了解环境友好型游客的特点、行为及其影响因素,从行为角度探求解决环境问题的路径,对可持续旅游的发展具有很强的借鉴意义。本文以九寨沟为案例地,进行了游客环境友好行为及其影响因素的探索性研究,发现女性表现出更高的环境友好性,环境意识、道德约束力对游客环境行为有显著的正向影响,景区现存环境状态也对环境行为有一定影响;不同环境友好程度的游客分组在旅游动机、旅行偏好、阅读报刊类型等方面的差异显著,环境友好型游客的满意度、重游意向、推荐指数更高,是景区从环境保护和经济发展的角度愿意吸引的群组,为景区选择性营销提供了理论依据,弥补了国内相关研究的空白。

Based on relevant theories and empirical studies both at home and abroad, this paper, providing a case study of Jiuzhaigou, discusses the differences of tourists' environmental behavior, and its inspiration to the practice of selective marketing. The results indicate that tourist segments based on environmentally friendly behavior at the destination represent distinct groups with respect to some socio-demographic, psychographic and behavioral personal characteristics. These explanatory variables contribute substantially to explaining pro-environmental behaviors. Pro-environmental attitudes and moral obligation emerges as main psychometric variables. Gender emerges as the central socio-demographic personal characteristic, which together with the study of pro-environmental behaviors proves female tourist segments the most environmental friendly group. The existing state of the environment also plays an important role. Furthermore, different levels of environmentally friendly tourists show different travel motivation and preferences, which provide sound basis for selective marketing of sustainable tourism. Based on the findings, it can be concluded that segments which are defined by having different levels of pro-environmental behavior at the tourist destination are distinct segments of the population which differ in other personal characteristics as well. They can consequently be used to implement selective marketing approaches aiming at attracting Small Environmental Footprint Tourists. This study consequently contributes to the knowledge in the area of sustainable tourism in two aspects: (1) investigating the tourists' characteristics significantly related to pro-environmental behavior; (2) investigating the managerially useful information of different segments. Also, the paper explores the application of NEP scale in China's tourism research.