摘要
为揭示旅游志愿服务意愿的影响因素和作用机理,本文在TPB理论基础上增加人格特质变量,构建旅游志愿服务意愿模型。通过对239份样本数据进行结构方程模型检验发现:旅游服务提升态度、个人规范、便利程度、开放性人格和责任性人格对旅游志愿服务意愿存在正向影响;自我价值提升态度、社会压力、自我效能和宜人性人格对旅游志愿服务意愿没有显著影响。
In order to reveal the factors and its formation mechanism of volunteers’willingness to take part in tourism volunteer service,this paper applied the theory of planned behavior by adding personality trait as a new variable to build a model of tourism-volunteer-service behavioral intention,took 239 samples and made a structural equation model test.It was found:(1)tourism promotion attitude,personal norms,convenience,and open and responsible personalities have positive impact on volunteer service behavior intention;(2)self-improvement attitude,social pressure,self-efficacy and affinity personality have no significant impact on volunteer service behavior intention.
作者
周媛
梅强
ZHOU Yuan;MEI Qiang(School of Management,Jiangsu University,Zhenjiang 212013,China)
出处
《旅游科学》
CSSCI
北大核心
2018年第3期63-79,95,共18页
Tourism Science
基金
国家自然科学基金项目"地域文化对区域旅游发展的作用机理与效应评价"(41301138)
扬州市旅游科学研究课题"扬州国际文化旅游志愿者队伍建设研究"(2017014)
关键词
旅游志愿服务
行为意愿
计划行为理论
人格特质
tourism volunteer service
behavioral willing
the theory of planned behavior
