An Empirical Study On The Relationship Between Subjective Self-discipline,Objective Situation And Environmental Responsibility Behavioral Intention Of Rural Tourists

In recent years,rural tourism has become an important industry for rural economic development,and ecological environment is the key to the sustainable development of rural tourism.With the increasing number of rural tourists,rural tourism ecological environment has brought great pressure.However,the previous measures of pollution first and treatment later cannot fundamentally solve the environmental problems of rural scenic spots.As the main body of tourism activities,tourists' own environmental protection behavior is of great significance to promote the sustainable development of rural scenic area resources.Only by changing the concept of environmental protection of tourists and guiding them to actively practice environmental protection can they carry out environmental management of scenic area more effectively.Therefore,it is necessary to explore the influencing factors of rural tourists' environmental responsibility behavior,promote tourists' voluntary implementation of environmental responsibility behavior in an effective way,and restrain bad behaviors that damage the environment.Scholars' studies have proved the influence of subjective self-discipline factors and objective situational factors on individual environmental responsibility behaviors,but few studies have taken the two types of influencing factors into comprehensive consideration,and the influencing mechanism of rural tourists' environmental responsibility behaviors remains to be further explored.In view of this,this paper firstly summarizes the relevant studies on subjective self-discipline factors,objective situational factors,environmental attitudes and tourists' environmental responsibility behaviors.Combining the theory of planned behavior,behavior scenario theory,ABC theory(attitude-behavior-situation theory,constructs the subjective factors(including subjective norm,perceived behavioral control),objective factors(environmental quality and environmental policy)and environmental attitude affect environmental responsibility behavior research path,and hypothesis,to set up the related models are proposed according to literature research.Meijiawu village was selected as a case,combined with the research of relevantscholars and experts and the characteristics of rural tourists,a questionnaire was designed,modified and sorted out on the basis of pre-survey questionnaire analysis to form a formal questionnaire.Questionnaires were issued to the tourists in meijiawu village and processed with the help of SPSS22.0 analysis software and AMOS23.0 analysis software.The main research methods include quantitative analysis,mainly using structural equation model analysis;There is also the literature research method,which constructs the model on the basis of literature and theory,and the questionnaire survey method,which uses a variety of methods to verify the logical relationship between variables.Perceived behavior control has a significant positive influence on rural tourists' behavioral intention of environmental responsibility.The environmental quality has a significant positive influence on the behavior intention of rural tourists.Environmental policy has a significant positive impact on the willingness of rural tourists to act responsibly.Subjective norms and perceived behavior control significantly positively affect environmental attitudes.Environmental attitude has a significant positive impact on the willingness of rural tourists to act in an environmentally responsible manner.Accordingly,this study aims to promote environmental responsibility behavior of rural tourists,better protect the beautiful rural environment,and provide guidance strategies for environmental responsibility behavior of rural tourists.By setting an example,rural scenic spots can enable tourists to practice environmental behavior under certain social pressure and exert the effect of subjective self-discipline.Improve the trash bin and other supporting facilities,reduce the implementation cost of tourists' environmental responsibility behavior.Maintain the unique features of rural tourism sites,create a clean and tidy environment,and positively guide tourists' sense of environmental responsibility.At the same time,reasonable and feasible environmental policies should be formulated,the reward and punishment mechanism should be improved,and the bad environmental behaviors of tourists should be restricted by means of technical supervision,so as to encourage them to actively implement environmental protection behaviors.In addition,various environmental education activities should be carried out to make tourists realize the importance of ecological environment and guide them to carry out environmental responsibility behaviors,so as to establish a sustainable and effective approach to environmental management.