Personal Factors Influencing Pro-environmental Behavioral Intentions of Tourists in National Parks: A Case Study of the Potatso National Park
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摘要: 国家公园游客的亲环境行为对保护生态环境具有重要意义。构建价值信念规范理论和期望理论的整合模型，以云南省普达措国家公园为案例地，基于382份游客有效调研数据并采用结构方程模型，分析国家公园游客亲环境行为意向的影响因素及作用机制。研究结果表明：个人规范和期望值正向影响亲环境行为意向；亲社会心理因素（生态价值观、生态世界观、后果意识、责任归属、个人规范）和自利心理因素（目标效价、工具值、期望值）共同驱动游客亲环境行为意向。归纳并验证了提升游客亲环境行为意向的亲社会因素和自利因素，为制定行之有效的游客亲环境行为引导策略以及自然旅游目的地可持续发展战略提供有益参考，助推中国绿色低碳发展国家战略的顺利实施。Abstract: The pro-environmental behaviors of tourists in national parks are of great significance to ecological protection. This paper was designed to provide a comprehensive understanding of the formation of tourists' pro-environmental intentions in a national park context by merging the value-belief-norm theory and the expectancy theory into one theoretical framework, and uses structural equation modeling to verify theoretical hypotheses based on 382 valid questionnaires of tourists in Potatso National Park of China. The results show that personal norm and expectancy positively affect the intention of pro-environmental behavior. As a whole, the prosocial psychological factors (biospheric value, ecological worldview, awareness of consequences, ascription of responsibility, personal norm) and the self-interested psychological factors (valence, instrumentality, expectancy) jointly promote tourists' pro-environmental behavior intentions. This study summarizes and verifies the prosocial and self-interest factors to improve tourists' pro-environmental behavior intention, provides a useful reference for formulating effective guidance strategies for tourists' pro-environmental behavior and sustainable development strategies of natural tourism destinations, and promotes the smooth implementation of China's green and low-carbon development national strategy.
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表 1 研究构面定义及测量题项
研究构面 构面定义 题项
代码测量题项 生态价值观 游客生活中的指导原则影响着多种环境行为 B1 防止污染，保护自然资源[54] B2 尊重地球，与其他物种和谐相处[54] B3 人与自然和谐统一[67] B4 保护环境，保护大自然[67] 生态世界观 游客衡量自身同生态环境关系的基本观点 N1 地球其他物种和人类一样具有生存的权利[40] N2 地球的生存资源和空间有限[40] N3 人类正在滥用自然资源[68] N4 目前的环保工作还远远不够[68] 后果意识 游客不按照社会规范行动时对生态环境产生不利后果的意识水平 A1 保护环境使我们人类受益[69] A2 旅游污水的排放造成周边湖泊和河流的污染[70] A3 在未来十年里，成千上万的动植物物种将灭绝[69] A4 气候变化的宣传是夸大其词[70] 责任归属 游客应对未采取特定亲环境行为可能造成的生态环境负面后果负有责任 R1 每位公民都应该承担环境保护的责任[54] R2 我的旅游活动不会对环境造成任何影响[54] R3 政府应该承担环境保护的责任[71] R4 我从不担心环境会变坏[71] 个人规范 游客履行亲环境行为的道德义务感知 P1 我觉得有义务在旅游过程中采取环保行为[33] P2 不管其他人如何做，我认为在旅游过程中我应该以环保的方式行事[33] P3 我认为，旅游过程中环保很重要，应尽量避免旅游活动对社会及其环境造成的破坏[54] P4 我觉得游客在旅游过程中，总体表现出环境友好非常重要[54] 目标效价 游客对履行亲环境行为得到特定奖励的重视 V1 我认为，如果目的地的环境良好，我会更喜欢我的旅行[44] V2 我认为旅游过程中，采取环保行为是正确的选择[44] V3 干净无污染的环境对我的旅游体验很重要[44] 工具值 游客对努力履行亲环境行为将对生态环境保护产生预期结果的看法 I1 我相信当我旅游时采取环保行为，我会成为其他游客的榜样[44] I2 我相信我做的环保行动越多，我就越能改善环境[44] I3 我对环境的了解越多，就越能帮助保护环境[44] 期望值 游客认为努力履行亲环境行为将对生态环境带来良好绩效的概率 E1 我的环保行为可以防止环境恶化[44] E2 我相信环保行为并不需要占用我过多时间[44] E3 我相信成为环保主义者并不难[44] 亲环境行为意向 游客主动参与解决或防范生态环境问题行为所愿投入努力的程度 T1 如果可能，我会购买“生态”或“有机”产品[72] T2 我计划在今后将停止浪费自然资源[72] T3 我会尽我所能保护当地资源，如果一个著名景点需要从环境破坏中恢复，我会自愿停止参观，我不会打扰任何生物和植被，例如随意投喂野生动物、采摘野花[10] 
