Study On The Relationship Between Environmental Attitude And Environmental Behavior Of Beautiful Rural Tourists In Zhangjiajie

The construction and development of beautiful villages and the implementation of Rural Revitalization Strategy,beautiful rural tourism shows a broad development momentum and space.More and more tourists come to the beautiful countryside,which poses a severe challenge to the ecological environment.While supporting the development of beautiful rural tourism,how to adjust and balance the ecological environment requires a certain understanding of tourists’ environmental awareness,environmental attitude and the relationship and interaction between environmental attitude and environmental behavior..This study takes Zhangjiajie beautiful rural tourism as the research area.Based on the questionnaire survey,this paper deeply analyzes the basic status and correlation between tourists’ environmental attitude and environmental behavior,this paper grasps the overall law of beautiful rural tourists from the two levels of psychology and behavior,and discusses the relevant countermeasures and suggestions for the management of beautiful rural tourists.This study investigated the beautiful rural tourists in Zhangjiajie through questionnaire survey,and obtained a total of 357 valid questionnaires.The current situation and relationship of environmental attitudes and behaviors were analyzed and verified by means of demographic sociological statistics and one-way ANOVA.The main conclusions of this study are as follows:1.Zhangjiajie beautiful rural tourists’ environmental attitude has a significant correlation with environmental behavior.Tourists’ environmental attitude guides environmental behavior,and environmental behavior also reflects tourists’ environmental attitude.2.The demographic variables such as tourists’ gender,age,educational background,monthly income and place of belonging have a certain impact on the environmental attitudes such as "environmental responsibility","supporting rural tourism" and "environmental limit",the occupation has no differential impact on the environmental attitude,and the demographic variables of tourists have no differential impact on "protecting rural environment";The educational background of tourists also has a differential impact on environmental behaviors such as "persuasion behavior" and "management behavior".Demographic variables such as gender,age,occupation,monthly income and place of ownership will not have a differential impact on environmental behavior.Tourists with undergraduate and graduate education have better environmental attitude,female tourists have better environmental behavior,and medium and high-income tourists have better environmental attitude and behavior than low-income tourists.3.Tourists’ environmental attitude also has a significant positive impact on environmental behavior.The more positive tourists’ environmental attitude is,the more positive environmental behavior is.4.We can start with six specific measures,such as giving play to the guiding role of the government,strengthening the education of environmental protection system,expanding publicity with the help of media,customizing services according to needs,introducing enterprises to participate in development,and adopting the "tourism + rural" model,so as to improve environmental attitudes and behaviors and give full play to the application role of the relationship between them,so as to promote the sustainable and healthy development of rural tourism in Zhangjiajie.This study has certain practical value for analyzing the environmental attitude guidance,environmental behavior management and environmental problem-solving path of beautiful rural tourists in Zhangjiajie under the background of ecotourism.