The Effect Of Place Attachment On Environmental Behavior Intention Of Rural Tourists

Rural tourism has increasingly become the modern people travel choice of the optimal way of travel,one of the tourists involvement will inevitably brings to the local ecological environment of direct or indirect influence,especially the rural economy and protect the ecological environment of tourism destination development contradictions particularly prominent,therefore,fully implement the concept of ecological civilization,cultivate consciousness of environmental protection behavior of ordinary tourists,advocate and encourage visitors to implement environmental behavior in a positive way,making it a destination important participants and contributors are particularly important in the construction of ecological civilization.Based on previous literature summary about the tourist environment behavior research,discovering from the rational to the emotional in a research path toward the new trend,it also reflects the tourist environmental behavior by rational management in the industry to the new direction of emotional management,so this article from the perspective of emotion,to explore the influence of place attachment on tourist environmental behavior intention,in order to deepen the tourist environmental behavior research,and provide some reference to solve actual problems.This study uses the combination of theory and empirical methods,famous for our country rural tourism destination yangshuo as a case,according to the theory of rational behavior,attitude theory and social exchange theory as the foundation,the tourists’ satisfaction to the research of place attachment and environmental behavioral intention,to build the rural tourist place attachment-tourists satisfaction-environmental behavioral intention the research model of integration of the three reference previous studies will place attachment into local identity,relying on local society,local emotion,contact the four dimensions,could be divided into low environmental behavioral intention to environmental behavioral intention and high effort environmental behavioral intention of two dimensions,And put forward the corresponding research hypothesis.Through the reliability and validity test,correlation analysis,path analysis,hypothesis test and other steps of the collected questionnaire data,the influence relationship among place attachment,tourist satisfaction and environmental behavior intention of rural tourists is analyzed and verified,and the final research model of this study is revised and formed.Research conclusion of this paper are as follows: first,local identity,place dependence and place the emotional efforts for the low environmental behavioral intention,high effort behavior intention have significant positive influence on environmental protection,local social contact type only efforts for the low environmental behavior intention have significant positive influence,the influence of the type efforts for the high environmental behavioral intention was not significant.Second,local identity,local dependence and local emotion have a significant positive impact on tourist satisfaction,while local social connection has no significant positive impact on tourist satisfaction.Thirdly,tourists’ satisfaction has a significant positive impact on both low-effort and high-effort environmental protection behavioral intentions.Fourth,tourist satisfaction has a mediating effect on the relationship between local identity,local dependence,local emotion and environmental behavior intention.Based on the above conclusions,and combined with the existing problems of tourists’ environmental behavior in the case area and other rural tourism destinations in China,the following management suggestions are put forward:strengthen emotional management,cultivate the attachment relationship between tourists and the destination(strengthen the emotional experience of the destination,enhance the symbolic and emotional interests of tourists;Improve destination tourism function,enhance tourists’ functional interests and hedonistic interests);Actively improve tourists’ "satisfaction" experience;Attach importance to the primary role of tourists in the environmental protection construction of the destination;Actively promote the transformation of tourists’ low-effort environmental protection behavior intention into high-effort environmental protection behavior intention.