تحلیل رابطۀ دانش و رفتار زیست‌محیطی گردشگران با در نظر داشتن متغیر میانجی نگرش زیست‌محیطی (نمونۀ موردی: دارآباد، درکه، آهار فشم، وردیج و بام تهران)

مهم‌ترین جنبۀ رفتار گردشگران طبیعت‌محورْ توجه به پایداری زیست‌محیطی است. بسیاری از پژوهش‌های زیست‌محیطی در حوزۀ گردشگری بر نقش ارزش‌ها، نگرش‌ها، باورها و هنجارها در شکل دادن رفتار زیست‌محیطی متمرکز شده‌است. در این پژوهش، با توجه به نظریۀ بیشتر روان‌شناسان مبنی بر تاثیر نگرش بر رفتار، از نگرش زیست‌محیطی گردشگران به‌عنوان متغیر میانجی در تبیین ارتباط میان دانش و رفتار زیست‌محیطی گردشگران در مناطق گردشگری تهران استفاده شده‌است. این پژوهش ازنظر هدف، کاربردی و ازلحاظ شیوۀ گردآوری اطلاعات، توصیفی‌پیمایشی است. برای انجام پژوهش، پرسش‌نامه‌ای پژوهشگرساخته با 75 متغیر تهیه و تنظیم، و پایایی آن با آزمون آلفای کرونباخ 0.939 و روایی آن به‌صورت صوری تایید شد. جامعۀ آماری پژوهش، گردشگران مراجعه‌کننده به پنج منطقۀ گردشگری کوهستانی شهر تهران است و برای برآورد حجم نمونۀ 302نفری، از فرمول کوکران در شرایط جامعۀ نامعلوم استفاده شد. برای تجزیه و تحلیل داده‌ها، روش مدل‌سازی معادلات ساختاری به‌کار رفت. نتایج تحلیلی مدل‌های رفتاری گردشگران طبیعت‌محور نشان می‌دهد رابطۀ مثبت و معناداری میان نگرش و رفتار زیست‌محیطی و همچنین میان نگرش و دانش زیست‌محیطی گردشگران با بارهای عاملی 0.68 و 0.82 در سطح معناداری کمتر از 0.05 وجود دارد. به‌این‌ترتیب می‌توان بیان کرد که وجود یک سیستم تجزیه و تحلیل شناختی به نام «دانش زیست‌محیطی گردشگران» در ترکیب با یک سیستم عاطفی به شکل‌گیری نگرش زیست‌محیطی در گردشگران منجر خواهد شد که می‌تواند مبنایی برای بهبود و بهینه‌سازی رفتارهای گردشگران در مقاصد گردشگری باشد.

relationship between knowledge and tourists’ environmental behaviors considering the intermediate variable of environmental attitudes (case study: darabad, darakeh, ahar fasham, vardij, and bam-e tehran)

abstractthe most important aspect of nature-oriented tourists’ behaviors is paying attention to environmental sustainability. much environmental research in the field of tourism has focused on the roles of values, attitudes, beliefs, and norms in shaping environmental behavior. in this study, according to the theory adopted by the majority of psychologists concerning the effect of attitude on behavior, it was used as an intermediate variable for explaining the relationship between knowledge and tourists’ environmental behaviors in the tourist areas of tehran. this research was applied in terms of purpose and a descriptive survey in terms of data collection method. to conduct it, a researcher-made questionnaire with 75 variables was prepared and adjusted. its reliability was confirmed by a cronbach’s alpha of 0.939 and its validity was formally confirmed. the statistical population included the tourists referring to 5 mountain tourism areas of tehran. to estimate the sample size of 302 people from an unknown community, cochran’s formula was used. the study area included 5 mountain tourism areas of tehran. structural equation modeling was used to analyze the data. the analytical results of the behavioral models of the nature-oriented tourists showed a positive and significant relationship between attitude and environmental behavior and also between attitude and environmental knowledge with the factor loads of 0.68 and 0.82 at the significant level of less than 0.05, respectively. also, the tourists’ environmental behaviors were studied based on their educational levels. according to the results, the tourists’ environmental behaviors depended on their levels of education. thus, it could be stated that the existence of a cognitive analysis system called “tourist environmental knowledge” in combination with an emotional system would lead to the formation of their environmental attitudes, which could act as a basis for improving and optimizing their behaviors in the tourism destinations.keywords: environmental behavior, place attachment, environmental commitment, environmental attitude, nature-based tourists introduction environmental education is as a key solution to the community in the world. it makes people sensitive to the events, as well as physical, biological, social, and political changes in the environment. according to previous studies, nature-oriented tourists in the tourism process cause damage to the environment, while the most important goal of tourism is development by preserving natural resources for the next generation. therefore, the present study examined the tourists’ environmental behaviors and the relationship between them and the independent factors, such as environmental attitude, environmental knowledge, environmental commitment, gender, and education, in order to identify the causes of the tourists’ environmental behaviors in the tourism areas of tehran, including darakeh, darabad, bam-e tehran, ahar fasham village, and vardij village. methodologythe present study was applied in terms of purpose and descriptive-analytical in nature. due to the lack of accurate statistics of the tourists and uncertainty of the statistical community, 300 selected tourists aged 10 to 71 years answered the research questionnaire randomly. after having a conversation with the municipalities and cultural heritage centers of the regions, as well as tourism and handicraft organization of tehran province, no exact statistics on the number of tourists in each region per year were found. still, it was mentioned that in terms of regional geographical location and tourism history, their highest and lowest numbers were in darakeh and vardij regions, respectively. 80, 70, 70, 45, and 35 questionnaires were distributed in darakeh, darabad, bam-e tehran, ahar fasham, and vardij, respectively. the method of data collection was based on a combination of library and field methods. the data collection tool was a researcher-made questionnaire with a combination of general and special questions. the validity of the research instrument was confirmed by the experts and its reliability was corroborated by using cronbach’s alpha coefficient of 0.939. to analyze the collected data, one-sample t-test, anova analysis of variance, paired t-test, and tukey post-test were applied in spss software. amos software was employed for structural equation modeling. discussionthe analytical results obtained from the application of one-sample t-test with the significance level of less than 0.05 and the positive upper and lower edges of the confidence level showed that the tourists had an attachment to the studied tourist sites.