ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

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探索AI服务对游客环境友好行为的双刃剑效应

郭养红, 杨秀平, 庞芳兰, 陈芳婷   

  1. 兰州理工大学经济管理学院, 甘肃 730050 中国
  • 收稿日期:2026-07-28 修回日期:2026-10-01 接受日期:2026-10-16
  • 基金资助:
    人工智能服务对游客双元环境友好行为差异化影响机制研究(72562023); 数字经济赋能甘肃文旅融合高质量发展的机制与路径研究(25JRZA121); 兰州理工大学高等教育研究项目(GJ2024B-65)

Exploring the double-edged sword of artificial intelligence services on tourists’environmentally friendly behavior

  1. , 730050, China
  • Received:2026-07-28 Revised:2026-10-01 Accepted:2026-10-16

摘要： 人工智能(AI)产业在旅游、营销等领域爆发增长，涌现出多样化AI服务。然而，AI服务对游客环境友好行为影响研究尚不充足，且缺乏对游客环境友好行为类型划分并探究AI服务对其产生的差异化影响。本研究旨在探索AI服务对游客环境友好行为双刃剑效应及差异化心理机制与作用边界，从三方面展开：第一，基于道德双元理论并结合环境友好行为特征，系统区分并整合探究AI服务对游客禁止性环境不友好行为和倡导性环境友好行为双刃剑效应。第二，依据双加工理论，分别从认知和情绪视角，探索AI服务对游客双元环境友好行为差异化心理机制。第三，根据顾客机器人服务接受模型，从AI服务特征、游客特征和环境友好行为特征三方面，考察AI服务对游客双元环境友好行为双刃剑效应的边界条件。本研究不仅拓展了AI服务在游客环境友好行为领域研究范畴和内容，还为旅游企业设计管理AI服务、制定针对性环境友好行为干预策略提供实践启示。

关键词: AI服务, 游客环境友好行为, 道德双元理论, 认知与情绪双加工过程, 差异化心理机制

Abstract: In recent years, the artificial intelligence (AI) industry has witnessed explosive in the fields of marketing and tourism, diverse AI services have emerged rapidly. However, extant research concerning the impacts of AI services on tourists’ environmentally friendly behaviors has not been sufficiently explored. Moreover, few studies classify tourists’ environmentally friendly behaviors and explore the double-edged swords of AI services on such behaviors. This study aims to investigate the differentiated impacts, psychological mechanism and boundary conditions of AI services on tourists’ dual environmentally friendly behaviors, which is elaborated in three dimensions. First, based on the moral duality theory and combined with the characteristics of environmentally friendly behaviors, this study systematically distinguishes and comparatively examines the differentiated influences of AI services on tourists’ prohibitive environmentally unfriendly behaviors and promotional environmentally friendly behaviors. Second, drawing on the double-process theory, we explore the double-edged sword effect of AI services on tourists’ dual environmentally friendly behaviors, and examines its differential psychological mechanism from cognitive and emotional perspectives respectively. Third, drawing on the customer robot services accept model, we investigated the boundary conditions of the AI services on tourists’ dual environmentally friendly behaviors from three facets: the attributes of AI services, tourists’ characteristics, and the traits of environmentally friendly behaviors. This paper not only expands the scope and content of AI services in the field of tourists’ environmentally friendly behaviors, but also provides practical insights for tourism enterprises to scientifically design and manage AI services and formulate targeted intervention strategies to stimulate tourists’ environmentally friendly behaviors.

Key words: artificial intelligence services, tourists' environmentally friendly behavior, moral duality theory, tourists’ cognitive and emotional double processes, differential psychological mechanism