生态旅游者环境态度与行为差异及其绿色营销管理研究
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摘要
生态旅游快速发展,但生态旅游概念却不断被泛化,以生态旅游名义出现的旅游活动给资源环境造的压力也日益明显。实践表明,国内生态旅游发展有着与国际生态旅游完全不同的特征,探索国内生态旅游者的环境态度与行为并寻找其管理模式因此具有重要意义。
本研究根据旅游者行为研究与消费者行为研究的相关理论,提出相应的理论假设探索生态旅游者环境态度与行为的关系及其对应营销管理措施,通过对游客环境态度与行为、游客满意度影响因素的调查,对生态旅游相关信息传播的内容分析等方法对这一理论假设进行了分析与证明,最后得到如下结论:
(1)国内游客的人口特征与其旅游方式选择并无显著相关关系,以人口特征对旅游者进行分类划分并不能有效地区分旅游者类型特征。旅游者的动机、态度与行为与其旅游方式有着显著相关性,可以根据旅游者的动机、态度与行为对旅游者进行分类。
(2)根据旅游者的动机、态度与行为相关关系理论,可以将国内生态旅游者划分为严格的生态旅游者、一般性生态旅游者和组织性生态旅游者。严格的生态旅游者是指那些以认识自然、了解自然、爱护自然为动机并采取体验自然的旅游方式的游客,一般性生态旅游者是指那些有着浅层生态意识,在旅游中也有浅层生态旅游方式的人群,组织性生态旅游者是指那些有较高的生态旅游意识但却不太愿意付诸行动的游客群体,他们热爱环境但更追求享受。这三类生态旅游者的中严格的生态旅游者最少,一般性生态旅游者次之,组织性生态旅游者数量最多。
(3)一般情况下,游客的环境态度与行为表现一致,国际生态旅游者也大多如此,但本研究对国内生态旅游者的调查结果表明,他们大部分人的环境态度与行为并不一致。严格的生态旅游者、一般性生态旅游者和组织性生态旅游者有着不同的环境态度与旅游方式,但他们却有着相同的环境行为。
(4)国内生态旅游者的环境态度与行为差异产生的原因包括两个方面。一方面是由于媒介信息传播误差与政府政策导向,另一方面是由于游客自身满意度激励因素。前者外在影响因素,后者是内部影响因素,二者共同作用对游客的环境态度与环境行为产生影响。
(5)旅游者的满意度影响因素也符合赫兹伯格的双因素理论,即旅游者总
生态旅游者;环境态度;环境行为;差异;绿色营销
With the rapid development of ecotourism in China, the conception of ecotourism is misunderstood and expanded, the tourism activies named of ecotourism lead great pressure to the environment. The characteristics of China's ecotourists show their differences with international ecotourism conception, exploring Chinese ecotourist's environment attitude and behavior is significant for the problem solving.Based on the tourist behavior and comsumer behavior theory, put forwards the hypothesis to explore the relationship between ecotourist's enviroment atittude and behavior, with the methods of question survey and content analysis, the hypothesis was proved to be true, the conclusions are :No evedence to gurantee that there are significant correlation between population characteristic and tourism products choice, but tourist's attitude and behavior have stong correlation with tourist's product choice.It shows that tourist's attitude and behavior could be the criterion of classfication for ecotourist.Chinese ecotourist could be classified into hard ecotourist , soft ecotourist and structured ecotourist,and most of them are stuctured ecotourist, that is ,with strong environment sense but without related behavior.Visitor's enviornment attitude and behavior usually perform congruously, but Chinese ecotourist have different environment atittude and behavior, different type of ecotourist shows samilar behavior.The reason that lead to the difference between attitude and behavior of Chinese ecotourism including tow sides: the infromation mislead and misunderstood, the visitor themselves's incentive factor.Visitor's satisfaction impact factors coincide with Frederick Herzbery's Motivation-hygiene theory. The motivation factors are physical factors and hygiene factors are service factors, and these motivation-hygiene characteristic affected the tourist's environment attitude and behavior.
Ecotourim and Green marketing are inherent correlated and it's the right way to use green marketing conception to guide the ecotourism management, especially to adjust the ecotourist's envirnoment attitude and behavior.
