Research On The Influence Of Residents’ Ecological Risk Perception On Thier Intention And Action To Protect Ecology In Rural Tourism Development

Rural tourism,which has become an effective way of excecution of the rural revitalization strategy,should pay attention to ecological protection in the development.If the responsibility of ecological protection in the development process is not well performed,ecological risks in the rural tourism development will increase,which will hinder the sustainable development of the rural tourism industry.In order to promote the sustainable development of the rural tourism industry,ecological protection must be paid attention to in the development of the rural tourism.In the process of ecological protection,the power of local residents is inestimable but is always been neglected.The intention and behavior of of local residents to protect ecology are easily affected by residents’ perception,and the impact of ecological risk perception,which cannot be ignored in rural tourism development,is mainly reflected in the residents’ perception of ecological environment,ecosystem and ecological economic risks.This article is based on tourism ecology and sustainable development theory,with relying on 311 valid survey questionnaire data from 4 rural tourism destinations in Anyue County: Pilu Cave and Huayan Cave of Shiyang town,Yanqiao Village and Yueyuan Flower Valley of Culture town.Through the use of SPSS26.0 and AMOS24.0,and through path analysis of structural equation model,the impact analysis of ecological risk perception on ecological protection intention and behavior in the development of rural tourism is discussed.The main conclusions are:（1）ecological environment risk perception negatively affects residents’ intention to protect ecology in the development of rural tourism;（2）ecological system risk perception negatively affects ecological protection intention in the development of rural tourism;（3）ecological economy risk perception positively affects ecological protection intention in the development of rural tourism;（4）as for the three measurement variables of ecological risk perception,the analysis results of their influence on each measurement variable of ecological protection intention respectively show that: the risk perception of over-consumption of resources negatively and significantly affects the intention,pleasure and willingness to spend time and money for the ecological protection in the development of rural tourism;the risk of decline of sustainability of tourism livelihoods negatively and significantly affects the willingness to spend time and money on ecological protection in the development of rural tourism;（5）residents’ intention to protect the ecology has a positive and significant impact on their ecological protection behavior in the development of rural tourism;（5）ecological environment risk perception positively and significantly affects residents’ ecological protection behavior in the development of rural tourism;（6）ecosystem risk perception negatively affects ecological protection behavior in the development of rural tourism;（7）ecological economic risk perception negatively affects ecological protection behavior in the development of rural tourism.According to the research conclusions,the following main practical implications are drawn for rural tourism policy-making departments:（1）popularize the knowledge of ecological environment risks and increase the enthusiasm of residents in rural tourism ecological protection;（2）promulgate regulations on ecosystem protection to improve residents’ intention to protect ecology;（3）set tourism development standards to protect rural tourism resources;（4）establish a supervision and safeguard mechanism to optimize the image of the destination of rural tourism;（5）strengthen the interpretation and publicity of national policies and strengthen residents’ awareness of ecological protection responsibility.