Research On The Impact Of Media Use On The Environmental Responsibility Behavior Of Tourists In Agricultural Cultural Heritage Sites

China’s agricultural civilization has led the world’s agricultural civilization for thousands of years.It contains rich ecological philosophy and ecological agricultural concepts,and has important guiding significance and reference value for the sustainable development of world agriculture.Agricultural cultural heritage not only has rich species diversity,complex ecosystem diversity,but also unique landscape diversity.They can not only protect the environment,but also control soil erosion,enhance the resistance of plants to pests and diseases,regulate the climate,conserve water sources,improve soil fertility,improve resource utilization efficiency,and effectively control agricultural pests,Thereby making important contributions to the sustainable development of mankind.In order to protect the ecology and environment of agricultural cultural heritage sites,we must vigorously reduce greenhouse gas emissions and maintain the stability of agricultural ecosystems.Therefore,cultivating tourists’ environmental responsibility behavior is of great significance for the sustainable development of agricultural cultural heritage sites.This article takes the agricultural cultural heritage sites in Fujian Province as the research object,with the purpose of exploring the impact mechanism of media use on the environmental responsibility behavior of tourists in agricultural cultural heritage sites.At the same time,it introduces ecological knowledge and ecological risk perception as intermediary variables to conduct in-depth research,with a view to providing practical and feasible adaptive management solutions for the management of agricultural cultural heritage sites to effectively enhance the environmental responsibility behavior of tourists and improve the ecological environment quality of tourist attractions.Firstly,the concept and relevant literature of media use,agricultural cultural heritage,environmental responsibility behavior,ecological knowledge,and ecological risk perception are reviewed.Based on the summary of domestic and foreign scholars and experts’ research in their fields,theoretical models are constructed and research hypotheses are proposed based on knowledge,trust,and behavior theory,protection motivation theory,and sustainable development theory.Obtaining relevant data through questionnaire survey and constructing a research model,using SPSS26.0 and AMOS226.0 to analyze the obtained data,verify the hypothesis,and finally provide relevant suggestions on promoting the implementation of environmental responsibility behavior by tourists in agricultural cultural heritage sites and promoting the sustainable development of tourism in agricultural cultural heritage sites based on the research results.The empirical results show that:(1)media use has a significant positive impact on tourists’ environmental responsibility behavior;(2)Media use has a significant positive impact on ecological knowledge and ecological risk perception;(3)Ecological knowledge and ecological risk perception have significant positive effects on tourists’ environmental responsibility behavior;(4)Ecological knowledge and ecological risk perception play a mediating effect between media use and tourists’ environmental responsibility behavior,and the mediating effect is significant.Based on the above research conclusions,the following suggestions are proposed:(1)Strengthen the guidance and promotion of information related to the ecological environment by the official media of agricultural cultural heritage sites,and improve tourists’ information exposure to environmental protection of agricultural cultural heritage sites.(2)It is suggested that local government departments actively seek the further integration and development of traditional media publicity and modern media publicity(Tiktok,We Chat official account,microblog,etc.);(3)Pay attention to the educational function of media for tourists in agricultural cultural heritage tourism sites,convey the important role of agricultural cultural heritage sites in protecting biodiversity,regulating the climate environment,maintaining water and soil,and improving the ecological environment to tourists,and enhance their scientific understanding of ecological environment protection.(4)Guide the community to actively promote ecological and environmental protection and improve tourists’ environmental awareness.