CAJ | 학술논문

作为旅游地环境保护主体的旅游者,其所表现的环境责任行为是促进旅游地资源持续有效利用的重要推手。揭示旅游者环境责任行为的驱动因素与影响机理,是引导旅游者选择绿色旅游,进而实现目的地可持续旅游发展的前提。本文基于地理学研究中的地方理论,从人（旅游者）—地（目的地）互动角度,综合考虑个体因素和地方特征对旅游者环境责任行为的影响,构建目的地地方特征、旅游者个体特征、地方依恋与旅游者环境责任行为之间的概念模型。通过对475份有效样本数据进行结构方程模型分析发现：旅游者对目的地的地方依恋情感是环境责任行为形成的重要驱动要素。目的地地方特征通过地方依恋的中介作用对旅游者环境责任行为产生影响,其中目的地的氛围、公共服务、旅游服务和目的地环境是较为重要的影响因子。从旅游者的个体特征来看,相比于男性,女性游客的地方依恋水平较高;受教育水平越高,地方依恋水平越低;而到访次数越多,地方依恋越高;相较于组团游客,自由行游客的地方依恋水平较高;另外,旅游者的年龄和受教育水平与其环境责任行为表现呈现正向的直接影响关系。据此,目的地管理者应发挥旅游者在绿色旅游中的主动作用,在引导旅游者环境责任行为的过程中,实施旅游者情感管理;通过营造目的地氛围、完善公共服务设施体系、提升旅游服务品质等举措来培育旅游者的地方依恋情感;注重塑造目的地的地方特征,充分考虑目的地地方的独特元素对旅游者的情感影响;并针对不同类型的旅游者群体制定差异化的策略来引导其环境责任行为。
작위여유지배경보호주체적여유자,기소표현적배경책임행위시촉진여유지자원지속유효이용적중요추수。게시여유자배경책임행위적구동인소여영향궤리,시인도여유자선택록색여유,진이실현목적지가지속여유발전적전제。본문기우지이학연구중적지방이론,종인（여유자）—지（목적지）호동각도,종합고필개체인소화지방특정대여유자배경책임행위적영향,구건목적지지방특정、여유자개체특정、지방의련여여유자배경책임행위지간적개념모형。통과대475빈유효양본수거진행결구방정모형분석발현：여유자대목적지적지방의련정감시배경책임행위형성적중요구동요소。목적지지방특정통과지방의련적중개작용대여유자배경책임행위산생영향,기중목적지적분위、공공복무、여유복무화목적지배경시교위중요적영향인자。종여유자적개체특정래간,상비우남성,녀성유객적지방의련수평교고;수교육수평월고,지방의련수평월저;이도방차수월다,지방의련월고;상교우조단유객,자유행유객적지방의련수평교고;령외,여유자적년령화수교육수평여기배경책임행위표현정현정향적직접영향관계。거차,목적지관리자응발휘여유자재록색여유중적주동작용,재인도여유자배경책임행위적과정중,실시여유자정감관리;통과영조목적지분위、완선공공복무설시체계、제승여유복무품질등거조래배육여유자적지방의련정감;주중소조목적지적지방특정,충분고필목적지지방적독특원소대여유자적정감영향;병침대불동류형적여유자군체제정차이화적책략래인도기배경책임행위。
Tourists are the main force to protect the destination environment, and their environmentally responsible behaviors are the importamnt drivers to promote the destination resoures utilization efficiceney. Figuring out influencing factors and its effects on tourists＇ environmentally responsible behavior could be considered as the cornerstone of leading responsible behaviors and achieving green tourism goals. Based on place theory, from the perspective of interaction between tourists and destination, this study proposed a model that depicts the relationship among tourists＇ attributes, destination attributes, place attachment and tourists＇ environmental responsible behaviors. The structural equation model for a usable sample of 475 visitors in the city of Xiamen of China indicates that place attachment has significant positive effect on tourists ＇ environmentally responsible behaviors. The place attributes of destination have indirect effect on tourists＇ environmentally responsible behaviors while meidating the effect of place attachment, and destination aemosphere, public service, hospitalitiy service and environment are essential factors. Female tourists have higher level place attachment than male. Touists with high education have lower level place attachment. Tourists with more visiting times show higher place attachment. Individual tourists have higher place attachment than package tourists. Besides, age and education are directly related to tourists＇ environmentally responsible behaviors positively. Therefore, this paper suggested that the role of tourists should be paid great imortance to in the environmental protection and implement emtotion mangement to cultivate the tourists＇ attachment to the destination by creating destination atmosphere, improving public service facility and tourism service quality. It is necessary to shape the place attributes of destination and consider the influence of the specific elements of destination on tourists＇ emotion. Besides, for different types of tourists, differential strategies are required to lead tourists to make environmentally responsible behaviors.