Based on the comparative study of western visitor management model, the disertation put forward the Visitor Attitude and Behavior Management model(VABM).
本研究根据旅游者行为研究与消费者行为研究的相关理论,提出相应的理论假设探索生态旅游者环境态度与行为的关系及其对应营销管理措施,通过对游客环境态度与行为、游客满意度影响因素的调查,对生态旅游相关信息传播的内容分析等方法对这一理论假设进行了分析与证明,最后得到如下结论:
(1)国内游客的人口特征与其旅游方式选择并无显著相关关系,以人口特征对旅游者进行分类划分并不能有效地区分旅游者类型特征。旅游者的动机、态度与行为与其旅游方式有着显著相关性,可以根据旅游者的动机、态度与行为对旅游者进行分类。
(2)根据旅游者的动机、态度与行为相关关系理论,可以将国内生态旅游者划分为严格的生态旅游者、一般性生态旅游者和组织性生态旅游者。严格的生态旅游者是指那些以认识自然、了解自然、爱护自然为动机并采取体验自然的旅游方式的游客,一般性生态旅游者是指那些有着浅层生态意识,在旅游中也有浅层生态旅游方式的人群,组织性生态旅游者是指那些有较高的生态旅游意识但却不太愿意付诸行动的游客群体,他们热爱环境但更追求享受。这三类生态旅游者的中严格的生态旅游者最少,一般性生态旅游者次之,组织性生态旅游者数量最多。
(3)一般情况下,游客的环境态度与行为表现一致,国际生态旅游者也大多如此,但本研究对国内生态旅游者的调查结果表明,他们大部分人的环境态度与行为并不一致。严格的生态旅游者、一般性生态旅游者和组织性生态旅游者有着不同的环境态度与旅游方式,但他们却有着相同的环境行为。
(4)国内生态旅游者的环境态度与行为差异产生的原因包括两个方面。一方面是由于媒介信息传播误差与政府政策导向,另一方面是由于游客自身满意度激励因素。前者外在影响因素,后者是内部影响因素,二者共同作用对游客的环境态度与环境行为产生影响。
(5)旅游者的满意度影响因素也符合赫兹伯格的双因素理论,即旅游者总
生态旅游者;环境态度;环境行为;差异;绿色营销
With the rapid development of ecotourism in China, the conception of ecotourism is misunderstood and expanded, the tourism activies named of ecotourism lead great pressure to the environment. The characteristics of China's ecotourists show their differences with international ecotourism conception, exploring Chinese ecotourist's environment attitude and behavior is significant for the problem solving.Based on the tourist behavior and comsumer behavior theory, put forwards the hypothesis to explore the relationship between ecotourist's enviroment atittude and behavior, with the methods of question survey and content analysis, the hypothesis was proved to be true, the conclusions are :No evedence to gurantee that there are significant correlation between population characteristic and tourism products choice, but tourist's attitude and behavior have stong correlation with tourist's product choice.It shows that tourist's attitude and behavior could be the criterion of classfication for ecotourist.Chinese ecotourist could be classified into hard ecotourist , soft ecotourist and structured ecotourist,and most of them are stuctured ecotourist, that is ,with strong environment sense but without related behavior.Visitor's enviornment attitude and behavior usually perform congruously, but Chinese ecotourist have different environment atittude and behavior, different type of ecotourist shows samilar behavior.The reason that lead to the difference between attitude and behavior of Chinese ecotourism including tow sides: the infromation mislead and misunderstood, the visitor themselves's incentive factor.Visitor's satisfaction impact factors coincide with Frederick Herzbery's Motivation-hygiene theory. The motivation factors are physical factors and hygiene factors are service factors, and these motivation-hygiene characteristic affected the tourist's environment attitude and behavior.
Ecotourim and Green marketing are inherent correlated and it's the right way to use green marketing conception to guide the ecotourism management, especially to adjust the ecotourist's envirnoment attitude and behavior.
Based on the comparative study of western visitor management model, the disertation put forward the Visitor Attitude and Behavior Management model(VABM).
引文
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