Can Anthropomorphic Slogans Awaken Tourists’ Environmental Responsibility Behavior? Experimental Study Based on Frame Effect Perspective

Abstract

The sustainable development of scenic spots have attracted much attention in academic circles, and the influence mechanism of anthropomorphic information framework to guide tourists to enhance environmental responsibility behavior is not clear. Based on the framework theory and prospect theory, the study constructed a theoretical model of anthropomorphic information framework acting on environmental responsibility behavior. The results of three experimental studies showed that: (1) The anthropomorphic information framework could significantly improve tourists’ environmental responsibility behavior, and compared with the positive anthropomorphic information framework, the negative anthropomorphic information framework can significantly improve tourists’ environmental responsibility behavior. (2) Natural empathy played an intermediary role between anthropomorphic information framework and tourists’ environmental responsibility behavior. (3) Self-construal moderated the relationship between anthropomorphic information framework and tourists’ environmental responsibility behavior. Among the interdependent tourists, compared with the positive anthropomorphic information framework, the negative anthropomorphic information framework was more likely to produce stronger environmental responsibility behavior and natural empathy. Among independent tourists, tourists’ environmental responsibility behavior and natural empathy generated by negative anthropomorphic information and positive anthropomorphic information were not significant. Through the above findings, we hope to improve the management level of tourist attractions.