Study on Taiwan Island’s Tourist Environmental Awareness and Its Influencing Factors

Abstract

Abstract: Based on the concept of tourist environmental awareness, this paper analyzes its influencing factors systematically and then constructs the relevant measure model. With descriptive analysis of tourist environmental awareness, it explores the socio-demographic and socialpsychological factors for tourist environmental awareness with Taiwan as an example. The finding is: Taiwan tourists who have a high level of environmental awareness show group characteristics of women, intellectuals and local islanders; compared to 24.9% of social psychological factors, the explanatory power of socio-demographic factors within tourist environmental awareness is only 6.5%.Social psychosocial factors may be added to improve 19.4% of explained variance for the overall model. In-depth study should focus on social-psychosocial factors; With further analysis of the social-psychological mechanism, it identifies the six key factors such as effectiveness of social norms, nature-based tourism motivation, tourism environmental knowledge, comfortable travel preferences, collectivism and post-materialism. Effectiveness of tourism psychological factors has greater impact on tourist environmental awareness compared to public belief factors.

Keywords: environmental awareness; influencing factors; tourist; Taiwan

摘要： 本文在明晰旅游者环境意识概念的基础上，系统分析了旅游者环境意识及其影响因素的作用机制，并构建相关测度模型，以台湾岛为例，基于旅游者环境意识水平的描述性分析，探讨了旅游者环境意识的社会人口影响因素机制以及更深层次的社会心理影响因素机制，发现：台湾岛旅游者中具有高水平环境意识的群体特征表现为女性、高知识分子和本地岛民；社会人口因素对旅游者环境意识的解释方差为6.5%，社会心理因素则为24.9%，社会心理因素的加入提高整个模型19.4% 的解释方差，表明了深入研究应从社会心理因素切入；进一步剖析社会心理影响因素作用机理，识别了政策规范效力、亲近自然旅游动机、旅游环境知识、舒适性旅游偏好、集体主义观及后物质主义观这6 个作用强度依次减弱的关键因素，综合分析可知，旅游心理因素相较于公众信念因素对旅游者环境意识的影响更大。

关键词: 环境意识, 影响因素, 旅游者, 台湾岛

Yu Xiaoting1 / Wu Xiaogen1 / Li Hangyuan2. Study on Taiwan Island’s Tourist Environmental Awareness and Its Influencing Factors[J]. Journal of Beijing International Studies Universit, 2015, 37(7): 78-.

余晓婷　吴小根　李杭媛. 中国台湾岛旅游者环境意识及其影响因素研究[J]. 北京第二外国语学院学报, 2015, 37(7): 78-.

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