旅游地社会责任概念化、形成及其对旅游地发展绩效的影响机制研究

With the rapid development and enlarging influence of tourism industry, the destination, as the most important premise of tourism industry, is becoming more and more important, and the significance of destination social responsibility has appealed to many researchers of the tourism industry. Destination is expected to have ethical responsibilities and go beyond their profit-oriented activities and boost the wellbeing of the community. However, through the review of extant literature, in spite of rising interest in destination responsibility and vigorous participation in destination social responsibility activities, there is little research directly definite the social responsibility from destination perspective and its dimensions have not yet achieved consensus. Moreover, little effort is exerted to the reason for the formation of destination social responsibility. There are many studies to analyze the relationship between destination social responsibility and economic performance of destination, but the exact influential mechanism is not clear. In addition, the impact of destination social responsibility on social performance and environmental performance has not attracted researchers' focus. Therefore, based on related research findings, this study defines scientifically the destination social responsibility from the destination perspective. The destination social responsibility scale is developed according to the development principal of measurement scale from Churchill (1979). And then, based on institutional theory, stakeholder theory, social identity theory and strategic theory, this study explores the formation of the destination social responsibility. Though depth interviews and questionnaires to get data, this study uses factor analysis, regression analysis method to empirically test these forming factors. The influential mechanism model of destination social responsibility on destination development performances (including economic performance, social performance and environmental performance) is constructed based on cognitive-behavior congruity theory, stakeholder theory, signal theory etc. Furthermore, the model is tested by means of case study and empirical study. Especially, using SEM model, the study takes destination reputation, trust and identification as mediators in the influential mechanism model, and tests their mediated effects. And also, the study considers the role of control variables, such as destination type, scope etc. As a whole, this research demonstrates the nature, dimensions and formation of destination social responsibility, and reveals the influential mechanism of destination social responsibility on destination development performances, which is of great scientific significance to enrich destination management theory, and great practical value to improve the destination development performances and achieve sustainable development of destination.

随着旅游业的发展壮大，旅游地作为其发展的主要载体，对当地经济、社会和环境的影响日益显著，旅游地社会责任行为成为了社会各界关注的焦点，旅游地社会责任研究已成为社会责任研究的重要新兴领域。然而，关于旅游地社会责任的概念、构成维度、形成机理及其产生的影响和结果等方面的研究还不深入或相当缺乏。为此，本课题通过借鉴相关理论成果，对旅游地社会责任进行科学界定，根据量表开发范式，开发出旅游地社会责任量表，在此基础上，探究旅游地社会责任的形成机理，建立旅游地发展绩效评价指标体系，并构建旅游地社会责任对旅游地发展绩效的影响机制模型。通过案例研究、实证调研等方法对理论模型进行实证检验。通过本课题的研究，阐明了旅游地社会责任的本质，探明了旅游地社会责任的形成机理，揭示了旅游地社会责任对旅游地发展绩效的影响机制，对丰富旅游地经营管理理论具有重要的科学意义，对提高旅游地发展绩效、实现其持续发展具有显著的现实价值。

随着我国经济的发展和人民生活水平的提升，旅游活动已成为人们日常生活方式之一，旅游业已成为我国战略性支柱产业。伴随着旅游业的发展壮大，旅游地作为其发展的主要载体，其社会、经济、文化等各个方面受旅游活动的影响日益显著，因而旅游地社会责任成为了当前旅游学研究的重要新兴领域。本项目在对现有研究文献进行系统分析和述评的基础上，从旅游地两大核心利益相关者主体（旅游地居民和旅游者）视角探讨旅游地/企业社会责任对旅游地两大发展绩效（经济绩效和社会绩效）的影响机制，进而探讨旅游活动及其本质。. 在相关文献的基础上，本课题首先根据利益相关者理论、关系质量理论、认知--情感--行为理论等，构建了系列理论模型，在此基础上通过对厦门市旅游者、灰汤温泉旅游者、凤凰古城居民等调查，建立相应的数据库。通过对数据进行实证分析，对理论模型进行实证检验，得到了重要研究结论：（1）依据认知—情感—行为理论，构建了旅游企业社会责任和声誉、消费情感与旅游者行为倾向之间关系的整合模型，并以我国温泉旅游者为例展开实证研究，发现消费情感在旅游企业社会责任和声誉对旅游者行为倾向影响中起中介作用，从而证实了旅游者行为倾向的产生过程符合认知—情感—行为这三个阶段。（2）依据利益相关者理论等，构建旅游地社会责任、居民获利、居民信任和居民支持旅游发展之间的关系模型，通过对凤凰古城居民调查获取基础数据，实证研究发现旅游地社会责任通过居民获利和居民信任对居民支持旅游发展产生间接影响。（3）将旅游者主观幸福感作为旅游发展的社会绩效，通过对厦门市旅游者、灰汤温泉旅游者等实证研究发现，服务公平、服务质量、感知价值、旅游者满意是提升旅游者主观幸福感的重要驱动因素。（4）基于交易营销范式和关系营销范式，构建旅游者忠诚影响因素的整合模型，证实了旅游活动过程，及时认知过程，也是情感体验过程；既是交易产生过程，也是关系建立过程。通过构建旅游属性的理论模型并进行实证检验，证实了旅游既具有经济属性，又具有社会属性。. 本课题揭示了旅游地社会责任对旅游地发展绩效的影响机制，探明了旅游活动的本质，对丰富旅游地经营管理理论具有重要的科学意义。