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表 2 正态分布数据检验
研究构面 题项代码 均值 标准差 偏度统计量 峰度统计量 生态价值观 B1 3.296 1.442 −0.625 −0.308 B2 3.916 1.489 −0.716 −0.232 B3 3.924 1.354 −0.593 −0.185 B4 3.968 1.434 −0.638 −0.224 生态世界观 N1 5.526 1.232 −0.483 −0.908 N2 5.009 1.322 −0.506 −0.976 N3 5.509 1.154 −0.464 −0.936 N4 5.052 1.150 −0.452 −1.090 后果意识 A1 5.224 1.171 −0.382 −0.984 A2 5.825 1.389 −0.423 −0.936 A3 6.076 1.035 −0.516 −0.925 A4 5.278 1.152 −0.486 −0.906 责任归属 R1 5.468 1.027 −1.239 1.524 R2 5.037 1.216 −1.197 1.613 R3 5.134 1.152 −1.176 1.608 R4 5.237 1.193 −1.082 1.597 个人规范 P1 4.623 1.155 0.935 1.129 P2 4.771 1.259 1.226 0.625 P3 5.252 1.164 1.186 1.114 P4 5.368 1.095 0.974 0.552 目标效价 V1 6.252 0.954 −1.234 1.567 V2 5.969 0.984 −1.183 1.806 V3 5.765 1.085 −1.325 1.628 工具值 I1 5.025 1.183 0.176 −1.070 I2 5.623 1.277 0.218 −1.216 I3 5.543 1.281 0.237 −1.304 期望值 E1 5.125 1.283 −0.732 −0.672 E2 4.523 1.377 −0.654 −0.722 E3 5.433 1.487 −0.746 −0.603 亲环境行为意向 T1 4.738 1.308 −0.503 −0.854 T2 4.987 1.430 −0.478 −0.583 T3 4.694 1.335 −0.521 −0.478 注：偏度标准误为0.106，峰度标准误为0.228。
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表 3 验证性因子分析结果
研究构面 题项代码 因子载荷量标准
偏差题项信度相关性 CR AVE Cronbach's alpha系数构面信度 理想值 > 0.7 > 0.36 > 0.6 > 0.5 > 0.7 生态价
值观B1 0.862 0.554 0.804 0.765 0.783 B2 0.883 0.511 B3 0.776 0.579 B4 0.891 0.568 生态世
界观N1 0.729 0.618 0.854 0.563 0.851 N2 0.755 0.768 N3 0.776 0.553 N4 0.731 0.706 后果意识 A1 0.772 0.722 0.801 0.655 0.797 A2 0.763 0.587 A3 0.822 0.767 A4 0.816 0.563 责任归属 R1 0.762 0.662 0.916 0.684 0.913 R2 0.806 0.713 R3 0.865 0.638 R4 0.798 0.703 个人规范 P1 0.772 0.451 0.897 0.536 0.906 P2 0.786 0.393 P3 0.728 0.548 P4 0.832 0.406 目标效价 V1 0.739 0.443 0.823 0.638 0.827 V2 0.872 0.559 V3 0.713 0.433 工具值 I1 0.726 0.587 0.902 0.652 0.897 I2 0.881 0.524 I3 0.728 0.412 期望值 E1 0.846 0.541 0.868 0.598 0.864 E2 0.823 0.684 E3 0.865 0.404 亲环境行为意向 T1 0.792 0.581 0.809 0.752 0.813 T2 0.826 0.638 T3 0.883 0.534 注：总体信度为0.862。
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表 4 构面区分效度检验
构面 AVE 生态价值观 生态世界观 后果意识 责任归属 个人规范 目标效价 工具值 期望值 亲环境行为意向 生态价值观 0.765 0.875 生态世界观 0.563 0.332 0.750 后果意识 0.655 0.264 0.468 0.809 责任归属 0.684 0.321 0.362 0.657 0.827 个人规范 0.536 0.469 0.440 0.525 0.492 0.732 目标效价 0.638 0.421 0.423 0.338 0.438 0.446 0.798 工具值 0.652 0.404 0.334 0.356 0.413 0.469 0.442 0.807 期望值 0.598 0.233 0.175 0.178 0.211 0.420 0.325 0.357 0.773 亲环境行为意向 0.752 0.371 0.374 0.376 0.369 0.553 0.457 0.516 0.423 0.867 注：矩阵的对角线为各构面AVE的平方根。
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表 5 路径系数估计与假设检验
研究假设 标准化路径
系数βt 假设检验 H1：生态价值观→生态世界观 0.319 4.528** 成立 H2：生态世界观→后果意识 0.578 7.391** 成立 H3：后果意识→责任归属 0.865 11.626** 成立 H4：责任归属→个人规范 0.355 7.693** 成立 H5：个人规范→亲环境行为意向 0.625 10.869** 成立 H6：目标效价→工具值 0.583 10.104** 成立 H7：工具值→期望值 0.379 6.790** 成立 H8：期望值→亲环境行为意向 0.261 5.215** 成立 H9：生态世界观→目标效价 0.483 7.404** 成立 H10：后果意识→工具值 0.207 4.532** 成立 H11：责任归属→期望值 0.061 1.174 不成立 注：* P < 0.05，** P < 0.01。
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