摘要
Under the joint influence of the tourism boom brought by the Hangzhou Asian Games and the concept of"green mountains and clear waters are as valuable as mountains of gold and silver",research on tourists'pro-environmental behavior has become particularly important.This study not only expands the application scope of the Theory of Planned Behavior,but also provides reference for promoting the brand of Xixi Wetland The study takes the Xixi Wetland in Hangzhou as a case study,with scenic tourists as the research subjects.Through questionnaire surveys,first-hand information was obtained,and the sample was analyzed using SPSSPRO software.Structural equation modeling analysis was also completed using SPSSPRO software.Research has shown that:(1)environmental responsibility has a positive impact on pro-environmental behavior intentions;(2)Local attachment positively influences pro-environmental behavior intentions;(3)Tourists'attitudes have a positive impact on local attachment;(4)Subjective norms have a positive impact on environmental responsibility;(5)Perceived behavioral control has a positive impact on environmental responsibility.This study provides a reference for future research on pro-environmental behavior and the application of planned behavior theory.
基金
supported by the Zhejiang Philosophy and Social Science Planning Project(Grant No.22NDYD23YB).
