JOURNAL OF NATURAL RESOURCES ›› 2021, Vol. 36 ›› Issue (7): 1760-1776.doi: 10.31497/zrzyxb.20210710

• Special Feature on "Innovation and Development of Red Tourism Resources of China" • Previous Articles     Next Articles

The driving mechanism of awe and pride to tourists' civilized behavioral intention in the development of red tourism resources

LIU Jia1,2(), TENG Jin-ling1   

  1. 1. Management College, Ocean University of China, Qingdao 266100, Shandong, China
    2. Institute of Marine Development, Ocean University of China, Qingdao 266100, Shandong, China
  • Received:2021-02-28 Revised:2021-05-08 Online:2021-07-28 Published:2021-09-28

Abstract:

Under the circumstance that civilized tourism demonstration areas are being built in China, developing the civilized behavior of tourists in red tourism scenic spots is of great significance to promote red tradition, inherit red gene and enable sustainable development of red tourism resources in the new era. Based on norm activation model, prototypical model of awe and social identity theory, considering the carrying forward of the red spirit and the inheriting of the red culture, this paper constructs a theoretical analysis framework of tourists' civilized behavioral intention, including emotional factors of awe and pride, and selects representative red tourism scenic spots, such as Taierzhuang ancient city, Yuelu Mountain and The Former Site of Army Lecture Hall as the case study sites. Then, by using structural equation modeling and hierarchical regression method, it empirically tests the key factors, mechanism and driving paths of promoting tourists' civilized behavior in the development of red tourism resources. The study finds that: (1) In the context of red tourism resources development, the hypothetical relationship between awareness of consequences, ascription of responsibility, moral norm and tourists' civilized behavioral intention is verified. (2) Awe, through employing moral norm, has a significant and positive effect on tourists' civilized behavioral intention. The more the feeling of awe the tourists experience, the more moral responsibility they feel to carry out civilized behavior, and the more possibilities that they will carry out such behavior. Pride has no significant and positive effect on moral norm and tourists' civilized behavioral intention, because the pride experienced by tourists in red tourism scenic spots cannot play a role in promoting tourists' civilized moral responsibility and civilized behavior. (3) The popularity of scenic spots moderates the positive relationship between moral norm and tourists' civilized behavioral intention in a negative way. When scenic spots are popular, the positive effect of moral norm on tourists' civilized behavioral intention is small. Therefore, we should enhance tourists' sense of the negative consequences caused by uncivilized behavior, improve tourists' sense of responsibility and moral responsibility, create a solemn atmosphere of red tourism, to stimulate tourists' feeling of awe, and great importance should be attached to the civilized demonstration in well-known red tourism scenic spots, so as to provide decision-making reference for the sustainable development of red tourism resources in China.

Key words: awe, pride, tourists' civilized behavior, red tourism resources, norm activation model