随着世界人口不断增加,老年人的数量也在不断增加。查阅旅游相关数据显 示,老年人出游人数逐年增加。在目前环境保护的大背景下,老年人作为环境保 护群体的重要组成部分,目前国内关于老年人的研宄主要集中老年人产品营销和 老年服务研宄两大方面,对老年旅游者环保意识的相关研究涉及较少。因此研究 老年旅游者的环保意识具有重要的现实意义和实践意义。 本文以老年人作为研宄对象,以VBN理论与期望理论作为理论基础,通过 对国内外老年旅游者以及VBN理论和期望理论的文献进行回顾和总结,根据新 生态范式的研宄量表结合研宄对象老年人这一群体编制了调查问卷。通过模型构 建使两个理论与老年旅游者的环保意识建立联系。模型构建通过运用VBN理论 的七个维度(生态价值、利他价值、自利价值、新生态范式、意识后果,责任归 属和个人亲环境标准)与期望理论的三个维度(价值、措施和预期)对环保意识 模型进行检验。选取长沙市老年活动中心以及老年大学和烈士公园作为发放问卷 地,从2018年10月13日-2019年1月10日对问卷进行数据收集,共发放问卷 400份,回收有效问卷352份,通过SPSS20.0和AMOS17.0对问卷数据进行统 计和分析。发现VBN理论中对老年旅游者影响较大的是生态价值,自利价值和 利他价值影响较少。在期望理论研究中分为了价值、措施和预期三个方面,根据 分析数据得出在三个方面中价值判断对是否具有环保意识和采取环保行为的影 响最大。根据分析结果可以到的如下结论: (1)不同群体的老年旅游者的环保意识存在差异,年龄在55至60,学历 为大学月收入在长沙市基本工资标准及以上的老年旅游者环保意识相对其他老 年旅游者环保意识商。 (2)旅游地的安全是老年旅游者选择旅游地的重要因素,老年人这一特殊 群体,在选择旅游地是将安全作为首要考虑因素,在出游时经过对比选择安全系 数更高的旅游产品以及旅游目的地,当目的地的安全问题得到解决,老年旅游者 就会注重旅游中的环保意识。 (3)价值的大小或者说性价比是影响老年人采取措施的前提。由于老年人 的收入来源较固定,除退休工资及子女的赡养费其他收入来源较少,所以老年旅 游者对价格较看重,他们会选择他们认为性价比更高的旅游产品。 I(4)旅行中的不同态度会对环保意识产生影响。当旅游地的环境质量高时, 老年旅游者的态度就会转变,并且当他们感觉到他们的行为能够并且将最终为环 境的整体变化做出贡献时,老年人旅游者将会持续他们的行动。 根据以上结果提出如下建议: (1)持续提高环境教育的支出。需要通过加大环境教育投入,举办针对老 年旅游者的宣讲活动,对不同年龄、教育背景的老年人进行环保意识教育。 (2)完善并加强旅游地安全的规范管理。由于老年人这一特殊群体在选择旅游 地的过程中对旅游目的地的安全较重视,所以景区在一些面向老年旅游群体的活 动中,要更加重视景区的安全措施和规范。解除后顾之忧的老年旅游者可以增强 环保意识和行为。 (3)旅游产品注重价值体系完善,提供更多性价比高的旅游产品。老年旅 游者在选择出行时对价值或者说价格较为看重,因此在一些针对老年旅游者的设 计中要将价值和环保结合起来增强老年旅游者的环保意识,从而促进环保行为。 (4)加强旅游地环境质量的监管。提供高质量的旅游环境,促使老年旅游 者对环境态度的转变,增强老年旅游者的环保意识。 本文通过对数据的分析得出了长沙市老年旅游者和环保意识的相关关系。但 是也存在着一些不足之处。问卷的数量可能不够;由于所选取的地方为省会城市, 多以市区老年人为主,他们的受教育程度和生活水平相对较高,所以可能无法代 表全国,具有有地域的局限性。 关键词:VBN理论;期望理论;老年旅游;环保意识 IIABSTRACT Astheworld'spopulationcontinuestoincrease,thenumberofolderpeopleisalso increasing.Accordingtotravel-relateddata,thenumberofelderlytravellershas increasedyearbyyear.Underthecurrentbackgroundofenvironmentalprotection,the elderlyhavebecomeanimportantpartoftheenvironmentalprotectiongroup.At present,theresearchontheelderlyinthecountrymainlyfocusesonthetwoaspectsof theelderlyproductmarketingandtheelderlyserviceresearch,andtheenvironmental awarenessoftheelderlytourists.Relatedstudiesinvolveless.Therefore,studyingthe environmentalawarenessofelderlytouristshasimportantpracticalandpractical significance. Thispapertakestheelderlyastheresearchobject,andusesVBNtheoryand expectationtheoryasthetheoreticalbasis.Throughreviewingandsummarizingthe literaturesofelderlytouristsandVBNtheoryandexpectationtheoryathomeand abroad,theresearchobjectaccordingtothenewecologicalparadigmiscombinedwith theresearchobject.Thisgroupofpeoplehaspreparedaquestionnaire.Throughthe modelconstruction,thetwotheoriesarelinkedtotheenvironmentalawarenessof elderlytourists.Thispaperusesthesevendimensions(biosphericvalue,altruisticvalue, egoisticvalue,newecologicalparadigm,Awarenessofconsequence,ascriptionof responsibilityandpro-environmentalpersonalnorm)ofVBNtheoryandthethree dimensions(values,instrumentalityandexpectancy)ofexpectationtheory.The environmentalawarenessmodelistested.TheChangshaMunicipalActivityCenterand MartyrsParkwereselectedasthequestionnaires.Thequestionnaireswerecollected fromOctober13,2018toJanuary10,2019.Atotalof400questionnaireswere distributedand352validquestionnaireswerecollected,passedSPSS20.0andAMOS 17.0countsandanalyzesthequestionnairedata.ItisshownthatintheVBNtheoryof theelderlytouristsisgreaterthantheecologicalvalue,theself-interestvalueand