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| BEHAVIORS FOLLOW THE ENVIRONMENT: ENVIRONMENTAL PERCEPTIONS AND PRO-ENVIRONMENTAL BEHAVIORS OF TOURISTS IN GRASSLAND TOURISM |
| HAN Qiu-chen1, WU Tie-hong2, YI Ru-han3, WANG Jing3,4 |
1. College of Tourism and Service Management, Nankai University, Tianjin 300350, China;
2. College of History and Tourism Culture, Inner Mongolia University, Hohhot 010021, China;
3. College of Economics and Management, Inner Mongolia University, Hohhot 010021, China;
4. College of Tourism Management and Geographic Sciences, Hulunbuir University, Hulunbuir 021000, China |
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Abstract Due to the rapid growth of grassland tourism, many people visit, disrupting the delicate natural environment. Promoting sustainable tourism development may be effectively achieved by guiding tourists to strengthen their environmental perceptions and engage in pro-environmental behaviors. Using Hulunbuir Grassland as a case study, this research employs a grounded theory methodology to conduct qualitative research. Tourists' environmental perception encompasses their cognitive understanding and emotional response. Due to the natural and human environment alteration in grasslands, tourists exhibit distinct proenvironmental behaviors that vary depending on the individual tourism circumstances. This study found that compliant pro-environmental behaviors not only abide by laws and regulations, scenic area regulations, but also abide by ethnic taboos, customs and habits. This paper innovatively puts forward adaptive proenvironmental behaviors. For some tourists who are far away from the grassland and have difficulty in contacting the grassland in the usual environment, they take measures to actively adapt to the natural climate and customs of the grassland. When the tourists integrate and identify with the grassland culture, they will practice the consumption-oriented pro-environmental behaviors. At the same time, tourists will practice friendly pro-environmental behaviors when they interact with beautiful scenery, animals and plants, residents, etc.
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Received: 16 October 2023
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2024, Vol. 39 
