摘要
低碳旅游活动在全国范围内的有效展开,离不开当代大学生的积极参与和推广。基于对全国范围内大学生的网络调查数据分析,构建了大学生低碳旅游感知价值、参照群体与参与意愿的结构方程模型,并进行关系验证。研究结果表明:(1)感知效用对大学生低碳旅游参与意愿具有显著的正向影响,而感知便利对大学生低碳旅游参与意愿的正向影响在本研究中没有得到验证。(2)次要参照群体对大学生低碳旅游参与意愿的正向影响显著,而主要群体对大学生低碳旅游参与意愿的正向影响在本研究中没有得到验证。研究认为,大力创造并宣传低碳旅游的利他与利己价值,形成良好的大学生低碳旅游感知效用体验,发挥学校环保社团或者协会组织的参照群体作用,可以提高大学生低碳旅游参与意愿。
The effective development of low-carbon tourism activities across the country can not do without the active participation and promotion of college students. Based on the analysis of the survey data of domestic college students, the paper constructs a structural equation model for measurement the relationship of college students＇ low-carbon tourism perception value, reference group and participation willingness, and it further tests and verifies the relationship among them. Our research shows that, firstly, Perception utility has a significant positive effect on college students＇ low- carbon tourism participation willingness, while the positive effect of perception convenience has not been verified in this study. Secondly, Secondary reference group has a significant positive effect on college students＇ low-carbon tourism participation willingness, while the positive effect of perception convenience has not been verified in this study. Finally, the study concludes that, forming a good perception utility experience of college students＇ low-carbon tourism by creating and promoting low-carbon tourism value of altruism and self-interest, while at the same time, playing environmental protection clubs reference group role can improve the college students＇ willingness to participate in low-carbon tourism.
出处
《生态经济》
CSSCI
北大核心
2012年第3期87-91,共5页
Ecological Economy
关键词
感知价值
参照群体
参与意愿
perceived value reference group participation willingness
