旅游者乡村生态旅游决策影响因素研究

Research on Influencing Factors of Tourists’ Decisions on Rural Ecotourism

摘要: 本研究以旅游者为研究切入点，对旅游者的乡村生态旅游环境友好行为意向进行测评，在此基础上构建结构方程模型对比分析不同程度环境友好行为意向旅游者的乡村生态旅游决策影响因素差异。研究结果表明，旅游者的乡村生态旅游环境友好行为意向水平良好；针对高程度环境友好行为意向样本，旅游地资源因素、口碑推荐因素、旅游者社会经济因素、旅游地接待能力因素、市场推广因素均会对其乡村生态旅游决策产生由强到弱不同程度的影响；针对低程度环境友好行为意向样本，仅口碑推荐因素会对其乡村生态旅游决策产生显著影响。旅游者的乡村生态旅游决策影响因素会受到乡村生态旅游环境友好行为意向的调节和约束，且口碑推荐因素对旅游者的乡村生态旅游决策具有共性的显著影响。

Abstract: This study takes tourists as the research entry point and evaluates the environmentally friendly behavioral intentions of tourists in rural ecotourism. Based on this, a structural equation model is constructed to compare and analyze the differences in the factors affecting rural ecotourism decision-making by different degree of environmentally friendly behavioral intentions. The research results show that tourists’ rural ecotourism environment-friendly behavior intention level is good; for high-level environmentally friendly behavior intention sample, tourism resource factors, word-of-mouth recommendation factors, tourists’ social and economic factors, tourism reception capacity factors and marketing factors will have different impacts on the decision-making of rural ecotourism from strong to weak; for the low-level environmentally friendly behavior intention sample, only the word-of-mouth recommendation factors will have a significant impact on the rural ecotourism decision-making. The influencing factors of rural ecotourism decision-making by tourists will be regulated and constrained by the environmentally friendly behavioral intentions of rural ecotourism, and the recommendation factors of word-of-mouth have a generally significant influence on the rural ecotourism decision-making of tourists.