Tropical Geography ›› 2021, Vol. 41 ›› Issue (1): 104-113.doi: 10.13284/j.cnki.rddl.003306

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The Paradox between Tourists' Environmental Responsibility Behavior and Willingness from the Perspective of Rational Integration: Based on the Logistic-ISM Model

Zhengliang Duan(), Zhen Peng, Zuo Yang(), Qing Bao, Lien Nguyen Thi   

  1. Tourism Academy, Hunan Normal University, Changsha 410081, China
  • Received:2020-04-23 Revised:2020-10-09 Online:2021-01-05 Published:2021-02-19
  • Contact: Zuo Yang;


Currently, little research exists on the deviation phenomenon between tourists' environmental responsibility behavior and theoretical willingness. Based on a field survey of 447 tourists visiting Yuelu Mountain, this study used the extended theory of planned behavior combined with a logistic regression model to analyze the factors that affect this deviation phenomenon, and further employed the Interpretative Structural Modeling Method to analyze the logic relationships between these factors. From the logistic regression results, it was found that the basic characteristics of tourists, such as age, gender, and education level; behavioral attitudes in rational cognition and perceived behavior control; positive and negative environmental emotions; and seven other factors caused a deviation away from their environmental responsibility behavior and willingness. The better the tourists' behavioral attitude, perceived behavioral control and other related rational cognition, the lower the possibility of deviations. Both positive and negative environmental emotions of tourists have negative effects on dissonance. The stronger the related environmental emotions are, the lower the possibility of dissonance is. The higher the age and the higher the education level, the more consistent the tourists' environmental responsibility behavior and intention; In terms of gender, male deviation is higher than female. From the results of the Interpretative Structural Modeling Method, tourists' gender, education level and age are the deep root problems, and through the tourists' behavior attitude and perceived behavior control two intermediate factors and two surface direct factors of positive environmental emotion and negative environmental emotion, causing the tourists' actual behavior and environmental responsibility behavior intention conflict. Therefore, it can be inferred that rational cognition plays an important mediating role in the process of the contradiction between behavior and will, and environmental affective factors are important external influencing factors. The formation of this hierarchical structure is mainly due to the tourists in the implementation of environmental responsibility behavior in the non-customary environment, the occurrence of behavior is the result of a variety of factors. Among the deviant surface factors, the most direct influencing factor is the tourists' positive or negative environmental emotion towards the destination, which indicates that tourists' environmental responsibility behavior is influenced by the intuitive environmental emotion. This provides a new research view for studying this deviation phenomenon and a preferable analytical framework, thus enriching and perfecting the theory system of tourists' environmental responsibility behavior to a certain extent. At the same time, this research proposed adding two major factors, positive and negative environmental emotions, to the theory of planned behavior to analyze the deviation phenomenon of tourists' environmental responsibility behavior and willingness, from the perspective of the integration of emotion and reason, which means combining rational cognition with environmental emotion, thereby providing a new entry point for the study of tourists' environmental responsibility behavior. The management implications of this study are as follows: firstly, tourism destination managers should pay attention to tourists' emotional appeal and resonance, and be good at stimulating tourists' environmental emotions. Secondly, tourism destination managers can stimulate tourists' sense of urgency to adopt environmentally responsible behaviors through the publicity and education of environmentally responsible behaviors. Finally, tourism destination managers can reduce the time and physical cost of tourists' environmental responsibility behavior through reasonable allocation of cleaning facilities.

Key words: environmental responsibility behavior, deviation, rational integration, Environmental emotion, Logistic-ISM model, the Yuelu Mountain scenic spot

CLC Number: 

  • F592