居民生活质量、旅游地居民环境责任行为、旅游企业员工绿色行为等是旅游地社会责任的重要结果变量。（2）基于归因理论、信号理论和社会交换理论，构建了旅游地社会责任动机、旅游地声誉、目的地认同和出游意向之间的关系模型，实证研究发现当旅游地声誉较好时内在（vs. 外在）旅游地社会责任动机对旅游者的旅游地认同和出游意向的影响更加显著，当旅游地声誉一般时，旅游地社会责任动机对旅游者认同和出游意向的影响无显著差异。（3）从旅游者自身和旅游地特征两个方面，探明旅游地服务质量、旅游地生态友好声誉、旅游地声誉、旅游者满意、旅游者认同、旅游者积极情感和旅游者环境承诺是旅游者环境责任行为的关键影响因素。（4）基于刺激-机体-反应理论、消费情感理论和社会认同理论，构建了旅游地社会责任、旅游者情感、旅游地认同、旅游者环境责任行为之间的关系模型，实证发现旅游地社会责任通过旅游者积极情感和旅游地认同对旅游者环境责任行为起到积极作用，且相对于重游者，旅游地社会责任对初游者的环境责任行为影响更大。.本课题探明了旅游地社会责任产生的结果和旅游者环境责任行为的影响因素，诠释了旅游地社会责任动机及其与旅游者响应关系，揭示了旅游地社会责任对旅游者环境责任行为影响的传导机制，对丰富和发展旅游地经营管理理论具有重要的科学意义，对改善旅游地环境、实现旅游地可持续发展具有显著的现实