Study On The Relationship Between Ecological Ethics And Tourism Civilization Behavior Intention Of Forest Tourists

In recent years,most of the tourists in our country voluntarily participate in civilized tourism.With the increase of the number of tourism activities,they have increased their knowledge and the quality of civilization has been generally improved.But from the problems revealed,some tourists' uncivilized behavior happens occasionally,such as do not abide by etiquette,do not pay attention to hygiene,loud noise,scribbling,excessive rights protection,etc.This not only seriously damaged the national and national image,but also damaged the image of Chinese tourism.The state has issued a series of systems and measures to promote the construction of tourism integrity and enhance citizens' consciousness of traveling civilized.Under this background,it is of great theoretical and practical significance to study the behavior intention of forest tourists in tourism civilization.As one of the famous theories of social psychology,the theory of planned behavior is mainly used to help understand how people change their behavior.The theory of planned behavior holds that human behavior is the consequence of contemplation.At present,the application of this theory is very extensive.Foreign scholars have confirmed that the theory of planning behavior has good interpretation and predictability in many fields of behavior research.The application of planning behavior theory in the field of tourism behavior has been relatively mature.Scholars apply the explanatory and predictive power of planning behavior theory to tourism decision-making behavior.The study of tourism behavior is mostly based on the theory of planned behavior,and the corresponding theoretical framework is established.Tourism civilization behavior of forest tourists is a kind of pro-environment behavior,and given that people evaluate their own environmental behavior based on the correctness of the behaviors they carry out,not by weighing the benefits and costs,so pro-environmental behavior should be classified as moral rather than economic.Ecological ethics is a series of ethics that human beings deal with the relationship between themselves and their surrounding animals,environment and nature.Therefore,based on the perspective of planning behavior theory,this study introduces ecological ethical variables,constructs a theoretical model of expanding planning behavior,and takes Zhangjiajie National Forest Park as the research sample,to explore the influence mechanism of forest tourists' behavior intention of tourism civilization.Through reading a large number of relevant literature,combining the purpose,content,discussion group opinion and expert opinion,to design and develop a questionnaire for this study.Using SPSS 19.0 software to do a simple descriptive statistical analysis on the survey object and research variable of the sample,and using AMOS 24.0 software was used to test the reliability and validity of the scale,analysis and test of the overall fitting degree of the model,factor analysis weight analysis,path coefficient analysis,hypothesis test and model comparison test.The conclusions of the study are as follows:(1)Ecological ethics,behavioral attitude and perceptual behavior control have significant positive effects on the intention of tourism civilization behavior of forest tourists.Subjective norms,perceptual behavior control and ecological ethics have significant positive effects on behavioral attitudes.Subjective norms have a significant positive effect on ecological ethics.The influence of subjective norms on the intention of tourism civilization behavior of forest tourists is not significant.(2)Ecological ethics,behavioral attitude and perceptual behavior control have existence intermediary effects on the intention of tourism civilization behavior of forest tourists.(3)Compared with the original theoretical model of planning behavior,the expansion plan behavior theory model with the introduction of ecological ethics variables is more powerful to explain the behavior attitude and the intention of tourism civilization behavior of forest tourists.Finally,based on the conclusions of this study,some suggestions are provided for forest tourism destinations and government departments to enhance the behavior intention of tourism civilization of Chinese forest tourists.