| Grassland tourists’ environmentally responsible behavior is the best practice for grassland tourism destinations to improve environmental quality and achieve sustainable development.Besides,based on the model of goal-directed behavior(MGB),setting an analysis framework of tourists’ environmentally responsible behavior and based on this,identifying the influencing factors of tourists’environmentally responsible behavior is the key problem to be solved in analyzing the formation mechanism of tourists’ environmentally responsible behavior.Based on the summary of relevant concepts,theories and research status at home and abroad,this paper employs MGB to make a rigorous demonstration of the respective influencing variables and their relationship with grassland tourists’ environmentally responsible behavioral intention,then constructs the influencing factors model of grassland tourists’ environmentally responsible behavioral intention,and carries out the empirical analysis in case of Hulun Buir Grassland.With the help of SPSS and AMOS statistical software,using a variety of analytical methods like the common method deviation analysis,correlation analysis,structural equation model,the paper examines the complex relationship between the tourists,environmentally responsible behavioral intention of Hulun Buir Grassland and its influencing factors,and analyzes the formation mechanism of grassland tourists’ environmentally responsible behavioral intention from four aspects:cognitive process,affective process,habit process and motivation process.The conclusions of this paper are as follows:(1)The influencing factors of grassland tourists’ environmentally responsible behavioral intention can be divided into four categories of cognitive factors,affective factors,habit factors and motivation factors.Among them,there are three dimensions of cognitive factors,including perceived behavioral control,behavioral attitude and subjective norm.Affective factors include two dimensions:positive anticipated emotion and negative anticipated emotion.The habit factors and motivation factors are respectively composed of the frequency of past behavior variable and behavioral desire variable.(2)Perceived behavioral control is the most important factor driving the grassland tourists’environmentally responsible behavioral intention which directly affects environmentally responsible behavioral intention while partially mediating the effect of behavioral desire.(3)Behavioral attitude only indirectly affects the grassland tourists’ environmentally responsible behavioral intention through behavioral desire.(4)Subjective norm indirectly affects the grassland tourists’ environmentally responsible behavioral intention through behavioral attitude and behavioral desire.(5)Behavioral desire directly affects the grassland tourists’ environmentally responsible behavioral intention.(6)The positive anticipated emotion,negative anticipated emotion and past behavior frequency have no significant effect on the grassland tourists’ environmentally responsible behavioral intention.It is expected that the research results of this paper can enrich the theoretical system of environmentally responsible behavior,and provide reference for the health management and sustainable development of Hulun Buir Grassland tourism destination,and provide practical lessons for the development practices of other grassland tourism destinations. |
