基于TPB拓展模型的出境游客文明旅游行为意向影响机制研究

被引:88
作者
邱宏亮 [1 ,2 ,3 ]
机构
[1] 浙江旅游职业学院工商管理系
[2] 浙江工商大学工商管理学院
[3] 浙江省生态文化协会理论研究分会
基金
浙江省自然科学基金;
关键词
文明旅游行为意向; TPB; 道德规范; 地方依恋; 出境游客;
D O I
暂无
中图分类号
D64 [思想政治教育和精神文明建设]; F592 [中国旅游事业];
学科分类号
0305 ; 030505 ; 120203 ;
摘要
提升我国公民出境旅游文明素质,培育其文明旅游行为已刻不容缓。文章基于TPB视角,引入道德规范与地方依恋,构建了出境游客文明旅游行为意向影响机制模型。以出境游客为研究样本,运用结构方程模型方法探讨了主观规范、行为态度、感知行为控制、道德规范及地方依恋对文明旅游行为意向的具体影响。研究结果表明:(1)主观规范、感知行为控制、道德规范及地方依恋均通过行为态度间接影响出境游客文明旅游行为意向;(2)主观规范不仅直接影响行为态度,且通过道德规范间接影响行为态度;(3)行为态度是驱动出境游客文明旅游行为意向的最重要因素。
引用
收藏
页码:75 / 85
页数:11
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