Chen Xin, Cheng Zhen-Feng, Yang Hui-Juan
College of Landscape Architecture and Tourism, Hebei Agricultural University, Baoding, China.
Business School, Guangzhou College of Technology and Business, Guangzhou, China.
Front Psychol. 2024 May 9;15:1387817. doi: 10.3389/fpsyg.2024.1387817. eCollection 2024.
In the digital economy era, leveraging digital media to foster tourists' pro-environmental behavioral intention (TPEBI) has become crucial in the field of sustainable tourism. While existing studies have mainly focused on the driving mechanism of TPEBI within physical tourism contexts, the correlation between digital media information sharing and TPEBI remains unclear. Our study employs the cognitive-affective-conative framework to construct a theoretical model, considering eco-guilt and empathy with nature as mediating variables. It aims to explore the influencing mechanism of destination environmental information sharing through digital media on TPEBI from a presence perspective. Thereby, two scenario experiments were designed: Study 1 examined the impact of different formats of destination environmental threat information presentation on digital media on the sense of presence, while Study 2 explored the influencing mechanism of presence on TPEBI based on the conclusions of Study 1. Results indicate that (1) vivid and visible presentation formats of destination environmental threat information on digital media enhance individuals' sense of presence; (2) sense of presence positively influences TPEBI; and (3) eco-guilt and empathy with nature mediate between presence and TPEBI. These findings not only contribute to theoretical and empirical research on digital media information sharing in sustainable tourism but also offer guidance for governments and tourism destinations to effectively stimulate TPEBI through digital media, achieve the sustainable development of destinations.
在数字经济时代，利用数字媒体培养游客的亲环境行为意向（TPEBI）在可持续旅游领域已变得至关重要。虽然现有研究主要聚焦于实体旅游情境下TPEBI的驱动机制，但数字媒体信息共享与TPEBI之间的相关性仍不明确。我们的研究采用认知-情感-行为框架构建理论模型，将生态内疚和对自然的同理心作为中介变量。旨在从临场感角度探究通过数字媒体进行的目的地环境信息共享对TPEBI的影响机制。因此，设计了两个情景实验：研究1考察了数字媒体上不同形式的目的地环境威胁信息呈现对临场感的影响，而研究2则基于研究1的结论探究了临场感对TPEBI的影响机制。结果表明：（1）数字媒体上目的地环境威胁信息的生动且可视的呈现形式会增强个体的临场感；（2）临场感对TPEBI有正向影响；（3）生态内疚和对自然的同理心在临场感与TPEBI之间起中介作用。这些发现不仅有助于可持续旅游中数字媒体信息共享的理论和实证研究，也为政府和旅游目的地通过数字媒体有效激发TPEBI、实现目的地可持续发展提供了指导。
