A Study On The Impact Of Perceived Value And Place Attachment On Tourists’ Pro-environmental Behavior

The rapid development of tourism has not only brought good opportunities for the development of tourism resources in various places,but also brought a new atmosphere to people’s spiritual and cultural life.With the increasing flow of tourists,it has brought great pressure on the carrying capacity of the scenic spot.At the same time,the quality of tourists is poor,the management of scenic spots is backward,and there is a lack of scientific and systematic tourism research,which is a greater challenge to the further development of tourism.Compared with the measures taken by scenic spots or the government to restrict or even punish,it is more practical to stimulate tourists’ proenvironmental behaviors and focus on their mechanisms of action,and allow tourists to actively participate in environmental protection.Under this background,the research on the influencing factors and mechanism of tourists’ pro-environmental behavior has become a hot topic in tourism.Based on this,this research takes Hangzhou Jingshan Scenic Area as the research object,constructs a conceptual model composed of tourists’ perceived value,place attachment,empathy with nature,and pro-environmental behavior,and studies pro-environmental behavior from the perspective of the integration of cognition and emotion,to provide countermeasures and suggestions for the sustainable development of scenic spots.This research collected 488 valid questionnaires from tourists in Jingshan Scenic Area through questionnaire surveys,and data analysis using AMOS24.0 and SPSS25.0software.Based on the results of the empirical analysis of AMOS,draw the following conclusions:(1)Environmental value,functional value,and cost value in the perceived value have significant positive impact on pro-environmental behavior;environmental value,functional value,and emotional value have significant positive impact on place dependence;environmental value and emotional value have significant positive impact on place identity.(2)Place dependence and place identity have significant positive impact on empathy with nature and pro-environmental behavior respectively,and place dependence has a significant positive impact on place identity.(3)Empathy with nature has a significant positive impact on pro-environmental behavior,and empathy with nature plays a part of the mediating role between place dependence,place identity and pro-environmental behavior.Based on the results of SPSS analysis of variance,the following conclusions are obtained:(1)Male tourists’ environmental value and proenvironmental behaviors are significantly more involved than women;(2)There is no significant difference in the sense of involvement in perceived value,place attachment,empathy with nature,and pro-environmental behavior;(3)Tourists with higher academic qualifications have a stronger sense of involvement in place dependence,place identity and pro-environmental behavior;(4)Tourists with higher income have stronger the sense of involvement in place dependence and pro-environmental behavior.This study enriches the relevant theories of pro-environmental behaviors and provides practical suggestions for tourists to improve their pro-environmental behaviors.At the same time,it also provides countermeasures for the sustainable development of the Jingshan Scenic Area,which is more conducive to the government and the scenic area to strengthen natural ecological protection,rationally develop tourism resources,and standardize daily management measures.