Research On The Influence Of Perceived Value On Tourists’ Pro-Environmental Behavior

With the significant increase in mass tourism demand,it makes great importance to carry out tourism activities to enrich their life experience,meet their better life needs and improve social and economic efficiency.However,the rapidly booming of the tourism industry has led to problems such as tourism congestion,environmental destruction and ecological imbalance,which have negatively impacted the sustainable development of tourism destinations.As the subjects who carry out tourism activities,tourists’ undesirable behaviors can cause great pressure and negative effects on tourism destinations’ ecological environment.Consequently,exploring tourists’ pro-environmental behavior is crucial to promoting sustainable tourism development.This study takes Wuhan East Lake Ecotourism Scenic Area as the case site and based on the Cognitive-Affective-Conative theory and Stimulus-Organism-Response theory,it investigates the influence mechanism of perceived value(cultural aesthetic value,pleasant leisure value,knowledge education value and social realization value)on tourists’ pro-environmental behavior with awe and environmental sensitivity as mediating variables.Using SPSS 26.0 and Amos 28.0 software to empirically analyze the data from 568 questionnaires collected by online and offline methods,the following findings were obtained.(1)The different dimensions of perceived value(cultural aesthetic value,pleasant leisure value,knowledge education value and social realization value)have significant positive effects on the awe,environmental sensitivity,and tourists’ pro-environmental behavior.(2)Tourists’ awe and environmental sensitivity each have a significant positive effect on their pro-environmental behavior.(3)Awe plays a partially mediating role in the relationship between pleasurable leisure value,knowledge education value,and social realization value on tourists’ pro-environmental behavior,and mediates completely in the relationship between cultural aesthetic value and tourists’ pro-environmental behavior.Environmental sensitivity is partially mediating in the relationships between pleasurable leisure value,knowledge education value,and social realization value on tourists’ pro-environmental behavior,and fully mediating in the relationship between cultural aesthetic value and tourists’ pro-environmental behavior.Based on the above,this research provides the following suggestions and inspirations for enhancing tourists’ pro-environmental behavior and promoting the sustainable development of tourism destinations.Firstly,strengthen the ecological advantages of scenic spots and improve the quality of tourism services.Secondly,pay attention to individual reverence and actively carry out emotional marketing.Thirdly,solidly carry out public education and advocate the civilized tourism style.