Research on the Weakening Mechanism of Brand Hegemony of Tourist Attractions on Tourists ‘ Environmental Responsibility Behavior

DOI

10.2991/978-2-38476-611-6_89How to use a DOI?

Keywords

Brand Hegemony; Self-efficacy; Ecological Values; Environmentally Responsible Behavior; Tourism

Abstract

This paper selects the brand hegemony of tourist attractions as the independent variable, takes the tourists ‘ environmental responsibility behavior as the dependent variable, introduces the self-efficacy as the intermediary variable, and the ecological values as the adjustment variable, constructs the influence model of weakening the tourists ‘ environmental responsibility behavior, and empirically analyzes the weakening mechanism of the brand hegemony of tourist attractions on the tourists ‘ environmental responsibility behavior. The research order of this paper is: concept definition, research framework, research hypothesis, questionnaire survey, data analysis, hypothesis test, management implication, summary and prospect. The conclusion of this paper is that the brand hegemony of tourist attractions has a significant direct impact on the weakening of tourists ‘ environmental responsibility behavior. Self-efficacy has a mediating effect on the weakening of tourists ‘ environmental responsibility behavior in the brand hegemony of tourist attractions, while ecological values cannot significantly regulate the impact of self-efficacy on tourists ‘ environmental responsibility behavior.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 3.0 International License (http://creativecommons.org/licenses/by-nc/3.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wendong Chen
AU  - Yan Yan
AU  - Chenyuan Mao
PY  - 2026
DA  - 2026/09/07
TI  - Research on the Weakening Mechanism of Brand Hegemony of Tourist Attractions on Tourists ‘ Environmental Responsibility Behavior
BT  - Proceedings of the 2026 12th International Conference on Digital Humanities and Frontiers in Social Sciences (DHFSS 2026)
PB  - Atlantis Press
SP  - 817
EP  - 826
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-611-6_89
DO  - 10.2991/978-2-38476-611-6_89
ID  - Chen2026
ER  -