Residents’ environmental conservation behaviour in the mountain tourism destinations in China: Case studies of Jiuzhaigou and Mount Qingcheng

This study aimed at gaining an understanding of the formation of residents’ Environmental Conservation Behaviour (ECB) to promote sustainable tourism development in Chinese mountain areas. In particular, a theoretical framework was constructed by merging residents’ mountain attachment and their environmental values, and awareness of environmental consequences based on the Cognition Behaviour Theory. This research sampled 642 residents with convenience sampling method in Jiuzhaigou and Mount Qingcheng, and structural equation modelling analysis was conducted to identify the relationships among the above variables. Results verified that mountain attachment affected people’s awareness of environmental consequences, which then affected their ECB. Environmental values and mountain attachment directly and positively influenced ECB. Moreover, awareness of environmental consequences played the most prominent role in predicting ECB among all the predictors in this study. In all, this study derived several significant implications which can not only contribute to environmental management policies in tourism field but also help to improve the levels of the antecedents of residents’ ECB and promote sustainable tourism development in Chinese mountain areas.