The Effect Of Place Attachment On Pro-environment Behavior Of Ski Tourism Destination Tourists

The increasingly severe global warming trend and the ecological environment problems caused by the construction and operation of ski tourism destinations make the ski tourism industry development facing the double challenge of resources and environment.As the core stakeholders of ski tourism destination,their individual pro-environment behaviors are of great significance to the sustainable development of ski tourism destination.For a long time,the government and tourism enterprises have been trying to guide and encourage the pro-environmental awareness and behavior of individuals to cope with the increasingly severe environmental problems.However,the effect of passive ways and external regulations such as reward,punishment and publicity is not optimistic.In the reality of ski tourism,there are still a series of tourists’ uncivilized behaviors such as littering and environmental damage.This is because there is a contradiction between tourists’ demands for pleasure and environmental pay in ski tourism.The core motivation of tourists’ activities in ski tourism destinations is the pursuit of pleasure.On the other hand,pro-environmental behavior requires that people sacrifice part of their self-interest for the sake of environmental interests.Therefore,this study proposes to guide and encourage tourists’ pro-environmental behaviors from the perspective of emotional driving force,so as to help decarbonize the ski tourism industry and sustainable development of ski tourism destinations.Based on the theory of emotional inspiration and identity,this study uses the method of literature,questionnaire and statistical analysis to construct the mechanism model of tourists’ pro-environment behavior in the skiing tourism destination at the level of emotional and psychological motivation,and empirically tests the research model by using 540 questionnaires of tourists’ pro-environment behavior obtained from Chongli ski tourism destination.The main conclusions are as follows:(1)Place attachment has a significant positive effect on the pro-environment behavior of ski tourism destination tourists;(2)Place attachment has a significant positive effect on the anticipatory emotion of ski tourism destination tourists;(3)The anticipatory emotion has a significant positive effect on the pro-environment behavior of ski tourism destination tourists;(4)Anticipated emotion partially mediates the relationship between place attachment and pro-environment behavior.Among them,anticipatory pride partially mediates between the dimensions of place identity,place dependence and place belonging of place attachment and pro-environment behavior.Anticipatory guilt partially mediates the relationship between place identity and place dependence dimension of place attachment and pro-environment behavior.(5)Environmental self-identification has a significant positive moderating effect between place attachment and expected pride.Based on the conclusions of this study,the following suggestions are put forward for the formulation of environmental management strategies and sustainable development of ski tourism destinations:(1)Enhancing the level of place attachment of tourists,improving the willingness of ski tourists to stay and re-visit;(2)Increase the development of ski tourism service products to improve the economic benefits of tourist unit carbon footprint;(3)Strengthen the publicity and education of environmental protection behavior,cultivate and improve tourists’ awareness of environmental protection;(4)Emotional management and marketing should be emphasized to stimulate the pro-environmental behaviors of ski tourism tourists.