Zhang Wei, Ran Hao
School of Economics and Management, Yunnan Minzu University, Kunming, Yunnan, China.
Front Psychol. 2024 Dec 19;15:1514482. doi: 10.3389/fpsyg.2024.1514482. eCollection 2024.
Despite the increasing focus on intangible cultural heritage tourism, there is a lack of research on the ecological protection behaviors of tourists in these contexts. With UNESCO's continuous refinement of the World Heritage system, intangible cultural heritage has gradually become a focal point for tourism development and protection. While such tourism can promote the preservation and transmission of heritage, it also introduces ecological environmental issues that need to be addressed. Therefore, exploring the driving mechanisms of tourists' ecological protection behavior holds significant practical value. Based on the Theory of Planned Behavior (TPB), this study constructs a driving model of tourists' ecological protection behavior. It examines the influence of behavioral attitude, subjective norms, perceived behavioral control, and personal norms on tourists' willingness to engage in ecological protection. By distributing questionnaires both offline and online, we analyzed data from 312 valid responses. The results indicate that all four factors have a significant positive impact on tourists' willingness to engage in ecological protection behavior. Among these factors, personal norms and behavioral attitude have a relatively larger influence. The findings provide valuable references for intangible cultural heritage sites in China and regions with similar cultural and tourism dynamics.
尽管对非物质文化遗产旅游的关注日益增加，但在这些背景下，对于游客的生态保护行为却缺乏研究。随着联合国教科文组织对世界遗产体系的不断完善，非物质文化遗产已逐渐成为旅游发展与保护的焦点。虽然这种旅游能够促进遗产的保护与传承，但也带来了一些需要解决的生态环境问题。因此，探索游客生态保护行为的驱动机制具有重要的现实意义。基于计划行为理论（TPB），本研究构建了游客生态保护行为的驱动模型。它考察了行为态度、主观规范、感知行为控制和个人规范对游客参与生态保护意愿的影响。通过线下和线上发放问卷，我们分析了312份有效回复的数据。结果表明，这四个因素均对游客参与生态保护行为的意愿产生显著的正向影响。在这些因素中，个人规范和行为态度的影响相对较大。研究结果为中国的非物质文化遗产地以及具有相似文化和旅游动态的地区提供了有价值的参考。
