Driving Factors Of Tourists’ Environmental Responsibility Behavior

As we all know,the environmentally responsible behavior of tourists is an important part of the sustainable development of tourist destinations.Cultivating and guiding tourists’ environmental responsibility behavior can greatly reduce the cost of environmental resource protection in tourist destinations,so as to effectively help deal with the environmental problems that may occur in the development of tourist destinations.This paper takes Wugong Mountain Scenic Spot as a case,conducts field research around "ecological environment" and "tourist environmental behavior",and studies the driving factors of tourists’ environmental responsibility behavior on this basis.Based on the theories of SOR,tourist destination image,place attachment and environmental responsibility behavior,a driving factor model of tourist destination image,place attachment,environmental self-efficacy and tourists’ environmental responsibility behavior was constructed,and the structural equation model was used to test the model.Data were collected in Wugong Mountain Scenic spot by on-site observation,interview and questionnaire survey,and 477 valid questionnaires were collected for tourists.The analysis results of structural equation model show that the relationship model between tourist destination image,place attachment,environmental selfefficacy and tourists’ environmental responsible behavior can significantly explain tourists’ environmental responsible behavior.Specifically,this study finds that:(1)the perceived image of the tourist destination significantly positively influences the environmental responsibility behavior of tourists;(2)The emotional image of tourist destination significantly positively influences the environmental responsibility behavior of tourists;(3)Place attachment significantly positively influences tourists’ environmental responsibility behavior;(4)The perceived image of tourist destination has a significant positive effect on place attachment;(5)Tourist destination emotional image has a significant positive effect on place attachment;(6)Place attachment plays a mediating role between tourist destination image and tourists’ environmental responsibility behavior;(7)Environmental self-efficacy has a significant moderating effect on the relationship between place attachment and tourists’ environmentally responsible behavior.The results enrich the mechanism of tourists’ environmentally responsible behavior,help academic researchers to better understand tourists’ environmentally responsible behavior,and also have important reference significance for the sustainable development management of tourist destinations.Finally,based on the research conclusions,this paper puts forward corresponding management suggestions,such as improving the existing environmental protection activities of scenic spots and enhancing the enthusiasm of tourists to participate in them.We will organize more new types of environmental protection activities and work with public welfare organizations to organize environmental protection public welfare activities.Invite celebrities,entertainers,Internet celebrities and environmental bloggers to participate in variety activities with environmental protection as the theme;Develop and promote green tourism products,such as environmental protection research classes,green tour groups,etc.