Abstract
Effectively regulating and managing the uncivilized tourism behavior of tourists is a key strategy for the sustainable development of tourism destinations. In this paper, the dissonance–neutralization model was proposed by integrating planned behavior, cognitive dissonance, and neutralization theories. Partial least squares structural equation modeling (PLS-SEM) was used to test the impact and effect of this model on the uncivilized tourism behavior of 387 tourists at natural heritage sites. Overall, the research results show the following: (1) Uncivilized tourism behavior is not only determined by behavioral intention and perceived behavioral control. Attitude, subjective norms, and perceived behavioral control also all have a significant influence on behavioral intention. (2) Cognitive dissonance is a parallel predictor of behavior. (3) Neutralization techniques can effectively reduce cognitive dissonance, thus allowing uncivilized tourist behavior to continue.
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