Research On The Influence Mechanism Of Tourists’ Green Ethical Behavior Intention

In order to promote harmonious coexistence between human and nature,the concept of green development has gradually become a new consensus and been implemented in all areas of production and living.Green ethics is the core summary of the rich ethical implication and practical logic contained in green development.Tourism has long been regarded as a promising and smokeless industry.However,while its development has brought considerable benefits to the destination,it has also brought negative impacts on the environment,society,and culture that cannot be ignored.Under the trend of green development,green ethics might be the best choice to solve these problems.As the core stakeholders,tourists play an important role in enhancing the sustainability of tourism activities.However,existing literature mainly focuses on tourist behaviors with environmental responsibilities from altruistic perspectives,ignoring other more comprehensive behaviors that may be of similar significance due to tourists’ altruistic and/or egoistic motivations.This thesis conceptualizes such kinds of behaviors with the dual characteristics of egoism and altruism as tourist green ethical behaviors,and focuses the research on the influence of green ethics on tourists’ intention on green ethical behaviors.The problems to be solved are: How to define the concepts of tourism green ethics and tourist green ethical behavior? How to clarify the driving mechanism of tourists’ intention on green ethical behavior? The main findings are as follows.Firstly,green tourism ethics and its connotation are conceptualized.Based on the review of the evolution and connotation of green ethics,tourism green ethics can be defined as the code of conduct and value system followed by tourists and tourism stakeholders in the full dimensions and whole processes of tourism activities in order to achieve the reciprocal symbiosis and sustainable development among tourism systems.In addition,Tourist green ethical behaviors are thus those that can contribute to a destination’s economic growth,environmental conservation and social-cultural wealth on the one hand,and satisfy tourists’ such in-depth experiences as aesthetics on the other.Secondly,a comprehensive model that affects tourist green ethical behavior intention is constructed.Considering that tourist green ethical behavior has the characteristics of egoistic and altruism dual attributes,this study uses a full-variable comprehensive framework model derived from the Norm Activation Model based on altruistic motivation and the Theory of planned behavior based on egoistic motivation to study the internal mechanism and action path of tourist green ethical behavior intention.Thirdly,the internal mechanism that influences the intention of tourists to implement green ethical behaviors is explored.Based on an online survey of 453 tourists,the results of the structural equation model indicate that personal norms are driven not only by tourists’ awareness of the consequences of their behaviors,but also by their ascription of the responsibilities,and the former significantly affects the latter.Personal norms,the attitude toward behaviors,perceived behavioral control and subjective norms all have significant positive effects on the willingness of tourists to implement green ethical behaviors.Finally,this thesis focuses on tourists’ attitude toward behaviors,personal norms,subjective norms and perceived behavior control to provide feasible suggestions for comprehensively enhancing tourist green ethical behavior intention.