The Impact Of Environmental Sustainability Cognition On Pro-environmental Behavior Of Community Residents In Tourist Destination

In recent years,In rural tourism has become a new engine driving the development of rural economic development.Especially after the general Secretary proposed the implementation of the rural revitalization strategy.Especially after General Secretary Xi Jinping proposed the implementation of the rural revitalization strategy,Rural tourism has become an effective way to implement rural revitalization,and it is of great significance to promote the rapid development of rural economy.As an important support for rural revitalization,ecological revitalization provides specific guidance for practicingthe concept that clear waters and green mountains are mountains of gold and silver,and for building an ecologically livable and beautiful countryside with clean and beautiful rural living environment,stable and healthy ecosystem,and harmonious coexistence between man and nature.In view of the important role of rural residents in the process of rural ecological environment governance,this study focuses on the influence of rural residents’ environmental sustainability cognition on their pro-environmental behav-ior based on the attitude ABC model theory and cognitive-behavior theory.This study selected Chongqing rural tourism areas as a research area,rural tourism residents as the research object,relying on the attitude ABC model theory and cognitive-behavior theory,build residents formation model of pro-environmental behavior,the residents of rural tourism in Chongqing field research,empirical study of the cognitive influence of environmental sustainability cognition on rural residents pro-environmental behavior.This study used SPSS 24.0 and Amos 24.0 to analyze the data,tested the direct influence of rural residents’ environmental sustainability cognition on pro-environmental behavior,the mediation effect of ecotourism attitude and the regulation of family monthly income,on the basis of empirical research,reveals the mechanism of environmental sustainability cognition of rural residents.The research conclusions show that:(1)Community residents’ environmental sustainability cognition has a positive impact on ecotourism attitudes.(2)Environmental sustainability cognition has a positive impact on the pro-environmental behaviors of community residents in the private and public spheres.(3)Ecotourism attitudes have a positive impact on the pro-environmental behaviors of community residents in the public and private fields.(4)Ecotourism attitudes can convey the effect of environmental sustainability cognition on pro-environmental behaviors in the private and public spheres of community residents.(5)The moderating effect of community residents’ household monthly income on environmental sustainability cognition on the relationship between public and private pro-environmental behaviors.In order to promote the pro-environmental behavior of rural residents and realize the continuous promotion of rural ecological environment governance,this study puts forward corresponding countermeasures and suggestions around the research conclusions.The conclusions provide a new theoretical perspective for exploring the pro-environmental behavior of rural residents,and provide a theoretical basis and practical guidance for the practice of rural ecological environment governance.