基于扎根理论的游客环保行为影响因素研究

游客环保行为是影响旅游目的地(旅游景区)环境质量的最主要因素之一,分析游客环保行为的影响因子,并将环保理念转化为游客自觉的行为选择是值得研究的课题.文章依据扎根理论,采用质性研究的方法,在对游客深度访谈资料进行整理的过程中,分别对其进行开放性、主轴和选择性编码,并据此构建游客环保行为的影响因素理论模型.结果表明,影响游客环保行为的主导因素是游客特征因素、游客环境态度因素、游客对景区的情感因素、游客习惯因素、社会因素、促进性条件等六项因素.结果发现,中国传统文化中"穷家富路"的节俭悖论会影响游客环保行为.文章提出的理论模型不仅是对理性行为理论和负责任的环境行为模型的扩展,同时也是对Triandis人际行为理论模型的印证.

Research on the affecting factors of tourist environmental protection behavior based on grounded theory

Tourists environmental protection behavior has great influence on the destination environment. It has been the major task which need to be efficiently resolved to find the key influencing factors, and turn the tourists environmental concepts into the conscious behavior choice. Based on qualitative research method of grounded theory, this paper makes open coding, axial coding and selective coding of depth interview material in order to build the theoretical model of the influencing factors of tourists environmental protection behavior. The result shows that tourists biography characteristics, tourists psychological factors, tourists emotional factors to the scenic area, tourists habits factors, social factors, and situational factors have significant influence on tourists environmental protection behavior. "Practice thrift at home but be amply provided while traveling" is the paradox of thrift in Chinese traditional culture, is found to affect tourists environmental behavior. The theoretical models not only are the extension of the planned behavior theory and the responsible environmental behavior theory, but also confirm the interpersonal behavior theory.