Investigating The Impact Of The Value Of Tourists’ Environmental Responsibility Behavior On The Behavior Intention

The 20 th National Congress of the Communist Party of China proposed that one of the important features of "Chinese path to modernization" is "the modernization of harmonious coexistence between man and nature".With the rapid development of tourism,the contradiction between human and land has become more and more prominent,and many uncivilized tourism behaviors have brought great challenges to the destination environment.Therefore,how to effectively activate and cultivate tourists’ environmental responsibility behavior(TERB)has become the top priority of destination environmental management.Although there are many related studies,few studies study TERB from the perspective of behavior itself.Based on this,this study constructs a model of the influence of behavior value and moral emotion behind behavior on the intention of TERB.This paper mainly follows the positivism methodology logic of "asking questions-literature review-putting forward assumptions-model construction-research design-empirical analysis-research conclusions-management enlightenment".The main research content includes the following three parts:Firstly,based on a systematic review of existing relevant literature,the concept and dimension division of behavioral value,moral emotion,and TERB were clarified.Using the "cognitive emotional behavior" theory as the basic framework,the impact mechanism among the three was systematically analyzed,and research hypotheses were proposed and a research model was constructed.Secondly,sample data was collected through a questionnaire survey,and data analysis was conducted using statistical software such as SPSS 23.0 and AMOS 21.0 to verify the rationality of the theoretical model and research hypotheses.Finally,the research conclusions and theoretical contributions were summarized,providing targeted countermeasures and suggestions for environmental management of tourism destinations,and pointing out the shortcomings of this study and the prospects for future research.The main research conclusions of this article are as follows.First of all,the study further defines the concept of the value of TERB,and divides the value of TERB into factual behavior value and mapping behavior value based on the relationship between the subject and the object of the behavior value.Secondly,based on the two dimensions of "positive-negative" and "self-others",the research selects the four most typical moral emotions(moral pride,moral guilt,moral elevation and moral outrage),which makes the level of moral emotion more abundant.Finally,the study proved the rationality and validity of the structural equation model and research hypothesis of this study through empirical analysis.Among them,the factual behavior value and mapping behavior value of TERB have a positive impact on moral pride,moral guilt,moral elevation and moral outrage,and at the same time,the four moral emotions have a positive impact on the intention of TERB.The theoretical value of this study lies in the following points.Firstly,the article introduces a new research perspective,that is,from the perspective of behavior itself,to explore the differential impact of behavior value and moral emotion on the intention of TERB,thus further improving the theoretical system of TERB research.In addition,the research is different from the traditional perspective of perceived value,redefines and clarifies the concept and dimension of behavioral value,and provides a certain theoretical basis for subsequent relevant behavioral research.In addition,based on the research findings,the article provides targeted and feasible practical suggestions for environmental management of tourism destinations,with a view to providing theoretical support for further activating and cultivating the intention of TERB.