Study On The Influence Of Situational Factors And Tourists’ Involvement On Environmental Responsibility Behavior

The empirical research on tourists’ environmental responsibility behavior has become a research hotspot at this stage.It is particularly important to guide tourists to establish a sense of civilization and environmental protection,so that the negative impact of festival activities on the environment may be relatively reduced,and the organizers can focus on improving the quality of festival activities.Therefore,in the context of festival activities,it is necessary to strengthen the study of tourists’ environmental responsibility behavior.Taking involvement theory as the starting point,the research results of environmental responsibility behavior are fruitful,and situational factors are the important antecedents of involvement.Therefore,this paper takes the tourists who participate in Nanjing plum blossom festival as the research object,based on involvement theory,adds situational factors,constructs environmental responsibility behavior model,and provides relevant reference for promoting the tourists to really implement the behaviors beneficial to the festival environment.This study mainly includes three aspects: comprehensively combing the variables to be studied to understand the latest research trends and results;studying the relationship among situational factors,tourists’ involvement and environmental responsibility behavior,and verifying the hypothesis model;finally,according to the research conclusion,the paper puts forward suggestions to expand the publicity of festival events and improve the environmental responsibility behavior of festival visitors.The main conclusions are as follows:(1)Most of the female tourists are young and middle-aged.Their occupations are mainly freelance / individual and enterprise employees.Their education and income are medium.(2)Through confirmatory factor analysis,situational factors are divided into scenic facilities and festival atmosphere,and tourists’ involvement is measured by attraction,centrality and self-expression.There are 11 hypotheses in this study,of which 8 are supported and 3 are not.Scenic facilities have a positive impact on environmental responsibility behavior,attraction and centrality have a positive impacton environmental responsibility behavior,scenic facilities and festival atmosphere have a positive impact on centrality,also have a positive impact on self-expression,festival atmosphere has a positive impact on attraction.(3)Scenic facilities indirectly affect environmental responsibility behavior through the central dimension,with an indirect effect of 0.08;festival atmosphere indirectly affects environmental responsibility behavior through the attraction and central dimension,with an indirect effect of 0.228 and 0.070.(4)Tourists with different travel characteristics have different degrees of differences in various variables.Finally,this study puts forward suggestions on the planning and environmental management of Nanjing plum blossom festival from the aspects of focusing on the creation of situational factors,improving the involvement of tourists,and calling on tourists to consciously restrain their own environmental behavior.