基于多样本潜在类别的旅游者生态文明行为分析——以苏州市为例

基于多样本潜在类别模型,划分旅游者生态文明行为的潜在类别,比较不同性别、学历、年龄和收入旅游者潜在类别的异同。研究发现：① 根据生态文明行为差异,可以将旅游者划分为成熟型、起步型和淡漠型3种类型,分别占旅游者总数的28.7%、33.2%和38.2%,成熟型旅游者最少。② 性别间、学历间、收入间存在较高的形貌同构性（潜在类别数目都为3）和内涵同构性（各潜在类别命名一致）,表明性别、学历、收入对旅游者生态文明行为的影响较小;高学历对成熟型、起步型旅游者的生态文明行为有少量促进作用。③ 年龄间尽管分类形貌相似（潜在类别数目都为3）,但是分类内涵存在异质性,高、中、低年龄者的潜在类别命名和占比不尽相同;中年龄者生态文明行为表现优于低年龄者,表明年龄增长对主流旅游者的生态文明行为有积极影响;高年龄者生态文明行为呈现两极分化状态。④ 生态文明行为六要素方面,游览生态文明化最易实现,其次是出行生态文明化,而餐饮、住宿、购物、娱乐生态文明化实现难度较大。最后,从旅游者、旅游企业和国家三个层面探讨旅游者生态文明行为提升路径。

Study on tourists' ecological civilization behavior based on multi-sample latent class model: A case of Suzhou

Based on multi-sample latent class model, this paper divides the latent classes of tourists' ecological civilization behavior, and comparatively analyzes their similarities and differences according to different genders, education backgrounds, ages and income. The results show that: (1) Tourists can be divided into three types (mature, budding and unsympathetic) according to differences of their ecological civilization behavior, with the proportion of 28.7%, 33.2% and 38.2%, respectively, and mature tourists are the least in all the three types of tourists. (2) The latent classes of ecological civilization behavior are similar both in profile and content for tourists of different genders, with the same number (i.e. three) and names (i.e. mature, budding and unsympathetic tourists from the first to the third latent class) of latent classes, and the same applies to tourists of different education backgrounds and tourists of different income. It is indicated that gender, education background and income have less impact on tourists' ecological civilization behavior. In addition, high education level slightly stimulates mature and budding tourists' ecological civilization behavior. (3) The latent classes of ecological civilization behavior are similar in profile but different in content for tourists of different ages. Despite the same number (i.e. three), name and proportion of each latent class are different for young, middle-aged and old tourists. Middle-aged tourists exhibit better ecological civilization behavior than young tourists. This indicates that age increase has positive impact on mainstream tourists' ecological civilization behavior. Ecological civilization behavior of old tourists reveals a trend of polarization. (4) As for the six indicators of tourists' ecological civilization behavior, behavior in sightseeing is the easiest to achieve, followed by behavior in traffic, while behavior in catering, lodging, shopping and entertainment is a little difficult to achieve. Finally, this paper suggests that tourists' ecological civilization behavior can be improved in three aspects, namely, tourists themselves, tourism enterprises, and the government. First, tourists should enhance ecological civilization awareness and cognition. The focus is on awakening unsympathetic tourists' ecological civilization consciousness, arousing budding tourists' ecological civilization awareness in catering, lodging, shopping and entertainment, and further strengthening mature tourists' ecological civilization cognition at present. Second, tourism enterprises should guide tourists' ecological civilization behavior, especially in places of catering, lodging, shopping and entertainment. Third, the government should manage tourists' ecological civilization behavior by constructing citizens' ecological civilization education system, enriching contents of ecological civilization education, strengthening ecological civilization construction in catering, lodging, shopping and entertainment industries, and improving legal management of citizens' ecological civilization behavior.