School of Tourism and Foreign Languages, Tourism College of Zhejiang, Hangzhou 311231, China.
Postdoctoral Station of Business Administration, Fudan University, Shanghai 200433, China.
Int J Environ Res Public Health. 2023 Jan 11;20(2):1349. doi: 10.3390/ijerph20021349.
How to save resources and protect the environment at destinations is one of the hot issues in tourism. One effective solution is to cultivate tourist resource-saving behavioral intentions (TRSBI). Prior studies mainly use Structural equation modeling (SEM) to explore its antecedents, whereas other potential methods (i.e., fuzzy-set qualitative comparative analysis, fsQCA for short) have been less adopted. This study combines SEM and fsQCA to examine TRSBI in a rural tourism context. Specifically, SEM is executed to investigate how environmental concern influences TRSBI based on the theory of planned behavior (TPB), while fsQCA is applied to uncover the multiple configurations in the TRSBI formation. The findings from SEM indicated that (1) environmental concern positively and directly influenced TRSBI; (2) TPB constructs (i.e., attitudes toward the behavior, subjective norms, and perceived behavioral control) positively and separately mediated the associations of environmental concern with TRSBI. The fsQCA outcomes showed that three configurations result in a high level of TRSBI: (1) high attitudes toward the behavior, subjective norms, and perceived behavioral control, (2) high attitudes toward the behavior, subjective norms, and environmental concern, and (3) high attitudes toward the behavior, perceived behavioral control, and environmental concern. The combined approaches offer a systematic and holistic solution to explore TRSBI in rural tourism.
如何在目的地节约资源和保护环境是旅游的热点问题之一。一个有效的解决方案是培养游客节约旅游资源的行为意向（TRSBI）。先前的研究主要使用结构方程模型（SEM）来探索其前因，而其他潜在的方法（即模糊集定性比较分析，简称 fsQCA）则较少采用。本研究结合 SEM 和 fsQCA 来检验农村旅游背景下的 TRSBI。具体而言，SEM 用于调查基于计划行为理论（TPB）的环境关注如何影响 TRSBI，而 fsQCA 则用于揭示 TRSBI 形成中的多种配置。SEM 的结果表明：（1）环境关注对 TRSBI 有积极直接的影响；（2）TPB 构念（即对行为的态度、主观规范和感知行为控制）对环境关注与 TRSBI 的关系有积极的中介作用。fsQCA 的结果表明，有三种配置可以导致高水平的 TRSBI：（1）对行为、主观规范和感知行为控制的高度重视；（2）对行为、主观规范和环境关注的高度重视；（3）对行为、感知行为控制和环境关注的高度重视。综合方法为探索农村旅游中的 TRSBI 提供了系统和整体的解决方案。
