工商管理学院知识库

摘  要

  近年来，随着我国经济的迅速发展和人民生活水平的提高，人们的消费观念及思维模式已经发生变化，旅游无疑是人们用以缓解工作及生活压力、娱乐身心的首选方式。但就目前而言，公众对于旅游产业的认知始终停留在经济领域，过分的重视对旅游业潜在价值的挖掘而忽视了对周边生态环境的维护及关联产业的发展平衡。尤其在旅游旺季，景区人满为患，游客数量骤增给旅游目的地生态环境产生巨大压力，甚至还会带来一系列的环境问题，如水资源紧张、土壤固化、植被破坏等。此外，游客在游览过程中也有可能给旅游目的地生态环境产生影响甚至造成污染，例如垃圾、大气及土壤等污染，并由此导致旅游地的生态平衡受到干扰甚至遭到破坏，从而造成森林覆盖率下降和生物多样性减少。2015年8月，习总书记在西藏工作座谈会上重点就生态文明建设重要性发表了讲话，这为以后深化旅游产业的可持续发展及和谐生态环境的建设提供了思路，也为统筹兼顾旅游业、地方生态及其他关联产业发展的同步奠定了根基。因此本文以河南省驻马店嵖岈山风景区作为研究对象，从环境友好行为的角度来探讨环境态度、环境友好行为意向、外部情景因素和环境友好行为之间的关系，明晰其影响机制，为旅游目的地企业提供有效的对策和建议。

  本文首先对环境态度、环境友好行为意向、外部情境因素和生态旅游者环境友好行为的相关文献进行了回顾，在学习和借鉴前人研究成果的同时提出假设并构建与之相关的理论模型。其次，本次研究采用科学化的统计手段对318份有效问卷结果进行了相关性检验及回归分析，得出以下结论：嵖岈山生态旅游者环境态度显著正向影响环境友好行为意向；环境友好行为意向会从侧面直接作用于旅游者的环境友好行为；旅游者的环境友好行为意向在环境态度对环境友好行为的影响中起部分中介作用；外部情景因素对环境友好行为意向与生态旅游者环境友好行为之间存在调节作用。最后，根据以上研究结果，本文得到启示：第一提高旅游者保护环境的认识；第二营造旅游者保护环境的良好氛围；第三旅游景区要直接管理和间接管理相结合。积极引导旅游者保护生态旅游目的地的环境，积极响应国家政策号召实现与地方环保机构的密切协作，统筹兼顾地方旅游经济发展与生态维护的同步，实现人与自然环境之间的和谐。

  In recent years, with the rapid development of China's economy. People's consumption concept and thinking mode have changed. Tourism is undoubtedly the first choice for people to relieve the pressure of work and life and entertain their body and mind. However, at present, the public's cognition of the tourism industry has always remained in the economic field, paying too much attention to the excavation of the potential value of the tourism industry and ignoring the maintenance of the surrounding ecological environment and the development balance of related industries. Especially in the peak tourist season, the scenic spots are full of people, and in the number of tourists soar and exert great pressure on the ecological environment of the tourist destination, and even bring about a series of environmental problems, such as shortage of water resources, solidification of soil, destruction of vegetation, etc. In addition, tourists may also affect and pollute to the ecological environment of the tourist destination during the tour, such as garbage, air and soil pollution, and thus the ecological balance of the tourist destination may be disturbed and destroyed, resulting in a decrease in forest cover and biodiversity. In August 2015, General Secretary Xi focused on the importance of building an ecological civilization at a symposium on work in Tibet , which will provide ideas for deepening the sustainable development of the tourism industry and building a harmonious ecological environment, it also lays a foundation for the coordinated development of tourism, local ecology and other related industries. which pointed out the correct direction for the construction of ecological civilization in the new era. This has also become the core concept of China's tourism development in the new era. and discusses the relationship among environmental attitude,environmental friendly behavior intention, external situational factors and environmental friendly behavior from the perspective of environmental friendly behavior, clarifies its impact mechanism, and provides effective countermeasures and suggestions for tourism destination enterprises.

  Firstly, this article reviews the related literature on environmental attitudes, environmental friendly behavior intentions, At the same time, the author puts forward the hypothesis and constructs the related theory model. Secondly, this study used scientific statistical methods to test the correlation and regression analysis of 318 valid questionnaires, then, this article uses SPSS19.0 and AMOS21.0 and other statistical tools to carry out and draws the following conclusions: the environmental attitude of eco-tourists in chaya mountain significantly positively influences the intention of environmental friendly behavior; the intention of environmental friendly behavior significantly positively affects the environmental friendly behavior of eco-tourists; the intention of environmental friendly behavior partially mediates the effect of environmental attitude on environmental friendly behavior; external situational factors have first, improve the awareness of tourists to protect the environment; Second, create a good atmosphere for tourists to protect the environment; Third, scenic spots should be managed directly and indirectly.TO guide actively tourists In response to the call of the national policy, we should cooperate closely with the local environmental protection agencies, balance the development of local tourism economy and ecological protection, and realize the harmony between human beings and the natural environment.then improve the level of destination environment, to achieve harmony between human and natural environment.