Corporate Community Involvement Of Rural Tourism Enterprises And Environmental Behavior

Rural revitalization cannot be separated from industrial prosperity.Rural tourism,as an emerging industrial entity promoting rural economic development,not only promotes the increase of farmers’ income,improves rural infrastructure construction and drives agricultural development,but also its low-level expansion has brought great challenges to the ecological environment of rural tourism destinations threatening their sustainable development.Previous studies on the corporate community involvement of rural tourism enterprises mostly focused on the employment,human capital and income effects of the participation of rural residents in rural tourism,but paid little attention to the community participation of rural tourism enterprises and its consequences.In fact,corporate community involvement has become a important tool of constructing corporate social responsibility,managing community relations and acquiring legitimacy,which will affect its business conduct and performance,but there is nearly no existing research literature on corporate community involvement of tourism enterprises.In recent years,rural tourism enterprises have a lot of pollution discharge problems in violation of regulations and enterprises with different levels of community participation also have obvious differences in their corporate environmental behavior,but few studies systematically analyze and test the relationship between enterprise community participation and its environmental behavior.To fill the gap,we apply corporate community involvement theory to explore the antecedents and contingency effects of corporate environmental behavior from the strategic perspective.Therefore,using first-hand data collected through questionnaires in Guangdong province and Anhui province and matching second-handdata from the statistical yearbook and destination government work reports,this study constructsa theoretical model of corporate community involvement and environmental behavior,which aims at revealing and examining how corporate community involvement influence corporate environmental behavior.Besides,for enriching the contingency effect,we explored the moderating effects of the place identity of entrepreneurs and the gross tourism receipts of destination between corporate community involvement and corporate environmental behavior.Firstly,the result found that corporate community involvement positively influence corporate environmental behavior.Secondly,the positive relationship between corporate community involvement and corporate environmental behavior is strengthened by place identity of rural tourism entrepreneurs.Meantime the positive relationship between corporate community involvement and corporate environmental behavior is actively affected by the gross tourism receipts of destination.By focusing on the specific situation of tourism enterprises’ practice of environmental behavior(pollution direct emission),this paper plays a positive role in understanding the formation of differences in the development of different tourism destinations and has a certain positive impact on promoting the environmental behavior of surveyed enterprises.The study has significant theoretical value for tourism industry on destinations sustainability.It also has strong reference value for the formulation of policies on environmental pollution behavior of rural tourism enterprises.