The Influencing Factors Of Resident And Tourist's Pro-environmental Behavior And Its Mechanism At Tourist Sites:

Negative Environmental change has become an important factor which hinders further development of tourism.The role of tourism activities contribution to negative environmental changes should not be overlooked.Therefore,research on tourism stakeholders'(resident and tourist)pro-environmental behavior has significant implications for sustainable.The research of environmental behavior began in the western countries and was involved in a wide field of research.The foreign scholars had studied environmental behavior a lot in coneepts,influencing factors and create a series of theories and models to predict it.Although previous scholars eontributed enormously to the filed of environment behavior,there were still few study on the relationship between disasters,cognition of landscape experience and pro-environmental behavior.Few domestic scholars researched on pro-environmental behavior still now,and the main researches were involved in the flied of corporate pro-environmental behavior and the relationship between environmental awareness/concern/attitude and pro-environmental behavior.There lack of research on difference of pro-environmental behavior-driven mechanism among distinct groups from the perspective of culture,spatial distance and regional economy,as well as the relationship between place attachment and pro-environmental behavior.Our research mainly solve following issues based on domestic and abroad research gap.(1),to analyze the impact of values,awareness of disaster consequences,awareness of environmental conservation consequences at tourist sites,awareness of environmental impacts of tourism and place attachment on resident,s pro-environmental behavior at tourist sites;comparing the difference among distinct cultural groups on above causal chains.(2),to analyze the impact of values,environmental worldview and personal norm about environmentalism on tourist,s pro-environmental behavior at tourist sites;discovering whether geography factors,spatial distance and regional economic level,have influence on above causal chains.(3),to analyze the impact of tourist's cognition of cultural landscape experience and cognition of natural landscape experience on both general and active pro-environmental behavior;exploring the several regulations among types of tourist sites,cognition of landscape experience and pro-environmental behavior.(4),to explore the common factors which affect both resident and tourist,s pro-environmental behaviors and build a model which has universal applicability to protect environment at tourist sites.We collected data from the Jiuzhaigou National Park(JNP)and the Mt.Qingcheng National Park and Dujiangyan Heritage Park(MNP-DHP).A total of 2250 questionnaires(750 for resident,1500 for tourist)were distributed with convenience sampling method and 1784 valid questionnaires were used for data analysis.Thirteen factors(altruistic values,egoistic values,cognition of the relationship between humans and nature,non-anthropocentrism,cognition of natural ability,awareness of disaster consequences,awareness of environmental impacts of tourism,awareness of environmental conservation consequences at tourist sites,personal norm about environmentalism,place attachment,daily pro-environmental habits,eco-environmental concern in tourist destinations and active pro-environmental behavior intention)were extracted through exploratory factor analysis from resident's measurement scale.The factor,eognition of natural ability,was deleted through reliability analysis.Eleven factors(altruistic values,egoistic values,cognition of the relationship between humans and nature,non-anthropocentrism,cognition of natural ability,awareness of disaster consequences,environmental affection,cognition of cultural landscape experience,cognition of natural landscape experience,general pro-environmental behavior and behavior intention,and active pro-environmental behavior and behavior intention)were extracted through exploratory factor analysis from tourist's measurement scale.The factor,cognition of natural ability,was deleted through reliability analysis.In the end,12 measurement models were certified from residenfs measurement scale,and 9 measurenent models were certified from tourist's measurement scale(our research only need factor means of environmental aflfection,cognition of cultural landscape experience,and cognition of natural landscape experience,so it's no use to construct measurement models.)Three aspects of results were found through multi-structural equation modeling analysis.The first aspect considers residents pro-environmental behavior-driven mechanism at tourist sites and difference among distinct groups(including Tibetan Buddhism group and Taoism group).(1),resident's values(altruistic values and egoistic values),awareness of disaster consequences,awareness of environmental eonservation eonsequenees at tourist sites and place attachment had significant positive influence on pro-environmental behavior,while awareness of environmental impacts of tourism hadn't affect on pro-environmental behavior.(2)The impact of values,awareness of disaster consequences and place attachment on resident's pro-environmental behavior(daily pro-environmental habits and eco-environnental concern in tourist destinations)in the structure model of JNP were higher than those of MNP?DHP;The impact of awareness of environmental conservation consequences on personal norm about environmentalism in the structure model of MNP-DHP were higher than that of JNP,while the impact of awareness of disaster consequences on personal norn about environmentalism in the structure model of MNP?DHP were lower than that of JNP,and there were no significant differences between MNP-DHP and JNP about the impact of personal norm about environmentalism on pro-environmental behavior(daily pro-environmental habits,eco-environmental concern in tourist destinations and active pro-environmental behavior intention).The second aspect considers tourist's pro-environmental behavior-driven mechanism at tourist sites and difference among distinct groups.(1),the positive impact of altruistic values,environmental worldview and personal norm about environmentalism on tourist pro-environmental behavior at tourist sites hadn,t regional difference among Sichuan province,neighboring provinces,Midwest region and Eastern region.While there is significant difference on the impact of egoistic values on tourist pro-environmental behavior among above four regions.(2),both cognition of cultural landscape experience and cognition of natural landscape experience have positive impacts on pro-environmental behavior;tourist's cognition of the cultural landscape experience had a stronger power to predict active environmental conservation behaviors and behavior intentions than cognition of the natural landscape experience,whereas cognition of the natural landscape experience had more power to predict general environmental conservation behaviors and behavior intentions than cognition of the cultural landscape experience;cognition of cultural landscape experience and cognition of natural landscape experience have greater effects on general environmental conservation behavior and behavior intention than on active environmental conservation behavior and behavior intention.(3),the results regarding the effects of cognition of cultural landscape experience and cognition of natural landscape experience on general environmental conservation behavior and behavior intention appear unexpected and do not fit the general trends regarding tourist sites that are of primary importance for their natural landscapes and of secondary importance for their cultural landscapes.The third aspect considers the difference and commonality between resident and tourist in terms of the influencing factors of pro-environmental behavior.(l),the causal chain,altruistic values ? environmental worldview?personal norm about environmentalism?pro-environmental behavior and behavior intention,was validated both in resident and tourist's model.(2),other factors affect resident's pro-environmental behavior and behavior intention involved egoistic values and etc..Environmental affection and etc.also affect tourist's pro-environmental behavior and behavior intention.We proposed several recommendations which include fostering resident's place attachment,strengthening environmental education,focusing disaster awareness,strengthening traditional culture education,and encouraging resident to participate in environmental decision-making and management for community management.All those recommendations would help to stimulate resident's environmental behavior towards protection of local resource and environment.Visitor management both needs to control tourist's uncivilized behavior and needs to meet the needs of their travel experience to some extent.So,it should consider flex measures to manage tourist's environmental behavior,as well as effort to broaden the channels of publicity management measures.Meanwhile,it also should pay attention to the response of different groups towards management measures,and considering the principle of people first,adjust measures to time inconsistency and local conditions.All those recommendations would help to stimulate tourist's pro-environmental behavior and achieve sustainable environment development of tourism.Despite its contributions both in theory and practice,this study has several limitations.The respondents in this study only cross-sectional data were assessed.We could not examine longer periods of time.Further research is necessary to investigate data pertaining to host residents over the course of multiple years to better understand these models of support for pro-environmental behavior;it would be useful to perform a longitudinal study of the support of residents for pro-environmental behavior.This study focused on two different cultural background and three types of tourist sites all in Sichuan provinee,eommunities.The samples may have a greater similarity respectively.So,future studies should conduct similar surveys outside of Sichuan province to examine the models.