Study On The Identification Antecedents And Spillover Effect Of Tourists' Environmental Protection Behavior

Environmental protection and resource security are important foundations for sustainable development of tourist destination,and tourists' environmental protection behavior is the key to maintain environmental security of tourist destination.However,a large number of tourists lack awareness and recognition of environmental protection behavior.There are misconceptions and lack of environmental protection in identity factors such as role identity and place identity of tourists.This is the cause of repeated environmental damage in tourism.Therefore,it is of great theoretical and practical significance to systematically explore the identification antecedents of tourists' environmental protection behavior and the spillover mechanism for scientifically understanding the antecedents and consequences of tourists' environmental protection behavior.This paper is based on Social Identity Theory,Theory of Planned Behavior and values-beliefs-norms theory.Besides,the paper used the positivism paradigm and questionnaire method to collect and analyze the data,in order to explore and verify the leading influence of role identity and place identity on tourists' environmental protection behavior,and to explore tourists' personal feelings(environmental protection accomplishment and subjective well-being)caused by environmental protection behavior.At the same time,it also analyses the regulating role of moral norms in the influencing mechanism.The field survey was conducted with tourists from Xiamen Gulangyu Island and Hangzhou West Lake as the main object.A total of 373 valid samples were obtained,and data were analyzed based on structural equation model and multi-level regression analysis.The paper found that:(1)Tourists have basic "general tourists" role identity,and environmental tourists also have "environmental protection tourists" role identity and place identity structure.There is a positive correlation and mutual promotion between different levels of identity;(2)The “general tourist” role identity can only positively affect the subjective well-being of tourists,and has no significant impact on the tourists' environmental accomplishment and the environmental protection behavior intention.The “environmental protection tourists” role identity and place identity can positively affect tourists' environmental protection behavior,environmental accomplishment and subjective well-being.Both dimensions of tourists' environmental behavior can positively influence tourists' environmental accomplishment and subjective well-being;(3)Ordinary environmental protection behavior can completely mediate the impact of “environmental protection tourists” role identity on environmental accomplishment,can partially mediate the impact of place identity on environmental accomplishment and subjective well-being.The high-level environmental protection behavior can partially mediate the impact of “environmental protection tourists” role identity on environmental accomplishment and completely mediate the impact of “environmental protection tourists” role identity on the subjective well-being.Besides,it can also partially mediate the impact of place identity on environmental accomplishment and subjective well-being;(4)The moral norm can also enhance the positive impact of “environmental protection tourists” role identity and place identity on the ordinary environmental protection behavior.This paper hold that tourists' environmental protection behavior needs the interaction of "push" and "pull",and puts forward: First,to realize the change from "general tourists" role identity to "environmental protection tourists" role identity,so as to enhance the intrinsic motivation of tourists to implement environmental protection behavior;Second,to promote the establishment of place identity and link between tourists and destination,to provide external motivation for tourists to implement environmental protection behavior;Third,to make full use of the pressure and promotion of moral norms.To establish an atmosphere system conducive to moral expression.Based on this,the paper puts forward specific strategies and suggestions.