altruisticvaluehavelessimpact.Intheexpectationtheory,itisdividedintothree aspects:value,measureandexpectation.Itisconcludedthatthevaluejudgmentinthe threeaspectshasthegreatestimpactonwhetheritisenvironmentallyconsciousand adoptsenvironmentalprotectionbehavior.Thefollowingconclusionscanbereached: in(1)Differentgroupsofelderlytouristshavedifferentenvironmentalawareness, age55-60,educationistheuniversity'smonthlyincome.Theenvironmentalawareness ofoldertouristsinChangshaCityandaboveishigherthanotheroldertourists. (2)Thesafetyoftouristdestinationsisanimportantfactorforelderlytouriststo choosetouristdestinations.Thespecialgroupofseniorcitizenschoosestourismasthe primaryconsiderationforsafety.Whentraveling,theychoosetourismproductswith highersafetyfactor.Aswellastouristdestinations,whenthesafetyofthedestination issolved,theelderlytouristswillpayattentiontotheenvironmentalawarenessinthe tourism. (3)Thesizeofthevalueortheprice/performanceratioisthepremisethataffects themeasurestakenbytheelderly.Sincetheincomesourceoftheelderlyisrelatively fixed,exceptforothersourcesofretirementwagesandchildsupport,theelderly touristsaremorevalued,andtheywillchoosetourismproductsthattheythinkaremore cost-effective. (4)Differentattitudesduringtravelwillhaveanimpactonenvironmental awareness.Whenthequalityoftheenvironmentinthetouristdestinationishigh,the attitudesoftheelderlytouristswillchange,andwhentheyfeelthattheirbehaviorcan andwillultimatelycontributetotheoverallchangeoftheenvironment,theelderly touristswillcontinuetheiractions.. Basedontheaboveresults,thefollowingrecommendationsaremade: (1)Tocontinuouslyimprovetheexpenditureonenvironmentaleducation,itis necessarytoincreasetheinvestmentinenvironmentaleducation,holdapublicity campaignforelderlytourists,andpublicizeenvironmentalawarenessamongthe elderlyofdifferentagesandeducationalbackgrounds. (2)Improveandstrengthenthestandardizedmanagementoftourismdestinations. Sincethespecialgroupoftheelderlyismostconcernedaboutthesafetyoftourist destinationsintheprocessofselectingtouristdestinations,thescenicspotsshouldbe moreinsomeactivitiesfortheelderlytourismgroups.Payattentiontothesafety measuresandregulationsofthescenicspot.Oldertravelerswhoarerelievedoftheir worriescanenhancetheirenvironmentalawarenessandbehavior. IV(3)Tourismproductspayattentiontotheimprovementofvaluesystemand providemorecost-effectivetourismproducts.Oldertouristspaymoreattentiontovalue orpricewhenchoosingtravel.Therefore,insomedesignsforelderlytourists,value andenvironmentalprotectionshouldbecombined.Itwillenhancetheenvironmental awarenessofelderlytouristsandpromoteenvironmentalprotection. (4)Strengthenthesupervisionoftheenvironmentalqualityoftourismdestinations, provideahigh-qualitytourismenvironment,promotethetransformationofelderly tourists'attitudestowardstheenvironment,andenhancetheenvironmentalawareness ofelderlytourists. Throughtheanalysisofthedata,thispaperdrawsthecorrelationbetweenthe elderlytouristsinChangshaandenvironmentalawareness.Buttherearealsosome shortcomings.Thenumberofquestionnairesmayberelativelyinsufficient;sincethe selectedplacesareprovincialcapitals,mostofthemareurbanresidents,andtheir educationlevelandlivingstandardsarerelativelyhigh,sotheymaynotbe representativeofthecountryandhavegeographicallimitations. Keyword:VBNtheory;Expectationtheory;Elderlytouri