Research on Relationship Between Image Perception, Place Attachment and Tourists' Pro-environment Behavior

Abstract

Ice and snow tourism, as a special way of tourism, is booming with the continuous development and utilization of ice and snow tourism resources in the world. China is rich in ice and snow tourism resources. In recent years, the ice and snow tourism industry has developed rapidly. However, problems such as ecological destruction and over-exploitation of resources have become increasingly prominent. In this context, pro-environment behavior has become an important means to alleviate the environmental pressure of ice and snow tourism destinations; At the same time, research on the relationship between the perceived image of ice and snow tourism destination, place attachment and tourists' pro-environment behavior has important theoretical value and practical significance for promoting the sustainable development of ice and snow tourism, enhancing tourists' environmental awareness and responsibility, and improving the image and attractiveness of ice and snow tourism destination. Based on the cognitive affective theory, place attachment, etc., and on the basis of literature research, this thesis proposes several hypotheses, constructs conceptual models, develops or cites corresponding measurement scales for the relationship among the four variables of cognitive image, emotional image, place attachment and pro-environment behavior, and takes Chongli Ski Resort as a case for empirical research. Using questionnaire survey data, the structural equation model of 264 valid questionnaires was analyzed to suggest the influence mechanism of cognitive image, emotional image and place attachment on tourists' pro-environment behavior. The findings are as follows: (1) Cognitive image has significant positive effects on affective image, place attachment and pro-environment behavior, and affective image and place attachment can mediate this process; (2) Emotional image has a significant positive impact on place attachment and pro-environment behavior, and place attachment can be used as a mediator to have a positive impact on them; (3) Place attachment has a significant positive effect on pro-environment behavior. As an emotional bond, it connects the emotional connection between tourists and tourist destinations. Accordingly, this study also puts forward the strategy to promote the tourists' pro-environment behavior in Chongli ski Resort in order to promote the sustainable development of ice and snow tourism. Including: (1) to enhance the attractiveness of ice and snow tourism; (2) Enhance the emotional connection between places and tourists; (3) Strengthen environmental awareness education. It is hoped that this study will have some reference value for the improvement of pro-environment behavior of tourists in other similar ice and snow tourism destinations.