Study on the Influence of Host–Guest Interaction on Tourists’ Pro-Environment Behavior: Evidence from Taishan National Forest Park in China
2024
Feifei Lu | Bingnan Wang | Juan Bi | Weiya Guo
This study explores the influence of host&ndash:guest interaction on tourists&rsquo: pro-environment behavior. On the one hand, the experience attribute of host&ndash:guest interaction&rsquo:s influence on tourists&rsquo: experiential value is sorted out. On the other hand, the relationship attribute of host&ndash:guest interaction&rsquo:s activation effect on tourists&rsquo: personal norms is identified. Based on social exchange theory and normative activation theory, a structural equation model was established to depict the transmission mechanism from host&ndash:guest interaction to tourists&rsquo: pro-environment behavior. The data were collected from tourists in Taishan National Forest Park (n = 499). The results indicated that host&ndash:guest interaction quality activated tourists&rsquo: personal norms through consequence awareness, thus promoting tourists&rsquo: pro-environment behavior. Meanwhile, the quality of host&ndash:guest interaction positively influenced tourists&rsquo: pro-environment behavior through emotional experience value. Host&ndash:guest interaction quantity promoted tourists&rsquo: pro-environment behavior by activating personal norms through responsibility ascription. In addition, although frequent host&ndash:guest interactions can enhance the social experience and functional experience value of tourists, the latter two cannot stimulate tourists&rsquo: pro-environmental behavior. This study provides practical implications for promoting the sustainable development of national forest parks.
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