景区管理人员生态旅游认证申请意愿研究
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摘要
在2009年12月的哥本哈根气候会议上,我国做出了低碳、减排的庄严承诺。正进入“黄金十年”发展期并于近期被提升为国民经济战略性支柱产业的旅游业,也应进一步贯彻“可持续”、“环境保护”、“生态”等基本理念,为我国发展节能、低碳经济尽最大的努力。生态旅游认证是保证旅游业可持续发展的重要手段之一,在中国已有10多年的发展历史,成为了学术界关注的一个研究热点。目前国内对生态旅游认证的研究大多数还是属于定性分析,而定量分析主要是研究生态旅游认证体系的构建、游客支付意愿、政府职能定位等等,从旅游供给方的角度来分析考虑生态旅游的研究在现阶段还比较少。事实上,旅游供给方是生态旅游认证体系的申请者,其愿意申请与否直接影响到该制度的推广和实行,进而影响生态旅游的可行性、合理性和有效性。因此,本文借鉴Ajzen的计划行为理论模型,研究了影响旅游景区管理者对生态旅游认证的态度和影响其申请意愿的内外部因素,以期能够为构建生态旅游认证激励体系提出建议,促进生态旅游认证制度更好地推广。
本文首先在界定研究对象的基础上,对生态旅游、生态旅游认证等研究进行了文献综述,以把握研究动态和找到研究突破口,特别是借鉴了计划行为理论、旅游供给方行为理论、生态旅游组织文化和道德理论中的相关内容,构建了研究的模型。其次,通过专家咨询、景区管理人员访谈等方式对研究的模型进行了修改,对变量的测量进行了问卷设计,并通过前期测试对问项进行了纯化,形成了最终的问卷。再次,对来自西藏30个景区的344位管理人员进行了大规模的问卷调研,并用SPSS15.0和AMOS7.0统计分析软件对回收的数据进行分析,对研究模型和假设进行了修改和验证。接着,通过方差分析研究了景区管理人员的社会人口属性(性别、年龄、教育程度、工作年限)、认知程度、景区性质与变量之间的影响关系。最后,总结研究结论,并对如何提高景区管理人员的申请意愿进行了探讨,提出了若干管理建议。
本文主要的结论如下:①景区管理人员对生态旅游认证的态度、主观规范和认知行为控制直接影响其申请生态旅游认证的意愿,其中认证态度的路径系数最大。②管理人员的道德责任感、期望收益、景区资源特征和外部环境直接影响景区管理人员的认证态度和主观规范。③期望收益、景区资源特征和外部环境直接影响景区管理人员的认知行为控制。④前因变量两两之间互相影响,存在显著的相关关系。
In the Copenhagen climate conference December 2009, China has made the solemn commitment to the low carbon and emission reduction. The tourism industry, which just entered in the golden-10-year period for the development and raised as the strategic supporting industry of the national economy recently, is supposed to carry out the basic concepts of 'sustainability', 'environmental protection', 'ecology' and so on, to make the greatest efforts for the development of the energy-save and low-carbon economy. Ecotourism certification, which is one of the important measures to guarantee the sustainable development of tourism industry, has been developing in China for more than 10 years as the hotspot for academic research. So far the research towards ecotourism in China is mostly qualitative instead of quantitative. While the limited quantitative research is focusing on the establishment of the ecotourism certification system, tourists' willingness to pay for the eco-label tourism products, government's role in setting up the ecotourism certification system, the research which considers and analyzes the ecotourism certification from the point of view of the suppliers is quite rare. In fact, the suppliers are the applicants of the ecotourism certification system, therefore, the willingness to apply for the eco label will directly influence the feasibility, reasonability and effectiveness of the certification system. Therefore, this dissertation aims to analyze the external and internal factors which effect suppliers' willingness to apply for the eco label by referring to Azjen's model of Theory of Planned Behavior (TPB). The author hopes the result of the research could offer some useful suggestions to establish the encouragement measures to promote the implement of the ecotourism certification.
First, based on the definition of the research objective, the literature review about the ecotourism and the ecotourism certification is first conducted to learn about the trend of research and the point of breakthrough. Especially, the research model is built based on the Theory of Planned Behavior, the theory of tourism supplier, the theory of the ecotourism organization culture and morality. Second, the measures of variables are designed, purified and formed through the inquiry towards scholars, the interview of the managers of tourist attractions and the pretest analysis. Third, 344 managers from 30 tourist attractions in Tibet accepted the survey who offer the research data which are analyzed by SPSS15.0 and AMOS7.0 software later. According to the result of the data analysis, the research model and hypothesis are verified and modified. The following step is to conduct the Mean Compare to figure out whether there are important influences between the socio-demographic traits of the managers (sex, age, education, working experience), the recognition about the certification system, the attributes of the tourist attractions with the variables. Finally, the research results are launched based on which the management suggestions are raised as well.
