Relationship Among Ecotourism’s Perceived Value, Satisfaction And Environmentally Friendly Behavior Intention

Environmental problem is being concerned and attented by people around the world. Establishing the harmonious relationship between human and nature and realizing the sustainable development of human beings is the common pursuit of all countries and regions in the world. At present, to ease the environmental problems, our country is committed to building an environment friendly society. Now, the protection of ecological tourism scenic spots in China is mainly rely on the local government and the scenic staff. And the main body--tourist,is not included in the principal person who are in charge of scenic spots.Besides,valuing and studying the question of ecotourist’s environmentally friendly behavior starts just in recent years. There aren’t many related literature, and lack of theoretical research. Make clear of the key factors influencing ecotourist’s environmentally friendly behavior.Explore the effect relationship among ecotourist’s perceived value, satisfaction and environmentally friendly behavior intention.Prompt visitors show more environmental friendly behavior. Realize the sustainable development of ecological tourism destination.It has great theoretical and realistic significance. To make clear of the effect relationship among ecotourist’s perceived value, satisfaction and environmentally friendly behavior intention,this paper mainly adopts literature analysis method andmathematical model. By qualitative analysing the literature and quantitative analysing the data,then combining qualitative analysis with quantitative analysis,the paper gets some main conclusions:(1)Ecotourist’s environmentally friendly behavior intention includes four dimensions: knowledge support,general responsibility,economic action, active protection;(2) Ecotourist’s perceived value significantly,directly affect satisfaction.That it’s say that the formation of Ecotourist’s satisfaction would be influented by the elements of eological tourism spot;(3) Ecotourist’s perceived value significantly,directly affect ecotourist’s environmentally friendly behavior intention’s four dimensions. According to path coefficient, the influence degree from high to low is: general responsibility, knowledge support, economic action,active protection;(4)Ecotourist’s satisfaction significantly,directly affect knowledge support, economic action, active protection. the influence degree from high to low is: economic action, knowledge support, active protection;(5) Overall, by comparing the path coefficient,the influence degree of perceived value on ecotourist’s environmentally friendly behavior intention is higher than satisfaction.