The impact mechanism of social interaction on the environmental responsibility behavior of tourists in smart scenic areas(社会互动对智慧景区游客环境责任行为的影响机制)

In the era of digital cultural tourism, as a new type of social relationship, human-computer interaction is influencing and changing the behavior of tourists in smart scenic spots. Based on the stimulus-organism-response (SOR) theory, this paper analyzes the influencing mechanism of "human-computer interaction" and "human-human interaction" on tourists' environmental responsibility behavior, and constructs an explanatory framework with unforgettable tourism experience as the mediating variable and visit frequency as the moderating variable. Based on 514 valid questionnaires of tourists in Yuelu Mountain Scenic Area, the structural equation model was used for empirical analysis. The results showed that: (1) Social interaction would affect tourists' environmental responsibility behavior, and "human-computer interaction" had a significant positive impact on environmental responsibility behavior, while "human-human interaction" had no significant impact. (2) Social interaction promoted the formation of memorable tourism experiences, and memorable tourism experiences played a mediating role between social interactions and environmentally responsible behaviors. (3) The frequency of excursions can moderate the impact of social interaction on environmental responsibility behavior. This study is of great significance for clarifying the relationship between social interaction and environmental responsibility behavior, and provides a reference for decision-making in the construction of smart scenic spots.(在数字文旅时代，人机互动作为一种新型的社会关系正在影响和改变智慧景区游客的行为。以刺激-机体-反应（SOR）理论为框架，探析了“人机互动”与“人际互动”对游客环境责任行为的影响机制，构建了以难忘的旅游体验为中介变量、以游览频次为调节变量的解释框架。同时，基于湖南省长沙市岳麓山景区的514份有效调查问卷，运用结构方程模型进行实证分析。结果表明：（1）社会互动影响游客环境责任行为，其中“人机互动”对环境责任行为具有显著正向影响，而“人际互动”的影响不显著。（2）社会互动促进难忘的旅游体验的形成，且难忘的旅游体验在社会互动与游客环境责任行为之间起中介作用。（3）游览频次能调节社会互动对游客环境责任行为的影响。所得结果有助于厘清社会互动与游客环境责任行为之间的关系，并为智慧景区建设提供决策参考。)