游客生态系统文化服务价值感知的生态消费行为选择意愿效应

生态系统文化服务和人类的价值观与行为紧密相连，是连接自然生态与人类行为的关键纽带，对我国生态文明建设具有重要意义.该文以新疆天山世界自然遗产地巴音布鲁克为研究区，探讨游客对不同维度生态系统文化服务价值的感知水平，并利用结构方程模型探索影响游客生态消费行为选择意愿的主要因素和影响机理、影响路径.研究结果表明：研究区生态系统文化服务价值包括地方感、教育价值和休憩价值，游客感知水平从高到低排序依次为休憩价值、教育价值、地方感；游客生态消费行为选择意愿的排序为废弃物排放〉餐食〉购物〉住宿；地方感和休憩价值的感知水平对游客生态消费行为选择意愿有着正向影响，但教育价值的感知水平与生态消费行为选择意愿之间的关系尚不明确.根据研究结论，提出提高游客对生态系统文化服务价值的感知水平，进而增强其生态消费行为选择意愿的政策建议.

Willingness effect of ecological consumption behavior choices on the perception of cultural service value in tourist ecosystem

Ecosystem cultural services are closely linked to human values and behaviors. They are the key link between natural ecology and human behavior， and are of great significance to the construction of my country's ecological civilization. In this paper， Bayinbuluk， a World Natural Heritage Site in Xinjiang Tianshan Mountains， is taken as the research area to explore tourists' perceptions of the cultural service value of ecosystems in different dimensions. Structural equation models are used to investigate the main factors， influencing mechanisms， and influence paths that affect tourists' willingness to choose ecological consumption behaviors. The research results show that the cultural service value of the ecological system in the study area includes sense of place， educational value， and recreational value. The ranking of tourist perception level from high to low is recreational value， educational value， and sense of place. The ranking of tourists' ecological consumption behavior choice willingness is waste emission〉 meal〉 shopping〉 accommodation. The perception of place and the value of rest has a positive effect on tourists' willingness to choose ecological consumption behavior， but the relationship between the perception of educational value and the willingness of ecological consumption behavior is still unclear. Based on the research conclusions， policy recommendations are put forward to improve tourists' perception of the value of ecosystem cultural services， thereby enhancing their willingness to choose ecological consumption behavior.