A Study On The Relationship Between Perceived Social Responsibility In Natural Scenic Spots,Loyalty And Willingness To Pay

At present,many scholars study on corporate social responsibility.However,in the field of tourism,research shows a relative lack of natural scenics social responsibility and its relationship to the tourists' perception.When various natural scenic spots are pursued for income and profits,we also need to undertake the social responsibility checks in these spots.As natural scenic areas are facing a gradual deterioration of the environment and also there are various tourism fraud problems,the local culture has been gradually swallowed.This circumstance has led to an even more serious problem of sustainable tourism development.This study considers that it is very important to solve these problems.Therefore,this research studies the relationship between tourist perception and their behavior toward social responsibility in natural scenic spots.The research can help us to further understand the perception of tourists on social responsibility,and also enhance the tourists' perceived value of products or services.Due to the fact that tourists come from different continents and countries have different languages,cultural background and/or behavior,their perception of natural resources and emphasis on social responsibility may also be different.In addition,when there's a general increase in price in these spots,we can also understand the relationship between tourists' loyalty and their willingness to pay more for these natural scenic spots governed by the principle of social responsibilityBased on this research,data collected on Phi Phi Islands(National Park in Krabi,Thailand),analyzed by SPSS statistics 22.0 and AMOS24.0.This analysis is based on:the overall performance of the natural scenic social responsibility,influences the tourists' perceived value in various dimensions,their loyalty and willingness to pay;the direct and indirect effects of perceived value on loyalty and willingness to pay;the different of tourists origins and its role on the difference between perceived social responsibility and perceived value of the scenic spots.The conclusions of this study are as follows:the overall performance of CSR has a direct positive impact on perceived value.However,the overall performance of CSR in natural scenic spots has no significant direct positive impact on tourists'loyalty and willingness to pay.This overall performance will have an indirect impact on tourists' loyalty through perceived value,and also indirectly affect the willingness to pay.Perceived value has a mediating effect on the overall performance of social responsibility,loyalty and the willingness to pay.Moreover the tourists' origins have a significant regulating effect on the relationship between CSR performance and perceived value.