基于计划行为理论的低碳旅游行为意向影响因素研究

发布时间：2018-06-29 04:52

本文选题：计划行为理论 + 国内游客　；参考：《华南理工大学》2013年硕士论文

【摘要】：2003年英国首先在能源白皮书上提出了“低碳经济”的概念，引起了国际社会的广泛关注，掀起了学者们对如何有效实施低碳经济的研究热潮，研究领域也拓展到了旅游业。2009年12月，我国政府出台《国务院关于加快发展旅游业的意见》，明确指出要“推进节能环保，实施旅游节能节水减排工程”，这是中国政府第一次正式对旅游饭店、景区景点的节能减排提出要求，为中国低碳旅游的发展提供了政策支持。在这样节能减排的大背景下，国内学者于2009年开始了对低碳旅游的理论研究和实践探索，，目前尚处于刚刚起步阶段，但低碳旅游近几年日渐受到学者的重视，研究热度呈迅猛之势，成为研究领域的热点话题。但是就目前国内关于低碳旅游研究的现状来看，大多为宏观方面的定性研究，主要是从政府部门或者旅游企业的角度研究低碳旅游发展思路及对策，鲜有学者从旅游者的角度对低碳旅游的发展进行研究。而从旅游者角度出发对其低碳旅游行为意向进行研究，有利于政府部门和旅游企业掌握和引导旅游者的低碳旅游意向，增加对低碳旅游行为的预测能力，制定科学合理的调控体系。那么对旅游者低碳旅游行为意向的促进与阻碍因素有哪些？这些影响因素对低碳旅游行为意向的影响程度和作用机理又是什么？带着这些问题，本文在计划行为理论的基础上，以国内游客为研究对象，将计划行为理论应用到低碳旅游这一新兴领域，综合运用文献研究法、问卷调查法和统计分析法，在文献阅读的基础上构建了旅游者低碳旅游行为意向影响因素模型，提出研究假设，参考借鉴相关成熟量表，设计调查问卷，采用网络问卷和现场问卷发放的方式获得一手数据资料，运用SPSS17.0进行了因子分析、相关分析、回归分析等，探讨了各影响因素之间的关系及影响程度，对假设进行了验证，探究各因素对行为意向的影响机理，并依此提出相关对策。本文得出研究结论如下：行为态度、主观规范、知觉行为控制对旅游者低碳旅游行为意向存在正向显著影响，态度在主观规范和低碳旅游行为意向之间起部分中介作用；产业要素对知觉行为控制存在显著正向影响，社会环境在0.05的显著水平上对行为态度、主观规范、知觉行为控制存在显著正向影响；职业在产业要素上存在显著性差异，年龄在产业要素和知觉行为控制上存在显著性差异。
[Abstract]:In 2003, Britain first put forward the concept of "low carbon economy" in the White Paper on Energy, which aroused the widespread concern of the international community, and set off an upsurge of scholars' research on how to effectively implement the low-carbon economy. The research field has also been extended to tourism. In December 2009, the Chinese government issued the State Council's opinions on speeding up the Development of Tourism, clearly pointing out the need to "promote energy conservation, environmental protection, and the implementation of energy-saving, water-saving and emission reduction projects in tourism." This is the first time that the Chinese government has formally requested the energy saving and emission reduction of tourist hotels and scenic spots, which provides policy support for the development of low-carbon tourism in China. In such a background of energy saving and emission reduction, domestic scholars began to explore the theory and practice of low-carbon tourism in 2009. At present, low-carbon tourism is still in its infancy, but in recent years, low-carbon tourism has been paid more and more attention by scholars. The research heat shows the swift and violent tendency, becomes the hot topic in the research domain. However, from the current situation of domestic research on low-carbon tourism, most of them are qualitative studies on macro aspects, mainly from the perspective of government departments or tourism enterprises to study the development ideas and countermeasures of low-carbon tourism. Few scholars study the development of low-carbon tourism from the perspective of tourists. From the perspective of tourists, the study of low-carbon tourism behavior will help government departments and tourism enterprises to grasp and guide tourists' low-carbon tourism intentions, and increase the ability to predict low-carbon tourism behavior. To formulate a scientific and rational control system. What are the factors that promote and hinder the tourists' low-carbon tourism behavior intention? What is the influence degree and mechanism of these influencing factors on low-carbon tourism behavior intention? With these problems, based on the theory of planning behavior, taking domestic tourists as the research object, this paper applies the theory of planning behavior to the new field of low-carbon tourism, and synthetically applies the methods of literature research, questionnaire survey and statistical analysis. On the basis of literature reading, this paper constructs a model of influencing factors of tourists' low carbon tourism behavior intention, puts forward the research hypothesis, and designs a questionnaire with reference to relevant mature scale. The primary data were obtained by using the network questionnaire and the field questionnaire, and the factor analysis, correlation analysis, regression analysis and so on were carried out by SPSS 17.0. The relationship between the influencing factors and the degree of influence were discussed, and the hypothesis was verified. Explore the influence mechanism of each factor on behavior intention, and put forward the relevant countermeasure accordingly. The conclusions of this study are as follows: behavior attitude, subjective norms and perceptual behavior control have positive and significant effects on tourists' low carbon tourism behavior intention. Attitudes play a part intermediary role between subjective norms and low-carbon tourism behavior intention; Industrial factors have a significant positive effect on perceived behavior control; social environment has significant influence on behavior attitude and subjective norms at 0.05 level. There were significant positive effects on perceptual behavior control, significant differences in industrial factors and age in industrial factors and perceptual behavior control.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592

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