Influence of Environmental Values on the Environmentally Responsible Behavior of Ecotourists

The environmentally responsible behavior (ERB) of tourists is of great significance to the sustainable development of destinations. Taking ecotourists as the research object, this study constructed a research model of the environmental responsibility behavior of ecotourists from the perspective of environmental values and empirically tested the interrelationships and mechanisms between variables. The results highlighted four important points. (1) The environmental values and face needs of ecotourists positively influence the environmental responsibility behavior of tourists. (2) The ecotourism face needs play an important mediating role between environmental values and ERB. (3) Group pressure has a significant positive moderating effect on the relationship between the face needs and environmental responsibility behaviors of ecotourists. (4) The constructed research model has good predictive power, explanatory power and cross-validity, among which the need for saving face has the highest impact on the environmental responsibility behavior of ecotourists. The conclusions of this study provide a new research perspective for the environmental responsibility behavior of ecotourists, and they also provide management implications that can help ecotourism destinations to formulate scientific and reasonable strategies for future development.