A comparative study of environmental responsibility behavior in ecotourism from the perceptions of residents and tourists: A case of Qilian Mountains National Park in China

The environmentally responsible behaviors of residents and tourists are great significance to the protection of natural resources and sustainable development of ecotourism. This paper takes China’s Qilian Mountains National Park as the case place. By constructing a theoretical model of perceived value on environmentally responsible behavior and studying the relationship between residents’ and tourists’ perceived value, satisfaction and environmentally responsible behavior from both subject and object perspectives, the study shows that. Educational level and occupational distribution have significant effects on residents’ and tourists’ perceptions of ecotourism environmentally responsible behaviors, but age only has a significant effect on residents’ perceptions of ecotourism environmentally responsible behaviors. Gender differences do not affect residents’ and tourists’ perceptions of ecotourism environmentally responsible behaviors. The theoretical model between residents’ perceptions of environmentally responsible behaviors, environmentally responsible behaviors, and satisfaction was basically confirmed. Perceived environmentally responsible behaviors of tourists does not affect satisfaction. Satisfaction has a positive effect on tourists’ environmentally responsible behaviors. Perceived environmental responsibility of tourists has a significant positive effect on tourists’ environmentally responsible behaviors. The overall level of residents’ perception of environmentally responsible behaviors in ecotourism is higher than tourists’ perception. Residents and tourists have a poor perception of ecological and environmental protection policies. This paper expects to strengthen residents’ and tourists’ perceptions of ecologically responsible behaviors. Establishing the sentiment of satisfaction and commitment to environmental protection motivates residents and tourists to implement environmentally responsible behaviors and contribute to the sustainable development of ecotourism.