Study On The Voluntary Environmental Action Of The Enterprise In The Protection Of The Tourism Resources

Tourism resource is the basis for the development of the tourism industry. The activity of the tourism affects and changes the resources and natural environment in the distination. A widely accepted idea is that the uncontrolled development of tourism enterprises will inevitably damage the natural and human environment, for which it is necessary to ptrotect the tourism resources. It has been mainly from the tourism planning, the government regulation, the incentive on partners and the education on tourist to research the protection of tourism resources. However, it is less that the study on the tourism enterprise's voluntary protection which has been appeared in the practice of tourism. Based on a survey of the voluntary environmental regulation of business and its applications in the tourism research, we provide the fomation principle of the tourism businesses to udertake the voluntarily environmental action, discusse the motivations of this voluntary action from the individual competition based on the eco-tourists in a single scenic, the group competition among the different distinations and the distribution of the benefits and the establishment of the cooperation between the local residents and the tourism enterprise in the voluntary protection action. The questionnaire survey and the coressponding empirical analysis shows that the environmental education plays an important role for the promotion of the tourists'green behavior. Finally, according to the practice of tourism enterprise's voluntary protection in China, we analysis the barriers to the voluntary action and give some advice on the promotion strategies.The study on the manufacturing enterprise to undertake voluntarily action shows that its motives include the regulatory gains, demand effects and technical assistance. However, the tourism business has its industrial characteristics which involve the effects of green demand, the market competition and the public relations. The effects of green demand is the basis of the all motivations. The voluntary environmental action is the result of the multi-forces which the internal forces come from the enterprise and the external forces mainly come from tourists, local government, environmental NGO, and local residents.The evolutional characteristics analysis of the tourism enterprise's environmental behavior strategy will help us understand the motives of the voluntary environmental action accurately. In a single scenic, when there are more eco-tourists and high self-purification capacity of resources and environment, more tourism enterprises will implement the voluntary environmental action. And the total number of the tourists and the firms has an uncertain effect on the firms'behavior. When taking into account the number of scenic spots and there is competition between them, under certain conditions, even the benefits of the tourism enterprise which implement voluntary action is lower in a single area, the evolution of voluntary environmental action is still stable. So the competition among different scenic will manitain the success evolutionary of the businesses'voluntary action. Under certain conditions are met, revenue share model encourages residents and tourism enterprises to participate actively in the sustainable tourism development. In the fixed-income model, the local people don't involve in the incentives.Green behavior of the tourists Which includes the consumer behavior and the social communication of the cosumer concept is the imoprotant foundation for strengthening the tourism enterprises to undertake voluntary environmental action, Through the tourists'green behavior structural equation models and the empirical analysis, It shows that the environmental education directly benefit to the emergence and spread of the tourists green behavior; and the environmental education also indirectly promote and enhance the visitor green behavior by environmental sensitivity, green values, attitudes green and green behavior intension.The current tourism development in China shows that there are some factors hindering the implementation of voluntary environmental action including the limited size of the green consumer market, consumers having not really established the concept of green consumption, scrnic monopolies inhibiting the environmental behavior of enterprises motivation strategy, the limited threat of regulation of the local government in protectiing tourism resources, low degree of public participation the environmental protection. And so we should expand green consumption in tourism through environmental education, deepen the institutional reforms of the separation in ownership and management rights, strengthen local government regulation threaten in the protection of resources and improve public participation in the protection of the resources to promote the tourism enterprises to implement the environmental voluntary action.