Study On The Impact Of Residents’environmental Values On Environmentally Responsible Behavior In Rural Tourism Destinations

Rural tourism destinations are highly dependent on the environment and environmental protection is the necessary basis for sustainable development of rural tourism destinations.However,some rural tourism destinations gradually appear environmental damage problems,caused widespread concern in the society.At present,the research on the environmental protection of rural tourism destinations mainly focuses on tourists,but pays little attention to residents.As an important stakeholder of rural tourism destinations,the production and life of residents in rural tourism destinations are closely related to the environment.They stay there longer,are more sensitive to environmental changes,and play a more lasting and long-term role in environmental protection,which is an important force of environmental protection.Therefore,this study focuses on residents of rural tourism destinations and analyzes the relationship between residents’ environmental values and their environmentally responsible behavior,so as to promote the sustainable development of rural tourism.This study to Yangshuo in Guangxi rural tourism destination as a case,based on the norm activation theory,value-belief-norm theory,attitude-context-behavior theory on environmental values as the independent variable,environmentally responsible behavior as the dependent variable,moral norm as intermediary variables,tourist destination environment policy for regulating variable to construct model,Referring to previous studies,the environmental values are divided into self-interest values,altruistic values and biosphere values,and the environmentally responsible behavior is divided into four dimensions: citizenship behavior,persuading behavior,financial behavior and ecological management behavior,and the corresponding hypotheses are put forward.Through reliability and validity analysis,correlation analysis,regression analysis and other steps,the paper studies the influence relationship between environmental values and its dimensions,moral norm,tourist destination environment policy,environmentally responsible behavior and its dimensions,and tests the theoretical model and hypothesis proposed in this study.The conclusion of this study are as follows: Firstly,the environmental values of environmentally responsible behavior has a significant effect,in the subdivision dimension,self-interest values of citizenship behavior,persuading behavior,financial behavior,ecological management behavior has significant negative impact,altruistic values and ecological values of citizenship behavior,persuading behavior,financial behavior,ecological management behavior has significant positive influence;Secondly,environmental values have a significant impact on moral norm,in the subdivision dimension,self-interest values have a significant negative impact on moral norm,while altruistic values and ecological values have a significant positive impact on moral norm;Thirdly,moral norm has a significant positive impact on environmentally responsible behavior,in the subdivision dimension,moral norm has a significant positive impact on citizenship behavior,persuading behavior,financial behavior,and ecological management behavior;Fourth,moral norm play a partially mediating role in the relationship between environmental values and environmentally responsible behavior,in the subdivision dimension,moral norm play a partially mediating role in the relationship between self-interest values,altruistic values,ecological values and citizenship behavior,persuading behavior,financial behavior,ecological management behavior;Fifth,tourist destination environment policy play a moderating role in the relationship between environmental values and environmentally responsible behavior,in the subdivision dimension,tourist destination environment policy play a moderating role in the relationship between self-interest values,altruistic values,ecological values and citizenship behavior,persuading behavior,financial behavior.However,there was no moderating effect on the relationship between self-interest values,altruistic value,ecological value and ecological management behavior.Based on the above conclusions,combined with the actual situation of Yangshuo,this paper puts forward some strategies,such as shaping the environmental values of residents in rural tourism destinations,cultivating the moral norm of residents in rural tourism destinations,and improving the tourist destination environment policy,to promote residents in rural tourism destinations to play an important role in the environmental protection of rural tourism destinations,and promote the high-quality development of rural tourism.