Research On The Influence Of Ecotourism Experience On Tourists’ Environmental Responsibility Behavior ——Based On The Research Of Luya Mountain Scenic Spot

From the strategic perspective of harmonizing the relationship between people and nature,ecotourism is an important way to explore the sustainable development of tourism in natural places.How to design tourism products to maintain a harmonious human-land relationship in ecotourism scenic spots is a persistent issue.This paper takes the ecotourism experience as the anchor point to motivate tourists to fulfill their environmental responsibility by developing an educational and fun tourism product to reduce their environmental impact on the tourism destination.In this paper,theoretical and empirical research is conducted on the path of“ecotourism experience-emotional experience-environmental responsibility behavior”,taking the Luya Mountain scenic spot as the research area.Firstly,the theoretical basis of each path is identified and theoretical assumptions are made to construct a model of the drivers of tourists’ environmentally responsible behavior in the ecotourism context;secondly,the demographic characteristics of tourists in Luya Mountain are summarized by descriptive analysis based on a questionnaire survey conducted in Luya Mountain scenic spot;secondly,a structural equation model is constructed based on factor analysis to conduct an empirical study of the model’s paths;secondly,ANOVA,cluster analysis,and typical correlation analysis are used to analyze the paths of tourists’ environmentally responsible behavior in Luya Mountain scenic spot.The analysis of variance,cluster analysis and typical correlation analysis were used to analyze the characteristics and differences of tourists’ environmental responsible behavior from various aspects;finally,in view of the current situation of tourism management in Luya Mountain scenic spot,targeted suggestions were made to enhance the willingness of environmental responsible behavior from the perspective of scenic area and tourists.The results of the study show that:（1）Participation experience has a direct effect on environmentally responsible behavior,while education,participation and escapism experience have an indirect effect on environmentally responsible behavior through the mediating effect of emotional experience,and the use of information technology has a moderating effect on the relationship between emotional experience and environmentally responsible behavior.（2）there is a statistically significant difference in the willingness to behave responsibly in terms of education,occupation,and monthly income among tourists in the Luya Mountain scenic spot at a statistical level of 0.05,while there is no statistically significant difference in the willingness to behave responsibly in terms of gender,age,and childhood place of living at a statistical level of0.05.（3）The tourists in Luya Mountain were divided into three different types of groups according to the scores of each question of the willingness to behave responsibly,named as the group with strong willingness to behave responsibly,the group with selective willingness to behave responsibly,and the group with weak willingness to behave responsibly.the three groups had significant differences in the educational and escapism experiences,among which the group with strong willingness to behave responsibly had the best ecotourism experience.（4）The willingness of tourism environmental responsible behavior of tourists in Luya Mountain generally has influence on the environmental learning behavior in daily life,while the willingness of daily environmental responsible behavior can reflect the willingness of tourism environmental responsible behavior from several perspectives,and the two are interact with each other.Based on the decomposition of ecotourism experience into four dimensions:education,aesthetics,participation and escapism,this paper breaks through the rational research perspective,introduces emotional experience as a mediating variable and the use of information technology as a moderating variable,sorts out the structural relationship between the variables,and explores the driving factors and influence paths of environmentally responsible behavior,which is a new path exploration.