Environmentally responsible behavior in tourism: an application of S-O-R paradigm in the context of mountain-type national park in China

Mountain-type National Park is a typical representative of China's mountain landscape. With the development of China's tourism industry, Mountain-type National Parks are gradually favored by tourists because of their high tourism value. However, more and more facts show that the development of tourism has a lot of negative effects on Mountain-type National Parks. A series of environmental problems caused by tourists have begun to appear in China's Mountain National Parks and attracted extensive public attention. Therefore, how to take corresponding measures to solve the above problems has become the focus of mountain national park tourism research.
According to the SOR model and combined with the context of Mountain-type National Parks, this study regards the attractiveness of tourism resources and service quality as stimulus, perceived value, awe and place attachment as organism variables, and tourists' ERB as response, and explore the relationship between the three types of variables through empirical research. This study applied a positivist paradigm using theoretical deduction, and hypothesis verification to conduct research design, and to test research hypothesis in order to make inferences and generalize results. Total 392 valid questionnaires were collected by means of convenient sampling. The hypothesis was tested using PLS-SEM.

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