Relationship Between Tourists’ Environmental Attitude And Environmental Behavior From The Perspective Of Situational Factors:A Case Study Of Huangshan Scenic Spot

The popularization of tourism activities,has brought the tourist destinations enormous economic benefits,at the same time,it has also brought many negative impact on ecological environment,not only affects the sustainable development of tourist destinations,but also affect tourists’ travel experience.The sustainable development of tourist destinations is essentially a harmonious relationship between people and land,which means the environmental behavior of tourists and the management of tourist destination are the key to the sustainable development of tourist destination.Tourists,as the main role of tourist activities,their behavior is an important factor which will affect eco-environment of tourist destination.Tourists’environmental behavior is not only influenced by their own factors,but also affected by the situational factors in tourism destination.Therefore,researching on relationship between tourists’ environmental attitude and environmental behavior from the perspective of situational factors,has great theoretical value and practical significance,and can help to understand the mechanism of tourist’ environmental behavior in the context of specific situation in tourist destination.Based on Arousal Theory,Behavior Setting and Responsible Environmental Behavior Model,this paper reviewed the relevant literature of environmental behavior,introduced situational factors to research tourists’ environment attitudes and behaviors,and chose Huangshan Scenic Spot as the case ground to access research data,then analyzed the overall characteristics and variance of tourists environmental attitude and behavior,explored the relationship between environmental attitudes and environmental behavior for the perspective of situational factors,in hope of understanding the internal mechanism tourists’ environmental behavior and providing scientific guidance for the sustainable development of tourist destination.Research results show that:(1)Tourists’ environmental attitude,environmental behavior and situational factors can be divided into different dimensions.In this paper,tourist’ environmental attitude was divided into three dimensions:tourist’ environmental cognition,emotion and environmental behavior tendency;tourist’ environmental behavior was divided into three dimensions:tourists’ environmental interference behavior,tourists’environmental protection behavior and tourist’ environmental interaction behavior;situational factors was divided into four dimensions:environmental background,environmental policy,environmental reference,environmental convenience.(2)Tourists showed a positive attitude towards the environment,and the occupation and the average monthly income have a significant impact on tourist’environmental attitude.The average value of each dimension of the tourists’environmental attitude is above 4,which indicates that tourists’ environmental attitude is relatively high.Tourists’ environmental attitudes were mainly affected by occupation and average monthly income.Tourist who are government-affiliated institutions employees or retirees has a higher environmental attitude level,it may be the result of their having a relatively higher education level and having a deeper understanding of environmental issues;Different income groups of tourists showed a different environmental behavioral intention,and can be described as U-shaped trend,which indicates high income and low income tourists have more positive attitude to environment owing to that high-income tourists may have a higher education background,so they pay much attention to the environmental issues and low income tourists’ living environment quality is relatively low,so they are more sensitive to environmental problems.(3)Tourist showed relatively high possibility to implement environmental behavior.Age,education level,average monthly income of tourists have significant impacts on tourists’ environmental behavior,for the mean value of environmental interference behavior was low,and the average value of environmental protection behavior and environmental interaction behavior were higher.Tourists’ environmental behavior was mainly influenced by age,education level and average monthly income.And tourists who was 25-44 years old with a high education background,high income or low income,showed a higher possibility to implement environmental behavior.(4)Tourists’ environmental attitudes have a significant impact on their environmental behavior,and different dimensions of tourists’ environmental behavior was mainly influenced by different dimensions of tourists’ environmental attitude.Specific as follows:as for tourists’ environmental protection behavior,it was mainly influenced by tourists’ environmental cognition and emotion and the effect of tourists’environmental cognition was slightly higher than tourists’ environmental emotion,which means the higher tourists’ environmental cognition and emotion,the greater the possibility of tourist to implement environmental protection behavior;As for tourist’interaction behavior,it was mainly affected by tourists environmental behavior tendency,indicating,the higher tourist’ environmental behavior tendency,the greater the possibility of tourist to implement environmental interaction behavior.(5)Situational factors have significant effects on tourists’ environmental behavior,and different dimension of tourists’ environmental behavior was mainly affected by different dimensions of situational factors,which can be summarized as that the better the quality of the environment,the environmental policy,the environmental convenience were,the tourists were more likely to implement environmental behavior.Specific as follows:environmental reference has a positive effect on tourist environmental interference behavior,implying other people’s negative environmental behavior will have an impact on the tourists’ environmental behavior,and inducing the implementation of environmental interference behavior;Environmental background,environmental policy and environmental convenience have a positive effect on tourists’ environmental protection behavior,indicating that the better the quality of the environment,the environmental policy,the environmental convenience were,the higher the possibility of tourists’ implementation of environmental protection behavior.And environmental reference has a negative effect on tourists’ environmental protection behavior,indicating that negative environmental reference will have an impact on tourists’ environmental protection behavior,then decreasing the implementation possibility of environmental protection behavior;Environmental policy and environmental convenience have a positive effect on tourists’ environmental interaction behavior,indicating that the better,the environmental policy and convenience were,the tourists were more likely to implement environmental behavior.While the environmental reference has a negative impact on the tourists’ environmental interaction behavior,showing that negative environmental reference will decreasing the possibility of the implementation of tourists’ environmental interaction behavior.(6)Situational factors played a moderating role in relationship between tourists’environmental attitude and environmental behavior,which can be summarized as that environmental reference have a moderating effect on relationship between tourists’environmental behavior tendency and environmental interference behavior,environmental background and environmental convenience have a moderating effect on relationship between tourists’ environmental cognition and environmental protection behavior.The details are as follows:the relationship between tourists’environmental attitudes and environmental inference behavior was mainly influenced by environmental reference,which means the environmental reference influenced the relationship between tourists’ environmental behavior tendency and environmental inference behavior negatively,namely,the stronger the environmental reference were,the weaker,the influence of tourists’ environmental behavior tendency on tourists’environment interference behavior;the relationship between tourists’ environmental attitudes and environmental protection behavior was mainly influenced by environmental background and environmental policy,also means that the environmental background influenced the relationship between tourists’environmental cognition and environmental protection behavior positively,namely,the better the environmental background were,the weaker the influence of tourists’environmental cognition on tourists’ environment protection behavior;the environmental background and environmental policy influenced the relationship between tourists’ environmental emotion and environmental protection behavior positively,namely,the better the environmental background and the environmental policy were,the weaker the influence of tourists’ environmental emotion on tourists’environment protection behavior.