TROPICAL GEOGRAPHY ›› 2016, Vol. 36 ›› Issue (2): 237-244.doi: 10.13284/j.cnki.rddl.002824

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Tourists’ Pro-Environmental Behavior in Urban Mountainous Scenic Spot: A Case Study of the Yuelu Mountain

WANG Kai1,2,LI Zhimiao1,XIAO Yan1   

  1. (1.School of Tourism, Hunan Normal University,Changsha 410081,China;2.The Center for Recreation and Tourism Research, Institute of Geographic Sciences and Natural Resources Research,CAS,Beijing 100101,China)
  • Online:2016-03-31 Published:2016-03-31

Abstract: Tourists’ environmental performance has exerted far-reaching influences on the sustainable development of the scenic spot. Converging value-belief-norm theory involving pro-social motives and theory of planned behavior involving self-interest motives, this paper was designed to provide a comprehensive understanding of the formation of travelers' pro-environmental intentions in the Yuelu Mountain which attracted numerous tourists since free-admission policy. Results showed that our unified model for pro-environmental intention was superior to existing theories; Adverse consequences for valued objects had significant positive influence on ascribed responsibility, attitude toward the behavior, perceived behavioral control and subjective norm, whose standardized path coefficients were 0.98, 0.50, 0.70 and 0.66 respectively; Personal norm and subjective norm were the main factors affecting pro-environmental intention whose standardized path coefficients were 0.70 and 0.51 respectively, while the path from attitude toward the behavior and from perceived behavioral control to behavioral intention was found to be not significant. Based on above conclusions, this paper suggests raising tourist’ pro-environmental awareness through strengthening publicity and education from authorities and supervising them from pro-environmental volunteers.

Key words: pro-environmental behavior, urban scenic spot, structural equation model, tourist, the Yuelu Mountain