Investigating Sustainable Tourist Activities Based On Value-belief-norm And Identity Theory

Sustainable tourism development is the common target in the whole world,China and Vietnam have been also trying their best to follow this direction.From 21^st century till now,China has called its people to protect the environment and conserve the biological diversity during the journey.Since January 13,2016,in the conference to memento United Nation established 70th anniversary in New York,China has announced“The 2030 Agenda for Sustainable Development”.In the Article 33 of this agenda,the concrete target of sustainable tourism was repeatedly mentioned.To develop better the tourism service industry,in 2011,Vietnam has also passed a resolution with the name as“The 2020 Strategy and The 2030Prospect to Develop Vietnam Tourism”,which was signed by the Prime Minister of Vietnam at that time–Mr.Nguyen Thien Nhan.This resolution emphasized that at the same time of attempting to make tourism industry become the peak economic industry and enhancing the proportion of tourism industry in the Gross Domestic Product（GDP）index,we had to do our best to aim at the sustainable development target to preserve the folk custom cultural value,protect the tourist destination environment,maintain the national defence and national security as well as the social security order.From this we can see that,China and Vietnam are always extremely focusing on the sustainable tourism development,and implementing sustainable tourist activities is the most promoting factor to carry out this target.There have been many writings in China and Vietnam researching sustainable tourist activities and figuring out their affecting factor.In most recent years,“The Identity Theory”has been more and more attended by the scholars,the hypothesis that“identity impacts tourist activities”has been demonstrated and proved many times.However,in the past,the identity mentioned in all essays was often only pointed out some specific tourist type,especially the tourists that owned some distinct religion.But in fact,identity cannot direct the entire social activities only by aiming at any specific phenomenon,it should be analyzed and clarified from the overall characteristics.Hence,applying identity theory to analyze the impact to sustainable tourist activities still can be given more in-depth investigations and studies.Moreover,there were even some writings only examining the impact of identity to sustainable tourist activities and neglecting the impact of other theories,such as the Value-Belief-Norm Theory to tourist activities.Personal value is the root of human actions,but almost all of the writings skipped this factor research.Based on this phenomenon,to stretch out this thesis,writer combines The Value-Belief-Norm Theory and The Identity Theory to investigate sustainable tourist activities and set up the total framework of the relationship among Value,Identity and Sustainable Tourist Activities.To examine the extensiveness and practical use of this framework,writer spreads the investigation by questionnaire in Nanjing city,Jiangsu province in China and in Vietnam’s Hanoi capital,after that,writer uses SPSS Structural Equation Modelling to inspect the result.This thesis researches the impact way from identity and personal value as well as personal norm to tourist activities with the hope to supply a fundamental reference to the sustainable development of tourism industry in both countries.