Research On Influencing Mechanism Of Tourists’ Ecotourism Perceived Value On Behavior Intention

While the rapid development of the tourism industry is prospering the economy,it has also led to various problems between the tourism resources exploitation and environmental protection.Ecotourism is a “low density + high quality” tourism mode.It aims to realize the harmonious development of economy,society and ecology by cultivating the strong awareness of environmental crisis and the idea of environmental protection.Therefore,the development of ecotourism not only meets people’s demand for a healthy life under the background of the normalization of global epidemic prevention and control,but also is the first and inevitable choice for the sustainable development of tourism.With the emergence of ecotourism in the world,its market competition is gradually intensified,and tourism destinations attach more and more importance to creating tourism products and services from the perspective of tourists’ perceived value,in order to gain more tourists’ favor.A good travelling experience can elicit tourists’ positive emotional reaction,win their recognition,satisfaction and loyalty to the destination,and bring good reputation,frequent return visits and repurchase intentions.Thus,in order to improve the explanatory power and predictive power of this research on tourists’ behavior,this research,based on the theory of tourists’ perceived value,introduces the Theory of Planned Behavior(TPB)and Tourism Experience Theory,and constructs the research framework following the causal and logical relationship of tourists’ “belief--attitude--behavioral intention”,and further studies the influence mechanism of tourists’ psychological variables on behavioral intention in ecotourism.Firstly,based on the relevant references and grounded theory,the research defines the variables and their dimensions,explains the concept of the theoretical model through inductive and deductive methods,puts forward relevant hypotheses,and constructs the mechanism model for the influence of tourists’ perceived value of ecotourism on behavioral intention;Secondly,this research adopts some methods such as expert interview,literature research,and questionnaire survey,to obtain data and carry out small sample test and the revision of questionnaire.Then,it collects and analyzes the large sample data,carries out reliability and validity analysis and correlation analysis,builds a multiple linear regression model to verify the relevant hypotheses,and analyzes the impact of tourists’ attributes on the variables of the theory of planned behavior and behavioral intention.Finally,some suggestions for developing China’s ecotourism are put forward based on the empirical results.The main conclusions of this research are as follows:(1)According to Grounded Theory,tourists’ ecotourism perceived value is divided into seven dimensions: service value,facility value,resource value,environmental value,social value,spiritual value and cost value;TPB is divided into three dimensions: tourists’ behavior and attitude to ecotourism,tourists’ ecotourism subjective norms and tourists’ perceived behavior control of ecotourism.Dividing tourists’ travelling experience into aesthetic experience,emotional experience,and educational experience.Dividing tourists’ ecotourism behavioral intention into revisit intention and recommendation intention.By adopting the inductive and deductive method,this research further carries on the theoretical logical deduction and constructs operational conceptual model for each variable.On this basis,it puts forward relevant hypotheses and constructs the mechanism model for the impact of tourists’ perceived value of ecotourism on behavioral intention.Furthermore,it clarifies the influencing factors of tourists’ ecotourism behavior intention and the interaction mechanism among the variables,which provides a new model,path and method for thorough analysis of tourists’ ecotourism behavior intention.(2)The theoretical model is verified.(1)The empirical analysis on which tourists’ ecotourism perceived value affects the variables of TPB and behavioral intention shows that: ☆In the relationship between tourists’ ecotourism perceived value and the variables of TPB: social value,spiritual value and cost value have a significant positive impact on behavior and attitude.Environmental value,spiritual value and cost value positively influence subjective norms.There is a significant inverse relationship between facility value and subjective norms.Service value,resource value,environmental value,social value,spiritual value and cost value have significant positive relationships with perceptual behavior control;☆In the relationship between the variables of TPB and the variables of behavioral intention: the subjective norms and perceived behavior control of tourists have a significant positive relationship with revisit intention.Tourists’ behavior and attitude,subjective norms and perceived behavior control have a significant positive relationship with recommendation intention;☆In the relationship between tourists’ perceived value and the variables of behavioral intention: service value,facility value,resource value,environmental value,social value,spiritual value and cost value have significantly positive effects on revisit intention.Service value,facility value,resource value,social value,spiritual value and cost value have significantly positive effects on recommendation intention.(2)By analyzing how to moderate tourists’ ecotourism experience,the following conclusions are drawn: ☆When tourists’ ecotourism perceived value affects the variables of TPB,aesthetic experience has a reverse moderating effect on the influence of spiritual value on behavior and attitude.Emotional experience positively moderates the impact of cost value on behavior and attitude.Educational experience has a significant positive moderating effect on the influence of social value on behavior and attitude.Aesthetic experience has a significant positive moderating effect on the influence of spiritual value on perceived behavior control,while it has a significant negative moderating effect on the influence of resource value on perceived behavior control.Emotional experience positively moderates the influence of resource value on perceived behavior control.Educational experience positively moderates the influence of resource value and environment value on perceived behavior control;☆When the variables of TPB affect the behavioral intention,Emotional experience has a positive moderating effect on perceived behavior control influencing revisit intention.Educational experience has a reverse moderating effect on perceived behavior control influencing revisit intention.Aesthetic experience negatively moderates the effect of behavior and attitude on recommendation intention.Emotional experience has a significant positive moderating effect on subjective norms influencing recommendation intention.Educational experience has an obvious negative moderating effect on subjective norms’ influence on recommendation intention.This conclusion expands the research perspective of ecotourism theory,realizes the complementary and integration of relevant theories,and forms a new theoretical growth point.(3)In addition,using t-test and other research methods,this research analyzes the influence of demographic variables such as tourists’ gender,age,education level,occupation and income,on the variables of TPB and on the variables of the behavioral intention.It concludes that tourists’ behavior and attitude to ecotourism and their subjective norms have nothing to do with tourists’ attributes;tourists’ monthly income affects their perceived behavior control.Tourists’ revisit intention varies with different occupations;female tourists are significantly more than male tourists as for recommendation intention.Then,this research empirically analyzes the motivation path of tourists’ participation in ecotourism by means-end chain theory,draws the core value hierarchy chain of tourists’ ecotourism,and excavates the real driving force behind tourists’ ecotourism behavior intention,which provides a new research idea and method for further theoretical research on influencing factors of tourists’ ecotourism behavior intention.(4)Based on the practice of China’s ecotourism development and the above empirical conclusion,this research puts forward policies and suggestions for Promoting Tourists’ Ecotourism Perceived Value.Policies and suggestions for government: popularizing the concept of ecotourism,increasing capital investment,improving the market mechanism of ecotourism,improving the ecological monitoring system,improving the ecological tax system,formulating ecotourism laws and regulations,and promoting the construction of ecotourism talent team.Policies and suggestions for tourism enterprises: giving more connotation to ecotourism,enriching tourists’ ecotourism experience,improving the level of tourism service,optimizing the staffing of tourism enterprises and so on.This research provides new theoretical guidance and new methods and measures to solve the problems for the sustainable development of China’s tourism industry.The research has 14 figures,76 tables,and 336 references.