基于旅游者环境友好行为的“利他主义”和“集体行动”属性,文章探讨了关系社会资本、集体社会资本、广义社会资本与旅游者环境友好行为意愿之间的理论关系.并以杭州西溪湿地为例,依据371位游客的抽样调查数据,实证检验了三个层面社会资本的核心要素(情感连带、群体规范、人际信任)对旅游者两层次环境友好行为意愿的影响。研究结果显示:(1)情感连带、群体规范对旅游者环境维护行为意愿、环境促进行为意愿均具有显著的正向影响;(2)人际信任对环境维护行为意愿具有显著的正向影响,对环境促进行为意愿的影响则不显著;(3)不同层面社会资本对环境友好行为意愿的影响强度具有差异性,集体社会资本下的群体规范对环境维护行为意愿的影响最强,而关系社会资本下的情感连带对环境促进行为意愿的影响最强。
Sustainable tourists have attracted considerable attention from both scholars and practitioners in tourism. Unlike traditional tourists whose behaviors need to be "regulated" and "restrained", sustainable tourists spontaneously behave environmental-friendly during their visits, and even take proactive actions to contribute to destination' s environmental protection. Some scholars indicated that a relationship of "people-park symbiosis" exists between this kind of tourists and destinations. Tourists, thus, can be regarded as a form of "asset", rather than traditionally criticized "liability", for destination' s environmental protection. Fostering environment-friendly behavior of tourists was considered as the "best practice" in destination management for sustainable tourism. Therefore, investigating the driving forces of tourists' EFB has become a critical issue in sustainable tourism research. While considerable research has been directed toward the factors that may shape tourists' intention to exhibit EFB, most of them focused on individual-level variables. In the paper, we argue that tourists' EFB has the attributes of "altruism" and "collective action", thus a mere individual-level perspective could not provide an overall understanding of such behavior. Relational factors such as in- group norm, tourists' emotional tie with destinations and trust may also play significant roles in forming such behavior. Although previous research has directly or indirectly mentioned the altruistic and collective-action attributes of EFB and its relational facets, they scattered across different disciplines and were mostly not theory-based. To address this limitation, this paper applied the theoretical framework of social capital to integrate these scattered viewpoints, and further the discussion of tourists' EFB from a perspective of social interactions. Using the framework provided by Brounie, a theoretical model was developed to exam the influence of three variants of social ca