社会资本对旅游者环境友好行为意愿的影响

发布时间：2019-03-11 07:24

【摘要】：基于旅游者环境友好行为的"利他主义"和"集体行动"属性,文章探讨了关系社会资本、集体社会资本、广义社会资本与旅游者环境友好行为意愿之间的理论关系,并以杭州西溪湿地为例,依据371位游客的抽样调查数据,实证检验了三个层面社会资本的核心要素(情感连带、群体规范、人际信任)对旅游者两层次环境友好行为意愿的影响。研究结果显示:(1)情感连带、群体规范对旅游者环境维护行为意愿、环境促进行为意愿均具有显著的正向影响;(2)人际信任对环境维护行为意愿具有显著的正向影响,对环境促进行为意愿的影响则不显著;(3)不同层面社会资本对环境友好行为意愿的影响强度具有差异性,集体社会资本下的群体规范对环境维护行为意愿的影响最强,而关系社会资本下的情感连带对环境促进行为意愿的影响最强。
[Abstract]:Based on the attributes of "altruism" and "collective action" of tourists' environmental friendly behavior, this paper discusses the theoretical relationship between the relationship among social capital, collective social capital, broad sense social capital and tourists' intention of environmental friendly behavior. Taking Xixi wetland in Hangzhou as an example, according to the sample survey data of 371 tourists, this paper empirically tests the core elements of social capital in three levels (emotional association, group norms, etc.) Interpersonal trust (interpersonal trust) has an impact on the two levels of environmental friendly behavior intention of tourists. The results show that: (1) emotional association, group norms have a significant positive impact on tourists' willingness to maintain environmental behavior and environmental will to promote behavior; (2) interpersonal trust has a significant positive effect on environmental maintenance behavior intention, but has no significant effect on environmental promotion behavior intention; (3) the influence intensity of social capital on environmental friendly behavior is different at different levels, and the influence of group norms on environmental maintenance behavior is the strongest under collective social capital. The emotional relationship under the social capital has the strongest influence on the will to promote the behavior of the environment.
【作者单位】：浙江大学管理学院旅游管理系;
【基金】：教育部人文社会科学研究青年基金项目(11YJCZH225)资助~~
【分类号】：X24;F590

【参考文献】