Exploring the Influence of Cultural Identity on Tourists' Behavioral Intention of Environmentally Responsibility

Based on the theory of planned behavior, this study constructs a structural model with involvement as the moderating variable, explores the impact of cultural identity on environmentally responsible behavioral intentions, and conducts empirical research using a questionnaire survey. The results show that: 1) Cultural identity has a significant driving effect on tourists' behavioral attitudes, subjective norms, perceived behavioral control and environmental responsibility behavioral intention; 2) The theory of planned behavior has a significant mediating effect between cultural identity and behavioral intention; 3) For tourists with high involvement, the role of cultural identity is more significant.