How tourists’ perceived environmental value on Wetland Park Tourism influences their pro-environmental behavior

With the rapid development of wetland eco-tourism, tourists play more important roles in wetland tourism resources conservation. Increasing attention has been directed at studies of tourists’ perceived value and there are some existing studies about wetland eco-tourists’ perceived value and tourists’ pro-environmental behavior. However, the relationships between the two has not been examined yet. To fill the gap, this paper is aimed at better understanding the relationships between the two, and how situational factors influence the relationship. Taking Haizhu Lake Wetland Park as a case, a questionnaire survey was conducted. This paper used hierarchical multiple regression/correlation (HMRC) to examine the moderating effects of situational factors. Results showed that tourists’ environmental value perceptions do influence their pro-environmental behavior, and situational factors moderate the relationship between environmental value perception and pro-environmental behavior. Based on the results, proposals were offered to improve tourist’s perceived environmental value and pro-environmental behavior. Meanwhile, some recommendations and references were provided for wetland eco-tourism to realize wetland parks’ sustainable development.