The Influence Of Tourists’ Pro-environmental Behavior On The Willingness To Pay For Recreation Value

Attaching importance to the protection and rational utilization of the recreational value of natural scenic spots not only requires the management department to standardize the management of scenic spots,but also puts forward certain restrictions and requirements on the behavior of stakeholders.Therefore,the research on the relationship between the proenvironmental behavior of tourists and the recreational value of natural scenic spots is a hot issue in the field of natural resources and environmental economics.Based on tourists’ proenvironmental behavior and travel preference,this paper takes product attribute demand theory,rational ecological man,"broken window" theory and "decoration" effect as the basic theory.Through literature analysis,questionnaire survey and model analysis,this paper studies the influence of pro-environmental behavior and tourism preference on the value of recreational resources in natural scenic spots,so as to provide reference for the sustainable development of natural scenic spots in China.In this study,the Logit model was used to analyze the survey data of tourists in 12 natural scenic spots by using the method of choice experiment,and the division of environmental attributes of natural scenic spots was discussed.The environmental attributes were divided into forest coverage,water quality,tourist flow and garbage quantity and willingness to pay.By building a measurement model,we can understand the willingness and preference of the interviewed tourists to pay.This paper attempts to study tourists’ recreation environment attribute preference and influencing factors from the point of view of the environmental attributes of natural scenic spots,tourists’ pro-environmental behavior and tourism preferences.From the perspective of tourists’ willingness to pay for environmental attributes,this paper studies the impact of different degrees of pro-environmental behavior on the non-use value of recreation resources,as well as the differences in the non-use value of recreation resources in different levels of natural scenic spots.The results show that: first,the environmental attributes of natural scenic spots have a significant positive impact on tourists’ willingness to pay,and tourists have different preferences for environmental attributes.Second,tourists’ pro-environmental behavior will positively affect tourists’ willingness to pay for the environment,and tourists who have the behavior of discouraging destruction have a relatively high willingness to pay for the non-use value of recreational resources.Third,tourists’ travel preference has a significant impact on tourists’ willingness to pay for the environment,and the number of trips and the level of natural scenic spots will negatively affect tourists’ willingness to pay for the non-use value of recreational resources.Traveling together will enhance tourists’ willingness to pay for the nonuse value of food and recreation resources.Fourth,the willingness of tourists to pay for recreation value of national 4A natural scenic spots is higher than that of national 5A natural scenic spots.The willingness to pay for the non-use value of recreational resources per capita in natural scenic spots is 223.364 yuan.