Influence mechanism of tourists' environmentally responsible behavior in ethnic villages

With the economic development and multicultural exchange of ethnic villages,more and more ethnic villages have embarked on the road of tourism to become rich,but also brought the problem of ecological pollution.Few existing literatures discuss how to alleviate the ecological pollution in ethnic villages from the perspective of tourists’ environmentally responsible behavior.In the context of ethnic villages,from the perspective of integration and the attitude-context-behavior theory,this paper constructs an EV-ABC-TERB model with four variables,namely environmental attitude,local atmosphere,emotional experience and tourists’ environmentally responsible behavior,to explore the characteristics,influencing factors and influencing mechanism of tourists’ environmental responsibility behavior in ethnic villages.Taking Xijiang Hmong Village as the research case,questionnaire survey method and structural equation model method were used.The results show that environmental attitude positively affects emotional experience and tourists’ environmentally responsible behavior.Local atmosphere positively influences tourists’ environmentally responsible behavior.Emotional experience negatively affects tourists’ environmentally responsible behavior and plays an intermediary role in the way that environmental attitudes affect tourists’ environmentally responsible behavior.The influence of environmental attitude on emotional experience is negatively regulated by local atmosphere.Finally,based on the analysis conclusion,it provides new ideas and inspiration for the sustainable development of the ethnic village tourism.