| Environmental interpretation is the bridge and link between tourists, environmental resources and resources management agency. Personal interpretation or non-personal interpretation can encourage tourists'understanding of natural ecology and cultural resources improve the quality of recreation and inspire tourists set up eco-environmental protection beliefs and actions, which plays a decisive role in the development of scenic spots and the conservation of eco-environment. Environmental interpretation has been the focus and hot issues of academic researches on tourists and environmental problems, while Studies on tourists'behavior of using environmental interpretation are the foundation of all aspects of researches on environmental interpretation as well as the key issue which is to be addressed.What characteristics of tourists'behavior of using environmental interpretation system and what factors affecting tourists'behavior of using environmental interpretation system as well as the mechanism of those factors are problems crying out for solutions,which are also the key of this paper.This paper set up a theoretical model of Model of Behavioral Intention through Environmental Interpretation (MBIEI) on the basis of theory of planned behavior (TPB) and Technology Acceptance Model (TAM).740 valid questionnaires were analyzed mathematically with the application of AMOS and SPSS, the two statistic analysis software, to explore the occurring mechanism of tourists' behavior of using environmental interpretation system. The results showed that:After fitting of MBIEI set up in this paper and field data by the use of structural equation model, it is found that both the goodness of fitting and the appraisal of the internal structure of the model are in line with the scope of standards even quite good, thus the model of MBIEI can be used as the explanation and prediction model of the occurring mechanism of behavior of tourists'using environmental interpretation system. Meanwhile, relevant theoretical assumptions proposed based on had been verified in varying degrees.Behavioral beliefs, such as perceived usefulness, perceived ease of use, affective components, secondary group norms, self efficacy and perceived facilitation are variables that determines the behavioral intentions of tourists'using environmental interpretation system directly and also have positive impacts on the formation of behavioral intentions.This paper made an effective explanation of MBIEI through effect coefficient in order to reveal the effects of constituent elements of MBIEI on the formation of tourists' behavioral intentions. It was found by analyzing that there were three potential variables that had great effects on behavioral intentions, and they were perceived behavioral control, subjective Norms and behavioral attitude, stating from the greatest one to the least one. An observable variable in terms of overall effect, secondary group norms had the greatest effects on behavioral effects and was also the most important factor in the formation of behavioral intentions.This paper analyzed whether tourists demographic characteristics such as gender, age, education level, income and other factors had significant effects on those relevant variables of behavioral intentions of tourists' using environmental interpretation system or not with the application of methods of factor analysis of variance and multiple comparison analysis. The results were that, components of MBIEI were all influenced by the background of tourists except perceived usefulness and secondary group norms.On the basis of conclusions of the study on behavioral mechanism of tourists'using of environmental interpretation system, beginning with the three components:natural resources, the object of interpretation, and the media of interpretation, this paper did empirical study of the construction of environmental interpretation system taking Fuzhou National Forest Park as a case, put forward practical and solutions to guide practical work. |
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