The Psychological Influence Mechanism Of Tourists' Pro-Environmental Behavior: A Multidimensional Data Test Study

With the prosperity and development of tourism,tourists' behavior has been gradually embedded in the evolvement of resources and environment of destinations,which may aggravate the change of ecological environment."Pro-environmental behavior",as an individual's positive response to environmental protection,highlighting the interactive representation of "human-environment",which is important for studying tourists' behavior and sustainable tourism.Therefore,learning the inherent laws of tourists' pro-environmental behavior has important theoretical and practical value for guiding and standardizing tourists' behavior,promoting and developing sustainable tourism,and strengthening environmental governance of destinations.Under this background,the academic and industrial circles have been more gradually interested in exploring the formation mechanism of tourists' pro-environmental behavior.In view of the particularity of tourism situation and experience,individual's pro-environmental behavior rules in daily situation may change with the variation of space and situation.Generally,the conclusions of research on pro-environmental behavior may not be directly applicable to the research of tourists' pro-environmental behavior.Coupled with the typicality and particularity of tourism consumption,tourists'pro-environmental behavior presents more complex psychological representation,which is difficult to be regulated.The research on the tourists' pro-environmental behavior has made good progress,while little domestic research on the influencing mechanism of psychological motivation of tourists' pro-environmental behavior through test and analysis with multidimensional data is conducted.Besides,it remains to be discussed on the applicability and pertinence of the theoretical model of pro-environmental behavior for the tourism context,and most relevant studies applied self-reported data,which need more objective exploration.This paper argues that in the tourism situation,the individual's pro-environmental behavior will be comprehensively influenced by multiple psychological motivations in the tourism context,showing the interactive attributes of rationality and irrationality.In terms of "how psychological motivation affects tourists' pro-environmental behavior",this paper focused on the pro-environmental behavior of mass tourists.Then the author,based on the theories of bounded rationality,emotion-behavior,egoism and altruism,used meta-analysis method,questionnaire survey method,structural equation model,behavior decision experiment method and neuroscience experiment method,and explored the influence mechanism of psychological motivation of tourists'pro-environmental behavior from three dimensions of rationality,emotion and morality.This study aims to analyze the following problems layer by layer through three core chapters:(1)the theoretical logic and effect comparison of psychological motivation of tourists' pro-environmental behavior;(2)how multi-dimensional psychological motivations interact and influence individual pro-environmental behavior in tourism situation;(3)analyzing from a more objective data dimension how psychological motivation affects tourists' pro-environmental behavior,and what is the underlying neuroscience principle.In view of the above problems,the content of this study is as follows.The first chapter expounded the research background,clarified the research goals and significance,and sorted out the research methods and technical routes.The second chapter stated the main theoretical basis,and summarized the pro-environmental behavior and related topics at home and abroad.The third chapter is the research design,which introduced the theoretical logic and framework of this study.Followed bythe fourth chapter,the psychological motivation classification and effect comparison of tourists' pro-environmental behavior were discussed,laying the foundation for the selection of model variables.In the fifth chapter,the author constructed the psychological motivation model of tourists' pro-environmental behavior according to the existing theoretical basis,and then tested the field sample data.The sixth chapter further identified the actual intervention effect of rational motivation,emotional motivation and moral motivation on tourists' pro-environmental behavior through behavioral decision-making experiments and neuroscience experiments.The last chapter presented the conclusion and prospect.The main research conclusions drawn by this study are:(1)Emotional motivation has the most significant impact on tourists'pro-environmental behavior.Based on big data,this article combs the different effects of rational,emotional and moral motivations on tourists' pro-environmental behavior from a more systematic perspective and finds that tourists' pro-environmental behavior will be affected by the combined effects of the above three types of psychological motivations.In general,emotional motivation has the greatest impact on tourists'pro-environmental behavior,followed by moral motivation,and rational motivation.(2)The influence of psychological motivations on tourists' pro-environmental behaviors will be adjusted by factors such as age,gender,education level,location of the individual,and destination type.Based on the findings of the big data samples,this article analyzes the impact of rational,emotional,and moral motivations on tourists'pro-environmental behaviors and also finds that this influence process will be adjusted by factors such as tourists' age,gender,and education level.