The main results of research are as follows:①the attitude towards the ecotourism certification, subjective norm and perceived behavior control of the managers directly influence their application willingness and the path coefficient of attitude is larger than that of other two factors;②managers' morality and sense of responsibility, expected outcomes, characteristics of tourism resource and external environment directly effect their attitude towards ecotourism certification and subjective norm;③managers'expected outcomes, characteristics of tourism resource and external environment directly effect their perceived behavior control;④there are distinct pairwise correlations among the four antecedent variables.
本文首先在界定研究对象的基础上,对生态旅游、生态旅游认证等研究进行了文献综述,以把握研究动态和找到研究突破口,特别是借鉴了计划行为理论、旅游供给方行为理论、生态旅游组织文化和道德理论中的相关内容,构建了研究的模型。其次,通过专家咨询、景区管理人员访谈等方式对研究的模型进行了修改,对变量的测量进行了问卷设计,并通过前期测试对问项进行了纯化,形成了最终的问卷。再次,对来自西藏30个景区的344位管理人员进行了大规模的问卷调研,并用SPSS15.0和AMOS7.0统计分析软件对回收的数据进行分析,对研究模型和假设进行了修改和验证。接着,通过方差分析研究了景区管理人员的社会人口属性(性别、年龄、教育程度、工作年限)、认知程度、景区性质与变量之间的影响关系。最后,总结研究结论,并对如何提高景区管理人员的申请意愿进行了探讨,提出了若干管理建议。
本文主要的结论如下:①景区管理人员对生态旅游认证的态度、主观规范和认知行为控制直接影响其申请生态旅游认证的意愿,其中认证态度的路径系数最大。②管理人员的道德责任感、期望收益、景区资源特征和外部环境直接影响景区管理人员的认证态度和主观规范。③期望收益、景区资源特征和外部环境直接影响景区管理人员的认知行为控制。④前因变量两两之间互相影响,存在显著的相关关系。
In the Copenhagen climate conference December 2009, China has made the solemn commitment to the low carbon and emission reduction. The tourism industry, which just entered in the golden-10-year period for the development and raised as the strategic supporting industry of the national economy recently, is supposed to carry out the basic concepts of 'sustainability', 'environmental protection', 'ecology' and so on, to make the greatest efforts for the development of the energy-save and low-carbon economy. Ecotourism certification, which is one of the important measures to guarantee the sustainable development of tourism industry, has been developing in China for more than 10 years as the hotspot for academic research. So far the research towards ecotourism in China is mostly qualitative instead of quantitative. While the limited quantitative research is focusing on the establishment of the ecotourism certification system, tourists' willingness to pay for the eco-label tourism products, government's role in setting up the ecotourism certification system, the research which considers and analyzes the ecotourism certification from the point of view of the suppliers is quite rare. In fact, the suppliers are the applicants of the ecotourism certification system, therefore, the willingness to apply for the eco label will directly influence the feasibility, reasonability and effectiveness of the certification system. Therefore, this dissertation aims to analyze the external and internal factors which effect suppliers' willingness to apply for the eco label by referring to Azjen's model of Theory of Planned Behavior (TPB). The author hopes the result of the research could offer some useful suggestions to establish the encouragement measures to promote the implement of the ecotourism certification.
First, based on the definition of the research objective, the literature review about the ecotourism and the ecotourism certification is first conducted to learn about the trend of research and the point of breakthrough. Especially, the research model is built based on the Theory of Planned Behavior, the theory of tourism supplier, the theory of the ecotourism organization culture and morality. Second, the measures of variables are designed, purified and formed through the inquiry towards scholars, the interview of the managers of tourist attractions and the pretest analysis. Third, 344 managers from 30 tourist attractions in Tibet accepted the survey who offer the research data which are analyzed by SPSS15.0 and AMOS7.0 software later. According to the result of the data analysis, the research model and hypothesis are verified and modified. The following step is to conduct the Mean Compare to figure out whether there are important influences between the socio-demographic traits of the managers (sex, age, education, working experience), the recognition about the certification system, the attributes of the tourist attractions with the variables. Finally, the research results are launched based on which the management suggestions are raised as well.
The main results of research are as follows:①the attitude towards the ecotourism certification, subjective norm and perceived behavior control of the managers directly influence their application willingness and the path coefficient of attitude is larger than that of other two factors;②managers' morality and sense of responsibility, expected outcomes, characteristics of tourism resource and external environment directly effect their attitude towards ecotourism certification and subjective norm;③managers'expected outcomes, characteristics of tourism resource and external environment directly effect their perceived behavior control;④there are distinct pairwise correlations among the four antecedent variables.
引文
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