Impact Of Rural Festival Tourism Image On Tourists’ Environmental Responsibility Behavior

Along with the vigorous development of festival tourism in rural and continuous penetration,more and more rural festival tourism destination is faced with the problem of environmental bearing capacity,to solve rural festival tourism rapid development and environmental protection of the two conflicts,both for rural festival tourism destination management has important practical significance,but also to rural festival tourism sustainable development.As the main body of tourism destination activities,tourists play an important role in environmental regulation of tourism destination.The uncivilized behavior of tourists conflicts with the healthy development of rural festival tourism sites and restricts the sustainable development of rural festival tourism.Therefore,how to trigger or drive the environmental responsibility behavior of tourists has become an important topic of academic concern.Taking wuyuan Rape flower Tourism and cultural Festival as a case study,this study explores the influence mechanism of rural festival tourism imagery on tourists’ environmental responsibility behavior based on S-O-R theoretical framework and emotion evaluation theory and attribution theory.In order to better understand the statistical relationship and set relationship among variables,392 tourist questionnaires were analyzed and verified by structural equation model(SEM)analysis,and the assumptions of this research model were discussed,and the antecedent configuration triggering the environmental responsibility behavior of rural festival tourists was discussed through qualitative comparative analysis of fuzzy sets.The main conclusions are as follows :(1)the rural festival tourism image contains two dimensions of cognitive image and emotional image,and the cognitive image of rural festival tourism consists of three sub-dimensions of landscape image,supporting image and activity image.Both cognitive image and emotional image have a significant positive impact on tourists’ environmental responsibility behavior.(2)Rural festival tourism image is an effective way to stimulate tourists’ positive emotions,and both cognitive image and emotional image of rural festival tourism have a significant positive impact on positive emotions.(3)Positive emotions have a significant positive impact on tourists’ environmental responsibility behavior,and tourists’ positive emotions can stimulate tourists’ environmental responsibility behavior.(4)Positive emotions play a mediating role between rural festival tourism images and tourists’ environmental responsibility behaviors.(5)The internal environmental locus of control had a significant positive moderating effect on the relationship between positive emotions and tourists’ environmental responsibility behavior,while the external environmental locus of control had a significant negative moderating effect on the relationship between positive emotions and tourists’ environmental responsibility behavior.(6)When the degree of internal environmental psychological control source of tourists is higher,the positive influence of cognitive image and emotional image of rural festival tourism on tourists’ environmental responsibility behavior will be stronger through positive emotions.(7)Qualitative comparative analysis of four types of antecedent configuration of rural festival tourism tourists’ environmental responsibility behavior is obtained.Finally,this study puts forward some suggestions on the planning,marketing and environmental management of rural festival tourism activities from the aspects of focusing on the shaping and cultivation of rural festival tourism images,cultivating the diversity of tourists’ emotions,strengthening the guidance of tourists’ environmental responsibility behaviors and so on.