Research On The Influence Of Destination Social Responsibility On Tourists Environmental Behavior

The development of tourism has brought good economic benefits to the society,but it has also caused some negative problems,posing a certain threat to the environment and sustainable development of tourist destinations.the Chinese government’s basic national policy requires following the concept of green development,adhering to the protection of resources and the environment.In tourism activities,the development of destination social responsibility and the citizen behavior of tourists are conducive to eliminating the negative impact of the environment and promoting sustainable development,which is a positive response to this national policy.The destination social responsibility is a concept proposed by scholars based on corporate social responsibility,which aims to reduce the negative impacts caused by tourism activities by focusing on not only its economic attributes,but also its social attributes when studying tourism.As the core stakeholder of tourism destinations,the destruction of tourism destinations ecology caused by tourists’ behavior is an important cause of environmental problems in tourism destinations.The tourists environmental behavior is a practical action that can promote the sustainable development of the tourism destination,and it is also conducive to the improvement of the environmental quality of the tourism destination.Therefore,it is also an important issue to explore the influence of other factors on the tourists environmental behavior.In order to promote the sustainable development of tourism destinations and enrich the related research on destination social responsibility,this article explores the impact of destination social responsibility on the tourists environmental behaviors,and introduces perceived value and tourist satisfaction as mediating variables to provide theoretical guidance and countermeasures for the practice of destination social responsibility.Based on stakeholder theory,sustainable tourism development theory,and social exchange theory,this paper constructs a structural equation model.Taking MT.Yuntai in Jiaozuo City,Henan Province as an example,dividing the destination social responsibility into three dimensions,using SPSS23.0 and AMOS23.0 to conduct empirical research on the impact of destination social responsibility on tourists environmental behavior,and further explore the mediating role of perceived value and tourist satisfaction.The research conclusions show that:(1)The environmental protection responsibility in the destination social responsibility perceived by tourists can directly have a significant positive impact on the tourists environmental behavior,while the social equity responsibility and economic development responsibility can also have an indirect impact on the tourists environmental behavior through mediating variables.(2)Perceived value plays a mediating role between the destination social responsibility and tourists environmental behavior.Among them,the perceived value plays a part of the mediating role between the environmental protection responsibility and the tourists environmental behavior,and it plays a complete mediating role in the social equity responsibility and the tourists environmental behavior,the economic development responsibility and the tourists environmental behavior.(3)Tourist satisfaction also plays a mediating role between the destination social responsibility and the environmental protection responsibility.Among them,tourist satisfaction plays a full mediating role in social equity responsibility and the tourists environmental behavior,economic development responsibility and the tourists environmental behavior,while the mediating role between environmental protection responsibility and the tourists environmental behavior is not significant.Based on the research conclusions and the development status of MT.Yuntai,this article suggests that MT.Yuntai should actively take destination social responsibility in tourism development,and strengthen the promotion of destination social responsibility so that tourists can be more easily perceived.At the same time,it also pays attention to the destination social responsibility.The role in practice is to enhance the perceived value and tourist satisfaction to strengthen the social responsibility effect of tourist destinations.