Research On Influencing Factors And Promoting Measures Of Mount Sanqingshan Tourists Environmental Behavior

The beautiful tourist environment and high quality tourism resources in the scenic area are the basis of the sustainable development of the scenic spots.Once the resources and environment of the scenic area are destroyed,it is difficult to regenerate and recover in the short term.As an important stakeholder in tourism development,the environmental behavior of tourists is of great importance to the sustainable relationship of scenic resources and environment.Among them,the active environmental behavior of tourists-Pro environment behavior has a protective function on the resources and environment of scenic spots.The influence factors of the tourists' Pro environment behavior are to take the corresponding countermeasures to stimulate the tourists to implement the pro environment behavior.This study takes Mount Sanqingshan tourists as the research object,on the basis of previous studies,combined with the theory of planned behavior(TPB),value belief model(VBN),using grounded research methods and theory of structural equation model of the expert consultation method,and construct model of factors affecting Mount Sanqingshan tourists Pro environment behavior,and puts forward some assumption is verified through empirical research hypothesis.Main conclusions are as follows:(1)individual normative factors can positively affect the Mount Sanqingshan tourists Pro environmental behavior;social factors can positively affect the Mount Sanqingshan tourists Pro environmental behavior;natural emotional factors can positively affect the Mount Sanqingshan tourists Pro environmental behavior;the superposition of individual norms,social constraints,emotional nature of three factors,different level of positive impact Mount Sanqingshan tourists Pro environmental behavior.(2)there are the following problems in the pro environment behavior of tourists in Mount Sanqingshan scenic area:one is the lack of activation of personal normative factors;the two is the lack of social constraints;the three is the lack of natural emotional factors.(3)to promote the Mount Sanqingshan tourists Pro environmental behavior,Mount Sanqingshan authorities from the individual factors,social norms constraints,natural emotion factors,take the following measures:one is to actively promote the individual health Pro environmental value;two is to actively increase the social rules of Pro environment binding;three is to enhance the scenic spots the scene of the pro environmental affinity.It is hoped that the research will help the manager of scenic spots to better understand the environmental behavior of tourists,and provide theoretical guidance and method reference for improving the environmental behavior of tourists.