心理契约违背对森林游客价值共毁行为的影响OA

⑴Background——As an important way for the value realization of forest ecological products,the develop-ment of forest tourism is of great significance to China's ecological civilization construction.The psychological contract plays a vital role in the relationship between tourism destinations and tourists.At present,most studies on value co-destruction behaviors focus on their definitions and their mechanisms of action in scenarios such as brand communities.However,there is still a lack of systematic research on tourists-driven irrational destructive behaviors and their underlying psychological mechanisms. ⑵ Methods——Based on the theoretical frameworks such as the S-O-R Theory,this paper first put forward the research hypotheses.Then,it selected psychological contract breach as the stimulus factor,relative depriva-tion and psychological ownership as the organism factors,and value co-destruction behaviors as the response fac-tor.A structural equation model was adopted to conduct an empirical analysis on the impact of psychological con-tract breach on forest tourists'value co-destruction behaviors.The research data were mainly derived from an on-line questionnaire survey conducted among the forest tourists from June to July 2025,with a total of 400 valid questionnaires obtained. ⑶Results——First,psychological contract breach has a significant positive impact on the forest tourists'value co-destruction behaviors,while psychological ownership exerts a significant negative impact on such behav-iors.Relative deprivation has no significant impact on their value co-destruction behaviors.Second,psychological contract breach has a significant positive impact on the relative deprivation,while exerting a significant negative impact on the psychological ownership.Third,psychological contract breach exerts an indirect positive impact on the forest tourists'value co-destruction behaviors through the mediating role of psychological ownership,whereas the mediating effect of relative deprivation is not significant.Fourth,relative deprivation and psychological owner-ship play a chain mediating role in the relationship between the psychological contract breach and value co-de-struction behaviors. ⑷ Conclusions and Discussions——Based on the above research conclusions,the following policy sug-gestions are proposed:First,in terms of scenic areas management,establish a contract performance system and promote digital service governance.Set up a service commitment review mechanism,formulate a list of committed items and disclose the implementation process.In addition,digital management tools such as tourists emotion rec-ognition systems,intelligent public opinion monitoring platforms and real-time feedback applications should be introduced.Second,in terms of information dissemination,optimize information presentation and manage tourist expectations effectively.establish an integrated digital communication platform to truthfully showcase the scenic area's environment and service capacity through forms such as short videos,VR panoramas and immersive virtual experiences,set up a public opinion response and crisis communication mechanism,and provideinstant Q&A services via AI customer service and intelligent chatbots.Third,in terms of tourist relationship management,es-tablish an emotional repair and psychological compensation mechanism and promote the co-creation governance of scenic areas.Set up an instant emotional feedback channel on the digital platform,and guidetourists to partici-pate in the environmental protection,ecological monitoring and service evaluation of scenic areas.