歷史街區是一種承載著深刻社會文化價值的文化遺產,作為一種旅游吸引物吸引著大量的旅游者,但通常會被不良行為破壞。而對作為環境責任行為實施主體的旅游者進行引導是可以促進旅游目的地可持續發展的重要課題。大量研究顯示,滿意度在可以有效評價旅游意象的同時還能有效地驅動環境責任行為。研究基于旅游目的地意象、文化遺產和歷史街區的相關理論,對歷史街區旅游意象進行了合理的維度劃分,還構建了可以解釋旅游意象、滿意度和環境責任行為三個變量間,直接和間接關系的模型。為了以實證分析的方法驗證研究的理論模型,將歷史街區旅游意象劃分為真實性、保存性、設施與服務性、消費性、環境與安全性5個維度。對赴芙蓉街進行觀光旅游行為的600位旅游者進行了現場隨機調整,經篩選從中提取了577個有效樣本,回收率達到88.85%。以SPSS Amos 21.0對回收樣本進行了信效度分析。模型擬合度驗證和假設檢驗。研究發現:(1)歷史街區旅游意象的真實性、保存性、設施和服務性、消費性以及環境和安全性5個要素對旅游者滿意度均存在有效地驅動性。(2)歷史街區旅游意象的真實性、保存性、設施和服務性以及環境和安全性4個要素對旅游者環境責任行為均存在有效地驅動性。(3)滿意度不僅本身對環境責任行為存在有效的驅動性,并且在歷史街區旅游意象各個要素對旅游者環境責任行為的驅動性上也存在不同程度的助推作用。

Historic blocks is not only a kind of cultural heritage,but also holds a deep value of society and culture. All this time historic blocks,which seem to be a tourist attraction,attract many tourists. However,during this time,many historic blocks are damaged because of the tourists’ bad behavior. Tourists,as the behavioral agent of tourist destination environment,need to implement environmentally responsible behavior,which helps promote the sustainable development of historic blocks tourism. Therefore,Results from a large body of literature confirm that the implementation of tourist’environmentally responsible behavior is an effective way for sustainable development,and satisfaction is especially important in explaining tourists’ environmentally responsible behavior,and is extremely essential to evaluate destination image. Accordingly,based on the theory of tourist destination image,cultural heritage and historic blocks,this paper divides tourist destination image of historic blocks into five aspects: authenticity,conservation,facility and service,shopping,environment and security; and builds a model that depicts the relationship among tourist destination image,satisfaction and tourists’ environmentally responsible behavior. In order to test the theoretical model with practicable methods,the data for this paper were collected by conducting questionnaire surveys. The questionnaires were collected in the Furong historic blocks of Jinan. 600 questionnaires were sent out and 577 valid questionnaires were recalled,which represents a practicable recovery rate of88.85%. This data were analyzed using SPSS Amos 21. 0 software. This paper tests the reliability,validity of the concept and the hypothesis. The results from confirmatory factor analysis indicate that there is sufficient reliability and validity of each concept in this model,the empirical results showed that: First, The image about authenticity, conservation, facility and service, shopping,environment and security affects tourists ’ satisfaction. Second,The image about authenticity,conservation,facility and service,environment and security has a direct effect on tourists’ environmentally responsible behavior. Third,Tourists’ satisfaction has not only a direct effect on tourists’ environmentally responsible behavior,but also has a driving power on the effect between destination image and tourists’ environmentally responsible behavior.