SCIENTIA GEOGRAPHICA SINICA ›› 2018, Vol. 38 ›› Issue (8): 1337-1345.doi: 10.13249/j.cnki.sgs.2018.08.016

• Orginal Article • Previous Articles     Next Articles

The Factors Affecting the Intention to Exhibit Environmental Behavior by Tourists: A Case Study of Xixi National Wetland Park in Hangzhou

Lili Pan(), Xiaoyu Wang   

  1. School of Tourism and Urban-rural Planning, Zhejiang Gongshang University, Hangzhou 310018, Zhejiang, China
  • Received:2017-10-20 Revised:2018-02-23 Online:2018-08-20 Published:2018-08-20
  • Supported by:
    Social Science Foundation of Zhejiang Province (17NDJC216YB), National Natural Science Foundation of China (41201138), Natural Science of Foundation of Zhejiang Province (LQ12D01002)


A research on tourists’ intention to exhibit environmental behavior based on subjective psychological perspective has great theoretic value and practical significance. Based on the theory of public environmental behavior ‘Value-Belief- Norm Theory’ (VBN) and the ‘Theory of Planned Behavior’ (TPB), this article constructs the influencing factors model of tourists’ environmental behavior intention combined the characteristics of tourism activities. Xixi National Wetland Park in Hangzhou is taken as a case, and the structural equation model (SEM) is employing for data analysis and model validation. The results show that: 1) the intention of tourists' environmental behavior is influenced by the specific environmental attitude, perceived behavior control and the tourism destination image. Among them, the effect of specific environmental attitude is the most prominent, the perceived behavior control is the second, and the tourism destination image is the weakest; 2) Subjective norm acts as a mediator of tourists’ specific environmental attitudes and perceived behavioral control affected by environmental value; 3) The factor of tourism image affect the specific environmental attitude and the tourists’ environmental behavior intention directly. Whether the tourists have the intention to exhibit environmental protective behavior will directly depend on their cognition of the environmental attributes of the tourist sites, the difficulty of implementing environmental behavior and the inherent image of the tourist sites in their minds. And the research result of Xixi Wetland show that stimulating tourists’ specific environmental attitudes can effectively promote tourists’ environmental behavior intention. At the same time, reducing the perceived behavior control is also an effective way. Tourist sites can set up some activities guide tourists’ environmental behavior intention. This study also provides an effective explanation for the implementation of public environmental education. However, the study of tourists’ environmental behavior intention still needs further analysis.

Key words: environmental behavior intention, tourist, influence factor, structural equation model, Xixi National Wetland Park

CLC Number: 

  • F59