Department of History-Culture & Tourism Management, Changzhi University, Changzhi 046000, China.
School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China.
Int J Environ Res Public Health. 2020 Feb 12;17(4):1151. doi: 10.3390/ijerph17041151.
Visitor environmentally responsible behavior (ERB) is helpful for promoting the sustainable development of tourist destinations. Existing studies on visitor ERB tend to either focus on restraining visitors' environmental misconducts or rely on visitors' psychological factors. Based on the theory of engagement, this paper constructs a theoretical model to explain visitors' self-conscious ERB. Visitor engagement with the destination is investigated as an independent variable which leads to the improvement of relationship quality and visitor ERB. Relationship quality is explored to mediate the impact of visitor engagement on ERB. In addition, the moderating role of environmental clue on the tested relationships is also examined. This study adopts partial least squares structural equation modeling (PLS-SEM) to investigate a total of 410 valid questionnaires. The results show that (1) visitor engagement with the destination positively affects visitor ERB; (2) relationship quality mediates the impact of visitor engagement on visitor ERB; (3) environmental clue plays a significant moderating role in the effects of engagement and relationship quality on visitor ERB. The study extends theoretical perspectives on visitor ERB and customer engagement, and provides managerially practical value to better understand visitors' self-conscious ERB.
游客环保行为（ERB）有助于促进旅游目的地的可持续发展。现有关于游客 ERB 的研究倾向于要么关注抑制游客的环境不当行为，要么依赖游客的心理因素。基于参与理论，本文构建了一个理论模型来解释游客的自我意识 ERB。将游客对目的地的参与度作为自变量进行研究，这导致了关系质量和游客 ERB 的提高。探讨了关系质量对游客参与度对 ERB 的影响的中介作用。此外，还检验了环境线索在测试关系中的调节作用。本研究采用偏最小二乘结构方程模型（PLS-SEM）调查了共 410 份有效问卷。结果表明：（1）游客对目的地的参与度对游客 ERB 有积极影响；（2）关系质量中介了游客参与度对游客 ERB 的影响；（3）环境线索在参与度和关系质量对游客 ERB 的影响中起显著调节作用。本研究扩展了游客 ERB 和客户参与度的理论视角，并为更好地理解游客的自我意识 ERB 提供了管理实践价值。
