Relationship Between Tourists’ Perceived Value,satisfaction And Environmental Responsibility Behavior Willingness In Ecotourism Scenic Spots

The ecological environment problem is a research hotspot in recent years.With the awakening of people’s environmental awareness,ecological civilization has established a development philosophy of respecting nature,,afapting to nature and protecting nature.Ecotourism has become a green economic development model that leads the coordinated development of tourism.The environmental awareness of tourists who come to ecotourism,the perceived value of the tourism process and the overall satisfaction with the scenic spot all affect the responsible environmental behavior of ecotourism activities.For the sustainable development of eco-tourism scenic spots,how to carry out reasonable tourism management,enhance the perceived value of tourists,and promote the responsible behavior of tourists is a problem worthy of special study.This study takes the Lanshan ecological scenic spot in Hunan province as a case study.Through literature analysis and collation,it defines the definition of the perceived value and environmentally responsible behavior of visitors in the ecological scenic spot,and compiles the perceptual value and environmental responsible behavioral willingness measurement scale based on the perceived value of Zaithaml.Theory and expectation difference theory,construct hypothesis model,refer to predecessors literature,consulting experts,field questionnaire survey and online survey,etc.,use SPSS、Amos statistical software to analyze the questionnaire results,construct structural equation model to tourists’ perceived value 、satisfaction and The relationship between the tourist’s environment and the willingness to act is tested,and based on the research results,corresponding suggestions are made for the development of the Lanshan ecological scenic spot.The main conclusions of the study are as follows:(1)The perceived value factors of tourists include five dimensions: environmental value,facility value,service value,emotional value and cost value,and the perceived value of tourists can positively affect the satisfaction of tourists.The degree of influence is environmental value,cost value,service value,facility value,and emotional value.The study concluded that the satisfaction of tourists is directly affected by the perceived value of the tourism process.(2)The tourist environment is responsible for the behavioral willingness divided into two dimensions:general environmental responsible behavior and specific environmental responsible behavior,and the perceived value of tourists can positively affect the general environmental responsible behavior and specific environmental responsible behavior;(3)Tourist satisfaction positive impacts on general environmentally responsible behaviors and specific environmentally responsible behaviors,but the impact of tourist satisfaction on environmentally responsible behavior is less than the perceived value of visitors.Based on the above conclusions,this paper also discusses how to comprehensively develop ecological scenic spots,strengthen environmental protection publicity in ecological scenic spots,and encourage the residents to be responsible for environmental behavior.