Document Type : Research Paper
Department of Range Management - Faculty of Natural Resources - University of Agricultural Sciences and Natural Resources, Sari, Iran
Department of Range Management, Faculty of Natural Resources, Sari University of Agricultural Sciences and Natural Resources, Iran
Today, with the increase of environmental problems and crises, it has increased the importance of discussion and research on environmental issues. Changes that occur in human behavior in the environment can cause environmental degradation. To prevent environmental degradation, human behavior must change to an Eco-friendly dimension. Achieving behavioral changes in relation to the environment requires understanding people's attitudes toward it. The purpose of this study is to investigate the factors effective the environmentally friendly behavior of tourists in Sorkhabad Savadkuh summer region. The research method was descriptive-survey and the data collection tool was a questionnaire whose validity was confirmed by relevant experts and its reliability was confirmed by using Cronbach's alpha. The statistical population of the study was 110 people, using Cochran's formula, 86 tourists were selected as the sample size. Data analysis was performed using SPSS22 and Smart PLS softwares. The results of the correlation of knowledge, attitude and perception variables showed that there is a significant positive relationship between perception and environmental behavior of tourists (p≤0.01). The results of regression analysis indicate that environmental behavior has a significant relationship at the level of five percent with the perceived variable. According to structural equation modeling findings, the variables of perception, attitude and environmental knowledge affect the behavior variable. In other words, it should be noted that among the factors effective the occurrence of environmental behaviors, tourists' environmental perception has had a higher effect on their behaviors.
Human misuse of nature and its resources has caused many natural ecosystems to face many environmental problems, including climate change, drought, and soil erosion, degradation of wildlife habitats, biodiversity loss, and vegetation loss. To solve these problems, various solutions were proposed, most of which were technological, but today, due to the high cost of these methods, researchers have turned to changing people's lifestyles and behavioral solutions. In the present century, environmental behaviors as one of the most important factors on the environment have been considered by many environmental sociologists. Many scientists believe that the solution to environmental crises should be sought in changing human behavior, attitudes and lifestyles.
In this study, the results of determining the effect of variables affecting the environmental behaviors of tourists in the Sorkhabad region presented. Also, to improve the behavior of tourists, it is necessary to know the effective factors and variables in this field. After reviewing the literature review and the planned behavior model of Ajzen & Fishbein research, the conceptual model of the research was presented. Then, the relationships between four latent Variable (knowledge variables, attitudes and perceptions, environmental behavior) and 32 observed variables were examined to determine the existence or non-existence of a relationship between them.
The research method is survey and the data collection tool is a questionnaire. The questionnaire questions were designed based on the Likert scale of five options and its reliability was calculated through Cronbach's alpha test. The statistical population of Sorkhabad region included 110 visitors, which was determined using Cochran formula, the sample size was 86 people.
Data analysis was performed using Smart-PLS and SPSS software. To test the conceptual model as well as the research hypotheses, structural equation modeling based on the partial least squares method has been used. Structural equation modeling is a technique for analyzing data that is designed to evaluate the relationships between two types of variables (observed and latent variables).
Results and Discussion
The results of correlation test showed that there is a positive and significant correlation between environmental perceptions with environmental behavior, which among the three variables studied, perception with a correlation coefficient of 0.438 has the highest correlation with environmental behavior. For two variables, knowledge and attitude were obtained with a correlation coefficient of 0.211 and 0.218, respectively. In general, it can be said that the studied variables reinforce environmentally responsible behaviors and promote responsibility towards the environment.
The data of the results related to the Regression showed that there is a linear and significant relationship between the two variables of environmental perception and behavior. Also, in total, the variable explains the perception of 0.444 of changes in environmental behavior.
According to the presented results from structural equation modeling showed that there is a positive and significant relationship between the independent variable of perception with the dependent variable of environmental behavior. Perception variable with a path coefficient of 0.768 had the most direct effect on environmental behavior and the path coefficient of two variables of attitude and knowledge were 0.031 and 0.210, respectively. Findings showed that the structural model of the research had an acceptable fit based on the values of fit indices obtained. Therefore, it can be concluded that the model obtained is based on theoretical literature and empirical background and its results were consistent with existing facts. Regarding environmental behavior in rangelands, not much scientific work has been done in Mazandaran province so far, which in turn has a new perspective.
Today, most societies face environmental problems and the root of these problems is in the way humans treat nature and the method of exploiting natural resources. Therefore, to solve these challenges, humans must change their patterns of behavior with natural resources in order to prevent the process of environmental degradation. It is important to be aware of the state of the environment and to examine the process of its changes. It has an influential role in how to manage and provide appropriate solutions to solve environmental problems.Findings showed that the structural model of the research had an acceptable fit based on the values of fitting indices; Therefore, it can be concluded that the obtained model is based on theoretical literature and empirical background and its results were consistent with the existing facts; therefore, it is supported by the collected field data. Regarding scientific behavior in rangelands, not much scientific work has been done in Mazandaran province so far. Which in turn has a new attitude.