政府信任、新冠风险感知与居民旅游支持度——以旅游地社会责任为调节变量

doi:10.12342/zgstly.20220150

摘要/Abstract

摘要：

新冠肺炎疫情背景下，旅游地面临恢复旅游发展与疫情防控的双重压力。居民作为旅游地核心利益相关群体之一，其对旅游业的态度是影响旅游业恢复的重要因素。本研究以居民政府信任、新冠风险感知为前因变量，以旅游地社会责任为调节变量构建了疫情常态化背景下居民旅游支持度模型，并选取边境城市博乐市居民为调查对象，采用结构方程模型方法对本研究所构建的模型进行实证检验。研究发现：（1）居民政府信任对旅游支持度有直接正向作用，也能通过降低居民的风险感知间接正向影响居民旅游支持度；（2）旅游地社会责任对居民政府信任和风险感知之间的关系有显著正向调节作用，即居民旅游地社会责任感知会强化居民政府信任对风险感知的负向影响；（3）旅游地社会责任对居民政府信任和旅游支持度之间的关系调节作用不显著。研究表明，政府信任是疫情常态化背景下居民支持旅游发展的重要影响因素，而且旅游地社会责任会强化这一因素的重要性。

关键词: 风险感知, 政府信任, 旅游支持度, 社会责任, 旅游地居民, 边境旅游, 新冠肺炎疫情

Abstract:

In the context of COVID-19, tourist destinations are facing the dual pressure of restoring tourism development and epidemic prevention and control. Residents are one of the core stakeholder groups in tourist destinations, and their attitude towards tourism is an important factor affecting the recovery of tourism. In this paper, residents’ government trust and perception of COVID-19 risk were taken as antecedent variables, and the destination social responsibility was taken as moderating variable to construct a resident tourism support model under the background of normalizing the epidemic. Residents of Bole, a border city, were selected as survey objects, and structural equation was used to empirically test the model. It is found that: (1) Residents’ government trust has a direct positive effect on tourism support, and can also indirectly affect residents’ tourism support by reducing residents’ risk perception; (2) The destination social responsibility has a significant positive moderating effect on the residents’ relationship between government trust and risk perception, that is, the residents’ awareness of destination social responsibility strengthens the negative effect of residents’ government trust on risk perception; (3) The destination social responsibility has no significant moderating effect on the relationship between residents’ government trust and tourism support. The study suggests that government trust is an important factor influencing residents’ support for tourism development in China under the background of COVID-19 normalization, and the destination social responsibility will reinforce the importance of this factor.

Key words: risk perception, government trust, tourism support degree, social responsibility, residents of tourist destinations, border tourism, COVID-19 pandemic

徐明月, 高俊, 王琦, 廖月娥. 政府信任、新冠风险感知与居民旅游支持度——以旅游地社会责任为调节变量[J]. 中国生态旅游, 2023, 13(1): 1-12.

Xu Mingyue, Gao Jun, Wang Qi, Liao Yue’e. The relationships among government trust, perception of COVID-19 risk and residents’ tourism support: Destination social responsibility as a moderator[J]. ECOTOURISM, 2023, 13(1): 1-12.

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变量	变量	数量（个）	百分比（%）	变量	变量	数量（个）	百分比（%）
性别	女性	167	56.80	居住时长	<5年	22	7.48
性别	男性	127	43.20		5~10年	31	10.54
年龄	≤20岁	1	0.34		11~20年	41	13.95
	21~30岁	64	21.77		>20年	200	68.03
	31~40岁	82	27.89	是否从事旅游职业	是	16	5.44
	41~50岁	104	35.37	是否从事旅游职业	否	278	94.56
	51~60岁	43	14.63	是否有家人、亲戚、朋友从事旅游业	是	51	17.35
	>60岁	0	0.00	是否有家人、亲戚、朋友从事旅游业	否	243	82.65
最高学历	初中及以下	49	16.67	月收入	≤3000元	55	18.71
	高中	73	24.83		3001~5000元	135	45.92
	专科	91	30.95		5001~7000元	53	18.03
	本科	75	25.51		7001~9999元	30	10.20
	硕士及以上	6	2.04		≥10 000元	21	7.14

变量	测量题项	因子载荷	均值	Cronbach’s α	CR	AVE
政府信任	我相信地方政府会有效应对新冠疫情	0.798	5.827	0.833	0.833	0.624
	我相信地方政府有关旅游业的决策是可靠的	0.807	5.677
	我相信地方政府是公众健康与安全的有力保障	0.764	5.867
目的地社会责任	博乐旅游发展是环境友好的	0.750	5.629	0.858	0.859	0.552
	博乐旅游发展提升了居民福祉	0.827	5.469
	博乐旅游发展的经济效益是不错的	0.699	5.252
	博乐旅游发展照顾了各利益相关方的需要	0.784	5.333
	博乐旅游发展遵循了社会伦理规范	0.640	5.432
新冠风险感知	外地游客的到来会增加我对新冠防疫的焦虑	0.577	3.415	0.849	0.849	0.590
	外地游客的到来会增加我感染新冠的风险	0.721	3.486
	外地游客的到来会让我减少户外活动	0.870	2.867
	外地游客的到来会给我的户外活动带来不便	0.865	2.752
居民旅游支持	疫情防控常态化下，博乐旅游应该进一步发展	0.866	5.378	0.876	0.884	0.719
	疫情防控常态化下，地方政府应该加大博乐旅游推广	0.892	5.391
	疫情防控常态化下，应该吸引更多外地游客来博乐	0.781	5.153

变量	社会责任	政府信任	风险感知	旅游支持
社会责任	0.743
政府信任	0.447	0.790
风险感知	-0.117	-0.202	0.768
旅游支持	0.326	0.438	-0.218	0.848

	路径关系			标准化系数	p	t	SE	假设检验结果
政府信任	→		居民旅游支持	0.413	0.000^***	5.895	0.103	H1支持
政府信任	→		新冠风险感知	-0.209	0.003^**	-2.964	0.088	H2支持

效应类型	效应值	SE	Z	Bootstrap95%CI
效应类型	效应值	SE	Z	下限LLCI	上限ULCI
政府信任→新冠风险感知→居民旅游支持						部分中介
总效应	0.441	0.076	5.803	0.298	0.597
直接效应	0.413	0.080	5.163	0.256	0.571
间接效应	0.028	0.018	1.556	0.003	0.080