Study On The Relationship Among Destination Social Responsibility And Tourist Citizenship Behavior

The rapid development of tourism has brought many dividends to tourist destinations,but the negative impact on the socio-economic,natural environment,and humanities of tourist destinations has also become increasingly prominent.More and more people call on all stakeholders in tourism destinations to actively assume social responsibility and coordinate the relationship between tourism economic development,social equity and environmental protection.In addition to requiring tourism destinations to consciously assume social responsibility,it should also be recognized that without the support and response of stakeholders the destination social responsibility is difficult to last.As one of the most important external stakeholders in tourist destinations,tourists' attitudes affect the enthusiasm of tourist destinations to fulfill their social responsibilities.Some scholars have paid attention to that destination social responsibility has an important impact on consumer loyalty,purchasing behavior and other consumer behaviors,but tourists are not only consumers who are independent of tourist destinations,but also can through feedback,word-of-mouth recommendations,help other tourists acts as an internal "part-time employee" of destination.In today's increasingly competitive tourism industry,tourist citizenship is of great significance to destinations.However,there is no research to explore whether and how the social responsibility of tourist destinations affects tourists' citizenship behavior.Based on this,this study has some theoretical and practical significance to explore the relationship between the two.This article is based on the social exchange theory and social identity theory,it integrates two perspectives of perceived value and destination identification to establish Relational model of the influence mechanism of tourist destination social responsibility on tourist citizenship behavior.An empirical study was conducted on the following two items.The first is whether the destination social responsibility can affect the citizenship behavior of tourists? That is,the research on the impact of destination social responsibility(Social equity responsibility,environmental protection responsibility,and economic development responsibility)on tourist citizenship behavior.Second,how does destination social responsibility affect tourist citizenship behavior? That is,the mediating research based on perceived value and local identity.Taking Wudang Mountain Scenic Area as a case,collect survey data on the spot,use SPSS and AMOS software to test the relationship model and mediation effect,and get the following conclusions: First,the tourist's perceived of destination social responsibility has significant effects on tourist citizenship behavior.The positive impacts of social equity responsibility on tourists' citizenship behavior are the largest,then is environmental protection responsibility,and economic development responsibility has the weakest effect.Second,perceived value plays a part of the mediating role between social equity responsibility,economic development responsibility and tourist citizenship behavior,and has completely mediates between environmental protection responsibility and tourist citizenship behavior.Thirdly,destination identification plays a part of mediating role between social equity responsibility and tourist citizenship behavior,and play a full mediating role between environmental protection responsibility and tourist citizenship behavior.But mediating role in the development responsibility and citizenship behavior is not significant.Finally,according to the conclusion,this study provides four suggestions for how to effectively utilize the positive effect of tourist social responsibility on tourist citizenship behavior in the Wudang Mountain Scenic Spot,promote tourist destinations to improve their management,service quality,and sustainable and healthy development.