A Study On Tourists’ Responsible Behavior Intention From The Perspective Of Values

Tourism is known as the largest industry in the world,which can bring many good benefits.But with its in-depth development,a variety of negative impacts will follow.Therefore,a series of "alternative tourism" forms such as eco-tourism,green tourism,ethical tourism emerged as the times require.Although these tourism modes all emphasize protection,they are limited and misleading,and have their specific scope of application.Responsible tourism,as a combination of these terms,covers all forms of tourism,including alternative tourism and mass tourism.It is considered as one of the ways to maximize the positive impact and minimize the negative impact.However,most of the existing studies focus on the contribution of the private sector,the public sector,the voluntary sector and local communities to responsible tourism,often ignoring the contribution of tourists,who are often regarded as part of the problem rather than part of the solution.In order to clarify the issue of "who is responsible for tourism",this study focuses on tourists,trying to understand the impact of values on behavior intention,so as to formulate corresponding policies to promote the development of responsible tourism in China.This study reviews the relevant literature on responsible tourism,the theory of planned behavior and values by using the method of literature research.Based on the theory of planned behavior,values variables are added,relevant hypotheses are put forward and models are constructed.Then,taking Zhangjiajie National Forest Park as a case study,an eight-day field survey was conducted in tourist service centers,Jinbianxi,Yuanjiajie and Yangjiajie with high passenger flow from July 1,2018 to July 8,2018.A total of 600 questionnaires were sent out,549 valid questionnaires were valid,the effective rate was 97.69%.After that,the data are collated and analyzed by SPSS25.0 and AMOS23.0,and a model of tourists’ responsible behavior intention from the perspective of values is constructed.Finally,the main results are as follows:(1)Values have the greatest impact on tourists,responsible behavior intention in the whole model.Among them,"obedience:courtesy,self-discipline,can control their unreasonable desires" is the most important factor affecting tourists’ responsible behavior intention in values.(2)Values have a significant positive impact on tourists’responsible behavior intention.There are two paths to influence tourists’ responsible behavior intention.The first path is that values direct influence on tourists’responsible behavior intention.The second path is that values indirect influence on tourists’responsible behavior intention through tourists’ responsible behavioral attitudes.(3)Tourists’ responsible behavioral attitudes significantly positively affect tourists’responsible behavior intention.However,tourists’ attitude towards "responsible tourism is more suitable for themselves" is weak and their confidence is slightly insufficient.(4)Subjective norms and perceived behavioral control indirectly affect tourists’ responsible behavioral intention through tourists’ responsible behavioral attitudes.Among them," those who have important opinions to me prefer to participate in responsible tourism when I travel" is the dominant factor of subjective norms,indicating that tourists will value the opinions of people around them.According to the research conclusion,this paper puts forward relevant management suggestions from the aspects of strengthening propaganda,exerting the function of education,establishing mutual connection,building green facilities,and perfecting relevant policies to cultivate tourists’ responsible behavior intention.