Study On The Influencing Factors Of Tourists' Environmental Protection Behavior Intention In The Wetland Park Around Dianchi Lake Based On An Extended Theory Of Planned Behavior Model

In recent years,the rapid development of tourism has led to increasingly prominent environmental issues in tourism destinations,and sustainable development of tourism and environmental protection issues have attracted widespread attention.From the perspective of "man-land relationship",the environmental problem of tourist destinations is the contradiction between human and land.Tourists are the main body of tourism activities,and their environmental behavior during the tourism process is the key to affecting the environmental quality of tourist destinations.Guiding and stimulating tourists' environmental protection behavior is an important means to solve the environmental problems of tourist destinations and promote the sustainable development of tourism,however,clarifying the influencing factors and formation mechanisms of tourists' environmental protection behavior intentions is its important foundation and premise.Relative researches on the environmental protection behavior of tourists at home and abroad have achieved relatively rich theoretical results,but there are still inadequacy in terms of concept definition,dimension division,and model construction.Therefore,it is of great significance to strengthen the research on the influencing factors and mechanism of tourists' environmental protection behavior intention.Based on the theory of planned behavior,this study combines the perspective of social norm and the perspective of attitude-context-behavior theory,and constructs a structural equation model of the influencing factors of tourists' environmental protection behavior intention,and proposes research hypotheses.Based on the relevant results of domestic and foreign research and the actual situation of this study,various variable scales and questionnaires were designed,and a questionnaire survey was conducted for tourists in wetland parks around the Dianchi Lake.The questionnaire survey recovered 350 valid sample data.Statistical analysis was performed on the data through software such as SPSS and AMOS.Using reliability analysis,factor analysis,structural equation model analysis,hierarchical regression analysis and other methods to explore the relationship between tourists' environmental protection behavior attitude,perceived behavior control,social norm,scenic spots' context and tourists' environmental protection behavior intention.On this basis,put forward relevant suggestions to guide tourists' environmental protection behaviors,and provide guidance for the improvement of scenic spots' environment quality and the sustainable development of tourism.The specific research results are as follows:(1)Tourists' environmental protection behavior intention can be divided into two dimensions: easy implementing environmental protection behavior intention and difficult implementing environmental protection behavior intention.And the formation mechanism of the two types of behavior intention is different.The easy implementing environmental protection behavior intention is driven by internal and external factors,while the difficult implementing environmental protection behavior intention is driven by external factors.(2)Attitude toward the behavior has a significant positive effect on tourists' easy implementing environmental protection behavior intention,but not on the difficult implementing environmental protection behavior intention.(3)Perceived behavior control has a significant positive effect both on tourists' easy implementing and difficult implementing environmental protection behavior intention.(4)Social norm can be divided into three dimensions: descriptive norm,injunctive norm and personal norm.Descriptive norm and injunctive norm have a significant positive effect both on tourists' easy implementing and difficult implementing environmental protection behavior intention.Personal norms have a significant positive effect on the easy implementing environmental protection behavior intention,but not on the difficult implementing environmental protection behavior intention.(5)Scenic spots' context factor can be divided into three dimensions: scenic spots' environmental quality,scenic spots' environmental policy and scenic spots' environmental facilities.These context factors play a positive role in regulating the relationship between behavior attitude and the easy implementing environmental protection behavior intention.(6)The extended model of TPB with the "social norm" variable has better explanatory power than the original model.The explanation variance of the easy implementing environmental protection behavior intention increased from 71%to 76%.The explanation variance of the difficult implementing environmental protection behavior intention from 37%to 41%.