(3)Based on the analysis of field research data,it is concluded that irrational psychological motivations have a crucial effect on tourists' pro-environmental behavior.Irrational psychological motivations include emotional motivation and moral motivation,which expand the connotation of maximizing the rational hypothesis.From a more comprehensive perspective,tourists' pro-environmental behaviors may be more affected by emotional and moral motivations.At the level of the specific variables,cognitive attitudes,perceived behavior control,social norms,personal norms,and positive emotions can effectively drive tourists' pro-environmental behaviors.In particular,positive emotions have a core driving effect on tourists' pro-environmental behaviors.They can not only directly affect tourists' pro-environmental behaviors,but also regulate the impact of rational and moral motivations on tourists' pro-environmental behaviors.(4)According to the analysis of field research data,the influence mechanism of rational,emotional and moral motivations on tourists' pro-environmental behavior covers a comprehensive interactive relationship among multiple factors,including direct,intermediary,and moderating effects.In addition to direct influence paths,these factors also have multiple adjustment paths.For example,cognitive attitudes play a part in an intermediary role between tourists' perceptual behavior control and pro-environmental behaviors.Personal norms play a complete intermediary role between tourists' social norms and pro-environmental behaviors.This article has discovered the regulatory role of positive emotions,mainly related to the impact of perceptual behavior control,personal norms,and daily green habits on tourists' pro-environmental behaviors.The factors mentioned above act together on tourists' pro-environmental behaviors in the interactive process,providing them with a comprehensive driving force.(5)Based on the analysis of field research data,it is concluded that daily green habits not only directly affect the pro-environmental behavior of tourists but also indirectly affect the pro-environmental behavior of tourists by influencing personal norms.This article comprehensively considers the dual relationship between the tourism situation and the daily situation and finds that the green habit factors in the daily situation have a continuous effect on the pro-environmental behavior of the individual in the tourism context.(6)The experimental data showed that rational motivation,emotional motivation and moral motivation can effectively interfere with tourists' pro-environmental behavior.Based on the experimental data of behavioral decision-making,this studyindicated that the intervention materials dominated by rational motivation,emotional motivation and moral motivation can effectively affect tourists' actual pro-environmental behavior.What's more,the three have different effectiveness,with the emotional intervention higher than the moral intervention and the rational intervention in turn.With the experimental data of neuroscience,this paper analyzed the brain changes presented by near infrared and found that rational,emotional and moral motivations stimulate individual's orbitofrontal cortex,ventromedial prefrontal cortex and right temporoparietal joint area,with significant changes of blood oxygen concentration in these three area.Based on the above analyses,it is proved that all three kinds of motivations can effectively affect tourists' pro-environmental behavior.Among them,the interaction of emotional intervention is higher than that of moral intervention and rational intervention in turn.This conclusion also provides experimental evidence for other conclusions mentioned above.The main innovation points of the current study are as follows:(1)The paper constructs the psychological motivation influence model of tourists'pro-environmental behavior of "Rationality-Emotion-Morality".The paper focuses on the characteristics of tourism context of pro-environmental behavior,and comprehensively interprets the psychological influence mechanism of tourists'pro-environmental behavior from the three-dimensional perspective of"Rationality-Emotion-Morality",thus constructs a comprehensive analysis framework of "Rational-Emotion-Morality" of tourists' psychological motivation of pro-environmental behavior.(2)It is shown that emotional factors play a leading role in the pro-environmental behavior of tourists,and the positive effect of irrational motivation is clarified.The study puts the psychological motivation of tourists' pro-environmental behavior into the theoretical framework of bounded rationality,enriching the hypothesis of rational person in the existing pro-environmental behavior research,clarifying the relative influence effect of irrational motivation on tourists' pro-environmental behavior decision-making,and highlighting the positive effect of individual emotional motivation and moral motivation in tourism context.Compared with the previous theories,the paper examines the specific tourism situational characteristics,and includes the positive emotional experience of tourists in the model,which supports the leading role that emotional factors play in the pro environmental behavior of tourists.(3)The paper explores the use of neuroscience experimental method to study tourist behavior.In this study,the mixed research method of multi-dimensional data test is used to realize the organic combination of large sample,empirical data of synchronic sample,behavioral decision-making experimental data and neuroscience experimental dataand support and verify the psychological motivation model of tourists'pro-environmental behavior from multi-dimensional data sources.Among them,the neuroscience experimental method is tentatively incorporated into the research of tourism behavior,which integrates two data dimensions of self-report and objective measurement,and proposes the research direction of combining self-report and objective measurement,which makes up for the subjectivity of single self-report data,and emphasizes the scientificity of the tourists' psychological motivation of pro-environmental behavior model.