A Study On The Relationship Among Perceived Value,Place Attachment And Environmentally Responsible Behavior

Nowadays,sustainable tourism has been the research focus.With the increase of tourism activities,the environmental problems have become increasingly prominent.Wicked environment reacts on tourism and brings pressure to sustainable tourism.Generally,the scenic environment is protected by local residents,and some other ways such as monitoring scale,restricting tourism activities,using tourism income to finance ecological protection.As a result,these ways cannot correct tourist behaviors fundamentally.Scenic spots need tourists to show more environmentally responsible behavior.Researchers found that some tourists show environmentally responsible behavior during the tour thus reducing the cost of protecting the environment.Besides,tourists can better deal with the eco-environmental problems during the tour.Satisfied with the scenic spots or not,tourists would show different emotional reactions so then show different environmental behavior.As a result,studying the influence from perceived value to environmentally responsible behavior is significant.Research has shown that when tourists feel an attachment to scenic spots,they may show more environmental responsible behavior.Some other studies suggest that perceived value plays an important role in place attachment.In that way,place attachment acts as the mediate effect in the relations of perceived value and environmental friendly behavior or not is a problem which worth studying.On the basis of the correlation theory of perceived value,place attachment and environmentally responsible behavior,this paper divided the perceived value into five dimensions and environmentally friendly behavior into two types.The paper built a structural equation model on the relationship among perceived value,place attachment and environmentally responsible behavior.Using Zhongshan Scenic area as the case study,the research obtains data through questionnaires and adopts Structure Equation Model for quantities analysis.The result showed that:(1)Different dimension of the perceived value influenced different environmentally friendly behavior.(2)Perceived value had significant impact on environmentally friendly behavior through place attachment which showed that place attachment is the intervening variable of perceived value and environmentally responsible behavior.On this basis,it made suggestions for the scenic spots to promote visitors showing more environmentally responsible behavior with the goal of helping the environment:(1)Strengthen the ecological environmental protection of scenic spots.(2)Perfect infrastructure system of scenic spots.(3)Promote quality of tourism service.(4)Enhance tourism emotion experience.