乡村旅游地环境公民行为的量表开发与实证检验

旅游科学 ›› 2023, Vol. 37 ›› Issue (4): 58-75.

乡村旅游地环境公民行为的量表开发与实证检验

吴茂英¹, 吴新芳¹, 李秋成^2,*

1.浙江大学管理学院,浙江杭州 310058;
2.浙江工商大学旅游与城乡规划学院,浙江杭州 310018

收稿日期:2022-06-14 修回日期:2023-04-17 出版日期:2023-08-30 发布日期:2023-09-14
通讯作者: ^*李秋成（1984—）,男,博士,浙江工商大学旅游与城乡规划学院副教授,研究方向为乡村旅游治理、亲环境行为等,E-mail：lqcfrank@zjgsu.edu.cn。
作者简介:吴茂英（1984—）,女,博士,浙江大学管理学院副教授,博导,研究方向为乡村治理与可持续旅游、文化遗产活化等,E-mail：maoyingwu@zju.edu.cn。吴新芳（1993—）,女,浙江大学管理学院博士生,研究方向为乡村治理与集体行动、乡村旅游地可持续发展等。
基金资助:
浙江大学-香港理工大学学科及学生发展扶持基金项目“乡村旅游企业家庭化经营与家庭福祉研究”（ZUPUC-2022-02HT）; 浙江省自然科学基金项目“乡村旅游小微企业动态演化及其多维绩效影响研究”（LQ20G020001）; 浙江文化研究工程重大项目“浙江省文化遗产保护传承利用研究”（21WH70080ZD）; 浙江省社科规划“党的二十大和省委十五届二次全会精神研究阐释”专项课题成果

A Scale Development and Validation Test of Citizens’ Behavior in Rural Tourism Destination Environments

WU Maoying¹, WU Xinfang¹, LI Qiucheng^2,*

1. School of Management, Zhejiang University, Hangzhou 310058, China;
2. School of Tourism and Urban-Rural Planning, Zhejiang Gongshang University, Hangzhou 310018, China

Received:2022-06-14 Revised:2023-04-17 Online:2023-08-30 Published:2023-09-14

摘要/Abstract

摘要： 良好的自然、人文和社会环境是乡村旅游可持续发展的基础。乡村旅游地的环境维护和提升离不开村民自发的、利他的环保行为,即组织环境公民行为。文章从组织行为学的视角将乡村旅游地看作组织,关注乡村旅游地村民的组织环境公民行为（OCBE）。遵循标准的量表开发程序,文章采用4个研究开发并验证了乡村旅游地OCBE量表。研究一通过文献回顾及焦点小组获取了4个维度共18个初始测项;研究二通过3个乡村旅游地的问卷调查数据进行探索性因子分析,精简量表题项;研究三基于两个乡村旅游地的问卷调查数据进行验证性因子分析,确定了3个维度共13个测项,包括人际导向OCBE、自我导向OCBE、目的地导向OCBE;研究四验证了量表的关联效度。文章为乡村旅游地可持续发展提供了管理建议,并提出了未来研究方向。

关键词: 组织环境公民行为, 环境行为, 乡村旅游地, 可持续发展, 量表开发

Abstract: The sustainable development of rural tourism strongly depends on good natural,cultural and social environment in the destination.The environment maintenance and improvement of rural tourism destinations are impossible without villagers’ spontaneous and altruistic environmental protection behaviors known as the organizational citizenship behavior for the environment （OCBE）.This paper took rural tourism destinations as organizations from the science of organizational behavior perspective,focused on the OCBE of the hosts,followed a rigid scale development procedure,and conducted a four-stage study with a mixed method design to develop and validate the OCBE scale.Study 1 identified four dimensions and 18 initial items through the extensive literature review and focus group discussions.Study 2 adopted an exploratory factor analysis based on the questionnaire-based data from three rural tourism destinations to filter the items.Study 3 provided a 13-item and three-dimension solution to the OCBE scale which consisted of interpersonal-focused OCBE,self-focused OCBE,and destination-focused OCBE,through confirmatory factor analysis on the questionnaire survey data of two rural tourism destinations.Study 4 further tested criterion-related validity of the new scale through verifying that OCBE is significantly related to subjective well-being.This paper provided theoretical implications for researchers in understanding hosts’ discretionary pro-environmental behaviors through a new perspective and offered important practical insights for rural tourism destination managers in using the OCBE scale as guidance for developing strategies to encourage the hosts’ involvement in environmental protection and contributing to the high-quality and sustainable development of rural tourism destinations.

Key words: organizational citizenship behavior for the environment, environmental behavior, rural tourism destinations, sustainable development, scale development

中图分类号:

F323.22

吴茂英, 吴新芳, 李秋成. 乡村旅游地环境公民行为的量表开发与实证检验[J]. 旅游科学, 2023, 37(4): 58-75.

WU Maoying, WU Xinfang, LI Qiucheng. A Scale Development and Validation Test of Citizens’ Behavior in Rural Tourism Destination Environments[J]. TOURISM SCIENCE, 2023, 37(4): 58-75.

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