THE IMPACT OF SOCIAL CAPITAL AND ENVIRONMENTAL ATTITUDE ON PRO-ENVIRONMENTAL BEHAVIORS OF RESIDENTS AT TOURIST SITE IN CHINA

Abstract

The growing environmental issues caused by the tourism sector have drawn significant attention to the eco-friendly actions of locals in tourist areas, becoming a focal point for numerous studies. However, there are few studies on Chinese tourist communities as a case study. Social capital affects the attitudes and behaviors of social members through interpersonal networks, group norms and social trust. However, despite its significance, the impact of social capital on the eco-friendly attitudes and actions of those living in tourist destinations is not well understood. This study focuses on the inhabitants of Guilin Scenic Area in Guangxi. Using AMOS software to analyze 372 valid questionnaires, the study reveals that aspects of social capital such as social networks, social trust and group norms directly affect residents' pro-environmental behavior. Furthermore, group norm can influence pro-environmental behavior through the intermediary role of environmental attitudes, which in turn directly and notably impact pro-environmental behavior. Therefore, in order to improve the environmental protection behavior of residents in scenic spots, the government needs to strengthen residents’ environmental communication, formulate and improve environmental protection regulations, and create a social atmosphere in which everyone is responsible for environmental protection. At the same time, it also needs to work hard to help residents establish a positive environmental attitude.