인식가치와 지역애착이 관광객의 친환경 행동에 미치는 영향에 관한 연구

Abstract

China's tourism industry is developing at an increasingly rapid pace, people's cultural and leisure and travel needs are increasing, and the prosperity index of the tourism market throughout China is maintaining a high level. The rapid development of tourism has not only enriched people's spiritual and cultural life, but also brought some challenges, such as environmental damage, depletion of natural resources and ecological imbalance in tourist destinations. Tourists, as the main body of tourism activities, play an important role in tourism activities, and their behaviors and choices directly determine the development direction and future trend of tourism activities. Therefore, compared with the restrictive or even punitive measures taken by scenic spots, it is more feasible to stimulate the pro-environmental behaviors of the tourists themselves, so that they can actively participate in the environmental protection of tourist destinations. In this context, the study of the relationship and mechanism of pro-environmental behaviors of tourists has become a hot topic in tourism science. Based on this, this study takes the Yuantouzhu Scenic Spot in Wuxi City, Jiangsu Province, as an example to explore in depth the perception, influence and governance mechanism of tourism ecological environment. With the rapid development of tourism, the soft-shelled turtle scenic area, as a well-known landscape garden-type scenic spot in the south of the Yangtze River, attracts a large number of tourists, but at the same time, it also faces challenges such as environmental damage and resource depletion. Therefore, it is of great significance to study tourists' perception of tourism ecological environment and its behavioral influence to promote the sustainable development of tourism. This study constructed a theoretical model consisting of perceived value, place attachment, nature empathy and pro-environmental behavior, and explored the interaction mechanism between the variables through literature analysis, questionnaire survey, AMOS26.0 and SPSS27.0 empirical analysis. It was found that environmental value, functional value and cost value had a significant positive effect on tourists' pro-environmental behavior, while the effect of emotional value was not significant. This indicates that tourists are more concerned about the beautiful feeling of the scenic environment, the improvement of function and the reasonableness of cost during their visit, and these factors directly motivate them to adopt pro-environmental behaviors. Place attachment, as an emotional bond between tourists and scenic spots, also has a significant effect on pro-environmental behavior. The research results show that both place attachment and place identity can directly promote tourists' pro-environmental behavior, and place attachment also indirectly affects pro-environmental behavior through place identity. This suggests that tourists are more willing to contribute to the protection of the environment when they have a strong sense of dependence and identification with the scenic spot. Natural empathy plays an important mediating role between place attachment and pro-environmental behavior. It was found that both place attachment and place identification could promote tourists' pro-environmental behaviors by stimulating their natural empathy and then their pro-environmental behaviors. Nature empathy enables tourists to feel more deeply connected to nature during their visit, thus creating a sense of responsibility and mission to protect the environment. Based on the above findings, this study proposes countermeasures and suggestions for the enhancement of tourism ecological environment in the Yuantouzhu Scenic Spot. First, the construction of the basic attributes of the scenic area should be strengthened to enhance the perceived value of tourists. This includes improving service facilities, optimizing tourism routes, and providing rich tourism experiences to meet the diverse needs of tourists. Second, the psychological distance should be drawn closer to strengthen the psychological identity of tourists. By designing a tourism image in line with the values and culture of the scenic spot and carrying out special cultural activities, the sense of belonging and identity of tourists to the scenic spot should be enhanced. In addition, emotional guidance should be strengthened to promote the natural empathy of tourists. The scenic spot can pass on the importance of protecting the natural environment to tourists through a variety of publicity methods, such as WeChat public number, tourism pamphlets, electronic big screen, etc., to stimulate their awareness of environmental protection and sense of responsibility. At the same time, optimizing tourism products to meet the multiple needs of tourists is also the key to enhance the tourism ecological environment of scenic spots. Scenic spots should develop diversified tourism product lines according to the characteristics of different groups of tourists to enhance the popularity and attractiveness of tourism products. From the perspective of government management, laws and regulations related to tourism ecological environment protection should be formulated and improved to clarify the responsibilities and obligations of environmental protection in tourism activities. Strengthen environmental supervision, establish a sound regulatory mechanism, and conduct real-time monitoring and assessment of environmental conditions in scenic spots. Promote environmental protection technologies and concepts, and guide scenic spots to adopt advanced technologies such as energy conservation and emission reduction, sewage treatment, and so on, to reduce the negative impact of tourism activities on the environment. At the same time, it raises public awareness of environmental protection, popularizes environmental protection knowledge through publicity and education, thematic activities, etc., and forms a good atmosphere for the whole society to participate in tourism environmental protection. In summary, this study provides strong theoretical support and practical guidance for improving the quality of tourism ecological environment in Yuantouzhu Scenic scenic spots and promoting the sustainable development of tourism by conducting in-depth research on the perception, impact and governance mechanism of tourism ecological environment in soft-shelled turtle landscape. Future studies can further explore the differences in the perception of tourism ecosystems and their behavioral impacts in different seasons and among different groups of tourists, in order to enrich and improve the relevant theoretical system. Keywords: Tourism Ecological Environment, Perceived value, Place attachment, Pro-environmental behavior, Governance mechanism