Study on the Influence of Host-Guest Interaction on Tourists' Pro-Environment Behavior: Evidence from Taishan National Forest Park in China

This study explores the influence of host-guest interaction on tourists' pro-environment behavior. On the one hand, the experience attribute of host-guest interaction's influence on tourists' experiential value is sorted out. On the other hand, the relationship attribute of host-guest interaction's activation effect on tourists' personal norms is identified. Based on social exchange theory and normative activation theory, a structural equation model was established to depict the transmission mechanism from host-guest interaction to tourists' pro-environment behavior. The data were collected from tourists in Taishan National Forest Park (n = 499). The results indicated that host-guest interaction quality activated tourists' personal norms through consequence awareness, thus promoting tourists' pro-environment behavior. Meanwhile, the quality of host-guest interaction positively influenced tourists' pro-environment behavior through emotional experience value. Host-guest interaction quantity promoted tourists' pro-environment behavior by activating personal norms through responsibility ascription. In addition, although frequent host-guest interactions can enhance the social experience and functional experience value of tourists, the latter two cannot stimulate tourists' pro-environmental behavior. This study provides practical implications for promoting the sustainable development of national forest parks.