利益相关者视角的游客环境责任行为研究：多维结构及其动力机制匹配

Tourism is a strategic pillar industry in our country's national economy, and also an important engine for promoting regional development. However, at the same time, the environmental problems brought by tourism activities are prominent. This poses a serious threat to the tourism resources that the tourism industry depends on. Specifically, the environmental problems causes distress for the local community, which deviated from the original intention of tourism development. Actually, the development of tourism should not be at the expense of the environment, but must be based on the sustainable development of the environment, establishing a virtuous cycle of environmental protection and tourism activities. Due to the urgency and necessity of implementing environmental responsibility behavior in the process of carrying out tourist activities in tourist destinations, and the reality that the negative impact of tourist activities on the environment of tourist destination, this study takes environmental responsible behavior of tourists as the research object, defines the connotation of the tourist environmental responsibility behavior, clarifies the multi-dimensional structure of the tourist environmental responsibility behavior and constructs the dynamic mechanism model matching with different dimensions, in order to deeply explore the formation mechanism of tourists’ environmental responsibility behavior in the tourist industry context. By doing so, this study tries to enrich the knowledge content in the field of tourist environmental responsibility behavior in the theoretical level, and to provide new ideas for the tourist management of tourist destination at the practical level, as well as to provide decision support for the tourism destination to achieve sustainable development of tourism.

旅游业是我国国民经济的战略性支柱产业，是推动区域发展的重要引擎，但与此同时，旅游活动带来的环境问题凸显，严重威胁到旅游地赖以生存的本底资源，也对当地社区生活造成困扰，背离了旅游业发展的初衷。旅游业的发展不应以牺牲环境为代价，而必须以环境的可持续为前提，在环境保护与旅游活动之间建立良性循环关系。从消费方而言，游客作为旅游活动的主体，理应在旅游地环境可持续发展方面扮演重要的角色，主动实施环境责任行为。本项目针对游客环境责任行为的必要性和紧迫性，植根于我国旅游业发展情境，运用定性和定量相结合的方法，从利益相关者视角界定游客环境责任行为的概念及内涵，明确游客环境责任行为的多维度结构，并构建与不同维度游客环境责任行为相匹配的动力机制模型。本项目尝试以此为契机，在理论层面丰富游客环境责任行为领域的知识内容，在实践层面为旅游地实施游客行为管理提供新的思路，为旅游地实现可持续发展提供理论基础和决策支撑。

随着旅游业发展，游客活动带来的旅游地环境问题日益突出，远远背离了旅游业发展的初衷，更不是高质量旅游经济的应有之义。引导和鼓励游客在旅游地实施环境责任行为，使游客在获得美好旅游体验的同时维护或增进旅游地环境价值，是应对旅游地生态困境、彰显旅游公平正义、确保旅游业可持续发展的有效途径。从已有研究来看，游客环境责任行为的内涵与构成维度仍不明确，使得相关领域的研究缺乏持续积累和拓展的理论基础。且现有研究主要从游客个体视角审视驱动其环境责任行为的因素，将游客环境责任行为归结为个体特质或个体环境知识、环境价值观、环境意识、环境情感的外在表现。近年来逐渐有研究关注人地关系以及社会情境对游客环境责任行为的影响。但总体而言认知视角仍较为单一，导致无法全面理解驱动游客环境责任行为的关键因素。本项目从利益相关者视角理解游客环境责任行为内涵，对其维度结构、驱动因素及与不同维度游客环境责任行为相匹配的动力机制进行研究。研究表明，游客环境责任行为是具有多维结构的概念，不同维度的环境责任行为具有不同的驱动因素和影响机制，但也存在共同的驱动因素。研究进一步发现，旅游地支持是驱动不同维度游客环境责任行为的重要前因。作为游客活动时嵌入并与之互动的社会空间，旅游地支持建构了游客行为产生的直接情境。游客对旅游地情境进行解读，通过自己的感知和理解来把握所处环境，进而决定采取怎样的态度和行为。游客感知的旅游地支持程度越高，越倾向于实施有利于旅游地的环境责任行为。且旅游地支持既可直接影响，也可通过自我效能、地方认同、环境规范、社会规范等间接影响游客环境责任行为。实践层面，我国处于生态文明建设初期，人们的环境价值观、环境认知和环境意识仍较为薄弱，单纯依靠游客进行自我管理和自我约束还不太现实。政府部门、旅游地管理机构应充分发挥自身的主体性作用管理游客行为，尤其应重视社会支持系统构建，塑造有利于游客环境责任行为的情境氛围。