Service Quality, Tourist Experience And Environmentally Responsible Behavior Intentions

Sustainable tourism is the development concept praised highly by international organization and governments, also is a hotspot in academia. Travel destination is the space carrier for the tourists activities, and excessive activity has brought a lot of negative impacts to the destinations.The traditional management strategies are carried out poorly. Recently, several studies have confirmed that many tourists have pro-environmentally behavior intentions.On the basis of literature review, three scales were built which respectively measure service quality, tourist experience and environmentally responsible behavior intentions. Additionally, service quality is divided into five aspects: resource conditions, recreational activities, tourism facilities, integrated management and related personnel; tourist experience is divided into four aspects: entertainment, learning, escapist, and aesthetic experience, environmentally responsible behavior intentions is divided in to high-effort environmentally responsible behavior intentions and low-effort environmentally responsible behavior intentions. Then a model that depicts the relationship among service quality, tourist experience and environmentally responsible behavior intentions is built up. The empirical results showed that:1.Service quality can be measured by resource conditions, recreational activities, tourism facilities, integrated management and related personnel. Tourist experience can be measured through entertainment, learning, escapist, and aesthetic experience. Environmentally responsible behavior intentions could be measured by high-effort environmentally responsible behavior intentions and low-effort environmentally responsible behavior intentions2.Resource conditions, recreational activities and tourism facilities directly and respectively affect escapist and learning experience. Resource conditions and recreational activities directly affect entertainment experience. In total effects, resource conditions has greatest impact on the entertainment and escapist experience, tourism facilities has greatest impact on the learning experience. Related Personnel directly affect high-efforts ERB and low-efforts ERB. Resource conditions and recreational activities indirectly affect high-efforts ERB and low-efforts ERB through entertainment, learning and escapist experience, meanwhile, tourism facilities indirectly affect high-efforts ERB and low-efforts ERB through learning and escapist experience On the total effect of view, resource conditions has the greatest effect on the high-efforts ERB, followed by recreational activities, and the entertainment experience has the least effect on the high-efforts ERB. Resource conditions has the greatest effect on the low-efforts ERB, followed by entertainment experience, and escapist experience has the least effect on the low-efforts ERB.3.Entertainment, learning and escapist experience directly affect high-efforts ERB, which entertainment experience has the greatest effect on it. And only learning experience directly affects high-efforts ERB.4.Tourists perception of the service quality experience and environmentally responsible behavior intentions are obviously different because of gender, age, education background and income. In the view of gender, the activities are more attractive to male than female, but the entertainment and escapist experience of female are higher than female. From the ages, the young man are highly involved and have the most warmest high-effort ERB intentions. From the education background, the tourists with higher education background are intended to have more full escapist and education experience. From the income,the students with lower income are intended to have higher education experience and high-effort ERB intentions.