摘要
旅游者道德行为,能够有效保护旅游地的生态环境和人文风貌,助力旅游地实现可持续发展。研究基于社会学习理论与“刺激-机体-反应”理论,采集18份质性访谈数据(研究一)与311份问卷数据(研究二),运用混合分析方法,验证“体验论”与“后果论”道德旅游体验对旅游者道德行为的影响差异,并探讨“体验论”道德旅游中道德体验对旅游者道德行为的影响路径。结果表明:(1)相较于传统的“后果论”道德旅游,“体验论”道德旅游反映了体验经济的特性,更贴合旅游者的旅游动机,因此更受旅游者欢迎,更易导向旅游者道德行为;(2)正向、负向、冲突道德体验,均会对旅游者的道德感知与道德行为产生显著的正向影响,正向道德体验效果最显著,负向道德体验次之;(3)旅游者道德感知在道德体验对道德行为的影响中发挥中介作用。目的地应遵循旅游“愉悦身心”的特性,由“强调后果”转向“关注体验”,注重道德旅游产品开发中道德体验内容的融入,以此强化旅游者的道德体验,增强其道德感知,使其道德行为自然发生。
Tourist moral behavior can effectively protect the ecological environment and cultural landscape of tourist destinations,contributing to their sustainable development.Based on social learning theory and the"Stimulus-Organism-Response"theory,this paper collects 18 qualitative interview data(Study 1)and 311 questionnaire data(Study 2),and uses a mixed-method approach to verify the differences in the impact of"experiential"moral tourism and"consequentialist"moral tourism experiences on tourists'moral behaviors,as well as to explore the mechanism of moral experiences in"experiential"moral tourism influencing tourists'moral behaviors.The results show that:(1)compared with traditional"consequence-based"moral tourism,"experience-based"moral tourism aligns more closely with tourists'motivations by reflecting the characteristics of the experience economy,thus being more popular among tourists and more likely to guide tourists'moral behaviors.(2)Positive,negative,and conflicting moral experiences all have a significant positive impact on tourists'moral perceptions and moral behaviors,with positive moral experiences yielding the strongest effect,followed by negative moral experiences.(3)Tourists'moral perceptions mediates the influence of moral experiences on moral behaviors.Destinations should leverage tourism's inherent"enjoyment and relaxation"nature by shifting from"emphasizing consequences"to"focusing on experiences",and pay attention to the integration of moral experience content in the development of moral tourism products,so as to strengthen tourists'moral experiences,enhance their moral perceptions,make their moral behaviors occur naturally.
作者
周文丽
苏鹏
Zhou Wenli;Su Peng(School of Business Administration,Lanzhou University of Finance and Economics,Lanzhou 730020,China)
出处
《中国生态旅游》
2025年第6期1180-1194,共15页
Journal of Chinese Ecotourism
基金
国家社会科学基金项目(22XMZ044)
甘肃省青年博士基金项目(2024QB-057)。
关键词
旅游体验
道德体验
道德感知
道德行为
道德旅游
tourism experience
moral experience
moral perception
moral behavior
moral tourism
