Personal Factors Influencing Pro-environmental Behavioral Intentions of Tourists in National Parks: A Case Study of the Potatso National Park

The pro-environmental behaviors of tourists in national parks are of great significance to ecological protection. This paper was designed to provide a comprehensive understanding of the formation of tourists' pro-environmental intentions in a national park context by merging the value-belief-norm theory and the expectancy theory into one theoretical framework, and uses structural equation modeling to verify theoretical hypotheses based on 382 valid questionnaires of tourists in Potatso National Park of China. The results show that personal norm and expectancy positively affect the intention of pro-environmental behavior. As a whole, the prosocial psychological factors (biospheric value, ecological worldview, awareness of consequences, ascription of responsibility, personal norm) and the self-interested psychological factors (valence, instrumentality, expectancy) jointly promote tourists' pro-environmental behavior intentions. This study summarizes and verifies the prosocial and self-interest factors to improve tourists' pro-environmental behavior intention, provides a useful reference for formulating effective guidance strategies for tourists' pro-environmental behavior and sustainable development strategies of natural tourism destinations, and promotes the smooth implementation of China's green and low-carbon development national strategy.