Research On The Relationship Between Local Attachment, Satisfaction And Environmental Responsibility Behavior Of Heritage Tourists

Because of the mass tourism development and the growing demand in tourists,an growing number of tourists choose much more remote areas as their tourism destination,which has brought great environmental pressure to these places.To relive such a pressure,managers of heritage tourism take actions like ancient city maintenance fees,fines,raise the ticket price,set kinds of rules and set numerous signs to remind tourists not to damage the environment.However,such measures do not work well,actually tourists'satisfaction have been destroyed.In order to effectively promote the environmental protection of natural heritage sites,this paper studies the relationship between place attachment,tourists satisfaction and environmental protection behavior.Combined with the development process and local characteristics of the ancient city,this paper starts from the related literature review to propose hypotheses and tobuild the structural model of tourists' place attachment.At the same time,it is carried out on the various pollution situations in the ancient city of Lijiang,the steady influx of tourists is bound to cause greater pressure on the local environment,and as a world-class tourist destination,the tourist's satisfaction and place attachment are inseparable from the healthy development of local tourism.This paper puts forward the specific research hypothesis and the relevant theoretical model.It designs a formal questionnaire on the basis of literature combing.Researchers for the first time do the interview.Then the researchers conducted a 20-day formal questionnaire survey in the ancient city of Lijiang,collecting 485 copies The data were analyzed by Nvivo10.0?SPSS20.0 and AMOS23.0,and coding analysis,the statistical analysis of descriptive statistics,factor analysis,independent sample T test and path analysis were used to prove the place attachment structure as well as the relationship between place attachment,satisfaction and environmental responsibility behavior,which can promote the environmental responsibility behavior of tourists so as to provide a strong theoretical basis of the sustainable development of heritage tourism.Based on the above research,the final results are as follows:(1)Place attachment as a second-order factor model was established.Based on the local characteristics of the ancient city of Lijiang,the second-order factor model comprised of place dependence,place identity and social bonding.(2)The place attachment as a second-order factor structure significantly affected the behavior of high pro-environment behavior,and the standardized path coefficient was 0.625.At the same time,the influence of place attachment on low environmental responsibility was not significant.(3)Place attachment as a second-order factor structure significantly affects the satisfaction of tourists,and the standardized path coefficient is 0.872.(4)Satisfaction significantly affected low environmental responsibility behavior,and the standardized path coefficient was 0.523.At the same time,the negative impact of tourist satisfaction on high environmental responsibility behavior is not significant.(5)There are significant differences in place attachment,environmental responsibility behavior and tourist satisfaction among tourists of different ages,sex,occupation,income and education level.Based on the above conclusions,the way to effectively lead the tourist behavior is discussed.