旅游者的乡村生态旅游环境友好行为意向研究

Research on the Environment-Friendly Behavioral Intention of Tourists in Rural Ecotourism

摘要: 云南省作为我国著名的旅游资源大省，旅游业在云南省经济发展中扮演着重要角色，充当着稳增长、调结构、惠民生的重要力量。作为朝阳产业的乡村生态旅游，恰是将生态理念与乡村旅游发展实践相融合的一种旅游有机形式，然而固有的“小农经济意识”、日益激烈的市场竞争、遍地开花似的复制开发给云南省乡村生态旅游可持续发展带来巨大问题甚至威胁，呈现出乡村生态旅游需求高级化与乡村生态旅游产品初级化并存的尴尬局面，也造成旅游经济创收与生态保护的举步维艰。本研究以旅游者为研究的切入点，采用描述性统计分析和主成分分析法对旅游者的乡村生态旅游环境友好行为意向进行测量和评价，可客观反映旅游者在参与乡村生态旅游活动时是否具有生态意识与可持续发展理念。是促进与提升云南省乡村生态旅游竞争力的有效途径之一，为实现云南省乡村生态旅游可持续发展提供借鉴。

Abstract: Yunnan Province is a famous province of tourism resources in China; tourism plays an important role in the economic development of Yunnan Province, stabilizing growth, adjusting structure and benefiting people’s livelihood. As a sunrise industry, rural ecotourism is just an organic form of tourism that integrates ecological concepts with rural tourism development practices. However, the inherent “smallholder economic consciousness”, increasingly fierce market competition, and flowering reproduction have been developed in Yunnan Province. It brings huge problems and even threats to the sustainable development of rural ecotourism. It shows the embarrassing situation that the advanced demand of rural ecotourism and the initialization of rural ecotourism products co-exist, which also makes the tourism economic income generation and ecological protection difficult. This study takes tourists as the starting point for research, and uses descriptive statistical analysis and principal component analysis to measure and evaluate the tourist eco-friendly behavior intention of rural ecotourism, which can objectively reflect whether tourists participate in rural ecotourism with ecological awareness and sustainable development concept. It is one of the effective ways to promote and enhance the competitiveness of rural ecotourism in Yunnan Province, and provide a reference for the sustainable development of rural ecotourism in Yunnan Province.