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论文从旅游者环境意识、感知质量、旅游感知利得、旅游感知利失、旅游环境友好度5个结构变量出发,通过引入感知质量作为中介变量,构建环境意识对旅游环境行为友好度影响机制的理论框架。并以青海湖景区为实证研究对象,通过验证性因子分析和三阶段结构方程模型的定量分析,校验理论框架中各结构因子、结构因子与其所含维度之间的影响路径及其系数,定量测度旅游者感知质量在环境意识与旅游感知价值关联中的中介效用和影响机制,及对旅游环境行为的潜在影响模式。结果表明:(1)环境意识对旅游者在旅游中的感知利益得失的影响方式存在差异,环境意识对感知利得的作用大于对感知利失的作用。(2)旅游者的感知利得有助于环境友好行为的产生,感知利失会对旅游环境行为友好度产生消极影响。(3)感知质量的中介效用存在且有效,旅游者环境意识通过感知质量,强化了对旅游感知价值及环境友好行为的作用。(4)感知质量分别在感知利得与感知利失结构模型中的中介效用存在强弱,在感知利得结构模型的中介作用强于感知利失模型。
Based on the five structural variables of environmental awareness, perceived quality, tourism perceived profit, tourism perceived loss and tourism environmental friendliness, the paper constructs the theory of environmental awareness on the impact mechanism of tourism environmental behavior friendliness by introducing perceived quality as an intermediary variable frame. Taking the Qinghai Lake scenic area as the empirical research object, through the confirmatory factor analysis and the quantitative analysis of the three-stage structural equation model, the paper verifies the influence path and its coefficient between each structural factor, the structural factor and its contained dimension in the theoretical framework Measure the intermediary utility and influence mechanism of perceived quality of tourists in the relationship between environmental awareness and tourism perceived value and the potential impact on tourism environmental behavior. The results show that: (1) There is a difference in the way of environmental awareness affecting the tourists’ perceived benefits and losses in tourism. Environmental awareness has a greater effect on perceived profit than on perceived profits and losses. (2) The perceived profits of tourists contribute to the emergence of environment-friendly behaviors, and perceived loss will have a negative impact on the degree of friendship and environmental friendliness of tourism. (3) The intermediary utility of perceived quality exists and is effective, and the environmental awareness of tourists enhances the perceived value of tourism and the effect of environment-friendly behavior through perceived quality. (4) The mediating effect of perceived quality in perceived profit and perceived loss structure model respectively is stronger and weaker than that in perceived profit model.