基于计划行为理论的低碳旅游意向研究

发布时间：2018-02-14 18:20

  本文关键词： 计划行为理论 低碳旅游 行为意向 影响因素　出处：《华中师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：“低碳经济”受到世界各国的广泛关注,并已经上升为我国国家战略。低碳旅游是旅游业对低碳经济的积极响应方式,在推动低碳经济发展中扮演着十分重要的角色,成为学术界研究热点。但是就目前国内外关于低碳旅游研究的现状来看,仍处于起步阶段,大多为宏观定性研究,主要从政府部门或者旅游企业的角度探讨低碳旅游发展思路、方针以及对策,而中微观定量研究较少,特别是缺乏从低碳旅游的参与者(旅游者)的角度研究低碳旅游。而关注旅游者对低碳旅游意向,有利于政府部门、旅游企业更好地了解低碳旅游需求状况和掌握旅游者的低碳旅游意向,增加对低碳旅游行为的预测能力,为制定合理的调控体系提供科学依据,从而为低碳旅游的快速发展提供政策保障。 本文基于实证主义分析思路,从旅游者角度出发,将计划行为理论应用到低碳旅游这一新兴领域,通过综述国内外有关计划行为理论和低碳旅游的相关研究结论,构建低碳旅游意向的理论模型,参考借鉴相关成熟量表,设计调查问卷,采用访谈调查和问卷发放的方式获得一手数据资料,并通过Excel、SPSS等统计软件,采用信度分析、因子分析、相关分析、多元逐步回归分析、独立样本T检验以及单因素方差分析等多种数理统计方法对调查数据进行分析,从中微观层面探讨旅游者对低碳旅游的意向,得出如下结论： (1)本研究构建低碳旅游意向的回归模型：I=3.488+0.171F1+0.329F2+0.267F3。其中,低碳旅游的主观规范(F2)对低碳旅游意向(Ⅰ)影响最为显著,其次是低碳旅游的知觉行为控制和低碳旅游的态度；(2)大多数个人属性特征与低碳旅游意向影响因素以及与低碳旅游意向之间并不存在显著性差异,说明旅游者个人属性特征并不能有效地描述低碳旅游意向差异。文章最后根据研究结果和实证结论提出了相应的管理对策。
[Abstract]:"low carbon economy" has been paid more and more attention in the world, and has become the national strategy of our country. Low-carbon tourism is the positive response of tourism to low-carbon economy, and it plays a very important role in promoting the development of low-carbon economy. It has become a hot research topic in academic circles. However, the current situation of low-carbon tourism research at home and abroad is still in its infancy, most of which are macro-qualitative research, mainly from the perspective of government departments or tourism enterprises to explore the development of low-carbon tourism. However, there are few quantitative studies, especially from the perspective of the participants (tourists) of low-carbon tourism. It is beneficial for the government to pay attention to the tourists' intention of low-carbon tourism. Tourism enterprises have a better understanding of low-carbon tourism demand and have a better understanding of low-carbon tourism intention, increase the ability to predict low-carbon tourism behavior, and provide a scientific basis for the formulation of a reasonable regulatory system. Thus provide policy guarantee for the rapid development of low-carbon tourism. Based on positivist analysis, this paper applies the theory of planning behavior to the new field of low-carbon tourism from the perspective of tourists, and summarizes the relevant research conclusions of planning behavior theory and low-carbon tourism at home and abroad. The theoretical model of low carbon tourism intention is constructed, referring to relevant mature scale, questionnaire is designed, primary data is obtained by means of interview and questionnaire, and reliability analysis and factor analysis are adopted through statistical software, such as Excel SPSS, etc. Correlation analysis, multivariate stepwise regression analysis, independent sample T test and single factor variance analysis were used to analyze the survey data, from which the intention of tourists to low carbon tourism was discussed at the micro level, and the following conclusions were drawn:. In this study, the regression model of low carbon tourism intention was constructed: (1) the regression model of low carbon tourism intention: (1) the regression model of low carbon tourism intention: (1) the subjective norm of low carbon tourism (F2) has the most significant influence on the intention of low carbon tourism (鈪，

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