Study On The Driving Factors Of Tourists’ Environmental Responsibility Behavior Based On The Planned Behavior Theory

In recent years,China’s tourism industry has developed rapidly.At the same time that the development of tourism has brought economic benefits to destinations,negative impacts such as ecological environment damage have also occurred.The Ecological environment quality of tourist destinations is closely related to tourists,and improper behaviors of tourists are one of the main factors that cause Ecological environment problems in destinations.Rather than looking for ways to reduce the occurrence of irresponsible behaviors of tourists,it is better to shift the focus to the stimulation and guidance of environmentally responsible behaviors,so as to promote the sustainable development of tourism destination resources and environment.Based on this,this research takes tourists ’environmental responsibility behaviors as the starting point.Through combing relevant literature,it is found that the concept of tourists’ environmental responsibility behaviors is not clear enough,and there are many differences in the division of dimensions.In this context,this study collects texts such as online travel notes and interviews,and uses grounded theory to divide tourists’ environmentally responsible behaviors into compliance environmental behaviors,consumer environmental behaviors,conservation environmental behaviors,and active environmental behaviors.Wait for 4 dimensions,including 14 measurement indicators.After clarifying the dimensions of tourists’ environmentally responsible behavior,the theory of planned behavior is used as the theoretical basis,and the consequence consciousness is incorporated into the theoretical model of planned behavior.The theoretical model of this paper is designed and 18 research hypotheses are proposed.Based on the content analysis,a questionnaire was designed.After that,a formal survey was carried out with the Badaling Great Wall Scenic Spot as a case.The empirical research part used SPSS21.0 for descriptive statistical analysis,reliability and validity tests.With the help of AMOS 22.0 for confirmatory factor analysis and structural equation model analysis,the empirical results basically meet the theoretical expectations,and a total of 16 hypotheses have passed the test.The empirical results show that there is a certain correlation between the consequence consciousness and planned behavior theory.The consequence consciousness has a significant positive impact on environmental attitudes and subjective norms,and the consequence consciousness positively affects tourists’ compliance environmental behaviors,consumer environmental behaviors,Thrifty and environmentally friendly behaviors.Thirdly,it is clear that the driving factors of tourists ’environmentally responsible behaviors,that is,environmental attitudes and subjective norms are positively affecting tourists’ consumption-type environmental protection behaviors,conservation-type environmental protection behaviors and active environmental protection behaviors,and have no significant impact on compliance environmental protection behaviors.Perceived behavior control has a significant positive impact on tourists’ compliance environmental protection behavior,consumption environmental protection behavior,conservation environmental protection behavior and active environmental protection behavior.Finally,based on the results of empirical research,this paper proposes countermeasures to guide tourists ’environmentally responsible behaviors: cultivate tourists’ positive environmental attitudes;rationally interfere with tourists ’subjective norms;reduce the cost of tourists’ environmentally responsible behaviors;Use high-tech means to make tourists aware of the fragility of the ecological environment;establish a reward and punishment mechanism for environmentally responsible behaviors;and green guide the environmental behaviors of tourists.Therefore,this study breaks through the traditional "management regulation" development path,and starts from the cultivation of tourists’ spontaneous environmental responsibility behaviors,and builds a "symbiotic relationship" between tourists and the ecological environment of tourist destinations.