Research On The Impact Of Rural Perception On Pro-environmental Behavior Of Rural Tourists

With the continuous development of rural tourism,a large number of tourists flock to rural tourism destinations to seek poetic habitat and spiritual return.The flock of tourists has brought a huge impact on the already fragile rural ecosystem.The destruction of the rural ecological environment has become a common reality.This is in line with the "Two Mountains Theory" proposed by General Secretary Xi Jinping and the state proposed The "village revitalization" strategic development goal runs counter to.How to coordinate the relationship between the development of rural tourism and the rural ecological environment,and promote the sustainable development of rural tourism,so that the village can truly become a leisure tourism destination that "sees the mountains,sees the water,and remembers nostalgia" has already aroused the industry And the widespread attention of academia.Based on this,this research focuses on the proenvironmental behavior of rural tourists,introduces tourists’ rural perception on the basis of traditional Norm Activation Model,and explores the influence of rural perception on pro-environmental behavior with the help of expanded Norm Activation Model,and enriches and perfects tourism.The research framework of Pro-environmental behaviors provides more effective solutions for guiding tourists to implement pro-environmental behaviors.Based on Norm Activation Model,systematically comb the existing research results and analyze the influence of rural perception,environmental awareness,environmental responsibility and personal norms on proenvironmental behavior.Huangyao Ancient Town,a five-star rural tourist area in Guangxi,was selected as the research object,and a total of 251 valid questionnaires were collected through cross-sectional questionnaire surveys.Use statistical analysis software SPSS and AMOS to analyze the collected sample data and test the proposed theoretical model.Structural equation model analysis results show that rural perception,environmental awareness,environmental responsibility and personal norms are the four important factors affecting the proenvironmental behavior of rural tourists.At the same time,the three factors of rural perception,environmental awareness,and personal norms play a significant role in promoting the implementation of pro-environmental behavior;rural perception and environmental responsibility can also stimulate tourists’ personal norms to a certain extent,thereby prompting them to implement proenvironmental behaviors.Behavior;Environmental responsibility and personal norms play a significant intermediary role in the process of environmental awareness affecting pro-environmental behaviors,indicating that the theoretical model proposed in this study has strong reliability and validity.Based on the results of empirical analysis,combined with field research and interview data,the following countermeasures and suggestions are put forward for Huangyao ancient town managers to guide rural tourists to spontaneously implement pro-environmental behaviors: In terms of rural construction,characteristics lead,planning first,and deep exploration of Huangyao The rural nature of the ancient town enhances tourists’ perception and resonance of the rural landscape and rural culture.In terms of enhancing environmental awareness and environmental responsibility,relying on the "Tourism Law" and the regulations issued by the Ministry of Culture and Tourism,publicize and popularize the consequences of environmental damage,enhance the environmental protection awareness of local residents,and strengthen the interaction between local residents and tourists.In terms of activating personal norms,pay attention to cultural creativity,strengthen participation,and implement suggestions on the promotion and guidance of rural ecological and environmental protection in the form of tourism activities that tourists love to see.