Research On The Influence Mechanism Of Red Tourists’ Environmental Responsibility Behavior Based On The Theory Of Planned Behavior

After more than twenty years of development,Red Tourism has become a new strong growth point in the development of tourism in our country.While red tourism is developing rapidly,it also faces increasingly serious negative environmental problems,such as climbing statues of revolutionary ancestors,posing recklessly,carving and painting in scenic spots.Compared with other forms of tourism,Red Tourism is an effective carrier of ideological and political education and spiritual culture dissemination,irresponsible behavior will not only affect or even destroy the solemn red cultural atmosphere or physical environment,but also more likely to trigger social opinion.Especially under the guidance of the "Two Mountains" theory,how to promote red tourism places towards high-quality and sustainable development has become one of the hot issues in the field of tourism.As a key stakeholder in the sustainable development and environmental management of tourism places,tourists are the main cause of most negative environmental problems.In fact,promoting environmentally responsible behaviors of tourists has been regarded by scholars as a key way or method to reduce the negative environmental impacts of tourism.However,by combing through the relevant literature,it is found that the current research on tourists’ environmentally responsible behavior in the context of red tourism is very limited.What factors influence the environmentally responsible behavior of red tourists? What are the pathways through which these factors act on them? Exploring these questions will complement the research on red tourism and environmental behavior of tourists with certain theoretical significance,and also have important practical significance for the government,scenic spots and other departments to cultivate and regulate the implementation of environmentally responsible behavior of red tourists and promote the sustainable development of red tourism places.Based on this,this study focuses on clarifying the influence mechanism of environmentally responsible behavior of red tourists,and takes the theoretical model of planned behavior as the framework of analysis,and expands the basic model by selecting two variables of tourism destination image and tourist identity from external contextual factors and individual psychological factors.The survey was conducted with people who have experienced red tourism as the target group,and 608 valid questionnaires were returned.The data were further analyzed by descriptive statistics,test factor analysis,model fitting and correction,mediating effect test,and multi-group analysis with the help of SPSS and AMOS software to verify the hypotheses proposed in this study one by one,and to make relevant suggestions based on the empirical findings.The empirical results show that: First of all,the variables in the behavioral expansion model of planning theory have a good explanatory power to the environmental responsibility behavior of red tourists.After adding red tourism identity and tourism destination image into the basic model of planned behavior theory,the overall variance interpretation ratio of red tourists’ environmental responsibility behavior reaches 70.63%.However,after the analysis of the extended model,it is found that although perceived behavioral control and subjective norms have positive effects on tourists’ protection and promotion behaviors,they have no obvious effects on tourists’ self-restraint behaviors.Secondly,behavioral attitudes as mediating variables were confirmed to play a fully or partially mediating role in all three pathway relationships: destination image and tourists’ environmentally responsible behavior,subjective norms and tourists’ environmentally responsible behavior,and perceived behavioral control and tourists’ environmentally responsible behavior.Thirdly,by using the multi-group analysis method,it is concluded that the demographic characteristics of red tourists(gender,age,political status,education level)have significant moderating effect in the model,and the influence varies greatly in different hypothesis paths.Overall,groups with the traits of youth,Communist Party membership,and high education have more significant moderating effects in each influence path compared to other groups.