Research On The Influence Of Environmental Values On Tourists’ Pro-environmental Behavior

Since the 18 th National Congress of the Communist Party of China,the CPC Central Committee has attached great importance to the construction of ecological c ivilization and put forward a series of new ideas,concepts and strategies for the pr otection of ecological culture,which provides theoretical guidance and action basis for strengthening environmental protection and promoting the construction of ecologi cal civilization.As the first of happiness industry and the new engine of national e conomic growth,tourism development should follow the principle of sustainable dev elopment under the background of ecological civilization construction.Because the behavior of tourists directly affects the sustainable development of tourism destinatio ns,it has attracted the attention of international organizations,governments,experts and scholars,and has become an important research hotspot.In addition,the tourist s’ Responsible Travel plays an important role in improving the environmental qualit y,promoting the protection of tourism resources,realizing the sustainable developm ent of tourism destination and promoting the construction of ecological civilization.Therefore,under the guidance of theory and driven by reality,this paper studies th e relationship among environmental values,face needs,group pressure and tourists’ Pro-environmental behavior.First of all,this article reviews the literature on tourists’ pro-environmental beh avior,environmental values,face needs,and group stress,and summarizes the issue s and research directions that remain to be resolved in the current research.Based on the "values-belief-norms" theory,combined with the "self-determination theory" a research model was constructed between environmental values,face needs,group p ressure,and tourists’ environmental behaviors.Then,according to the literature comb ing and designing the variable scale,the research uses online and offline questionna ire survey forms,using SPSS20.0 and AMOS21.0 to test the sample data for reliab ility and validity,mediating effect test,moderating effect test,condition process ana lysis.This paper takes environmental values as independent variables,tourists’ Pro environmental behaviors as dependent variables,and face needs as mediating variables,which indirectly affects environmental values and tourists’ Pro environmental behaviors,and group pressure as moderating variables to regulate the intermediary effects of face needs.The results show that of the original 25 hypotheses,17 are valid and 8 have not passed the test.The specific performance is as follows:(1)there is a correlation between environmental values,face needs and pro environmental behaviors of tourists.Self-interest values and altruistic values have a positive impact on self-restraint behavior and protection promotion behavior,while self-interest values have a significant negative impact on self-restraint behavior and a significant positive impact on protection promotion behavior;the three dimensions of environmental values are opposite Face needs have significant effects on the two dimensions of tourists’ Pro environment;(2)face needs have intermediary effects between self-interest values and tourists’ Pro environment behavior,between altruistic values and protection promotion behavior,between ecological values and protection promotion,between altruistic values and self-restraint behavior,and between ecological values There is no mediating effect between self-restraint behavior and self-restraint behavior;(3)there is a moderating effect of group pressure between face need and pro-environmental behavior;(4)The moderating effect of group pressure exists in the second half of the model of " egoistic values-face needs-group pressure-protection and promotion behavior","altruistic values-face needs-group pressure-protection and promotion behavior","ecological values-face needs-group pressure-self-restraint behavior" There are mediating effects in the path of values-face needs-group pressure-protection and promotion behavior.Finally,according to the results of empirical research,this paper puts forward the corresponding management suggestions and research enlightenment,which can promote the pro-environmental behavior of tourists and provide a new channel for the follow-up scholars.