Personality Traits Or Interpretive Services? a Case Study of Beijing’S Yuyuantan Urban Park, China

Asia Pacific Journal of Tourism Research

ISSN: 1094-1665 (Print) 1741-6507 (Online) Journal homepage: http://www.tandfonline.com/loi/rapt20

Key impact factors of visitors’ environmentally responsible behaviour: personality traits or interpretive services? A case study of Beijing’s Yuyuantan Urban Park, China

Minyan Zhao, Suocheng Dong, Homer C. Wu, Yu Li, Tengwei Su, Bing Xia, Ji Zheng & Xin Guo

To cite this article: Minyan Zhao, Suocheng Dong, Homer C. Wu, Yu Li, Tengwei Su, Bing Xia, Ji Zheng & Xin Guo (2018) Key impact factors of visitors’ environmentally responsible behaviour: personality traits or interpretive services? A case study of Beijing’s Yuyuantan Urban Park, China, Asia Pacific Journal of Tourism Research, 23:8, 792-805, DOI: 10.1080/10941665.2018.1493518 To link to this article: https://doi.org/10.1080/10941665.2018.1493518

Published online: 03 Jul 2018.

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Key impact factors of visitors’ environmentally responsible behaviour: personality traits or interpretive services? A case study of Beijing’s Yuyuantan Urban Park, China Minyan Zhaoa,b, Suocheng Donga,c, Homer C. Wud,YuLia,c, Tengwei Sue,f, Bing Xiaa,c,g, Ji Zhenga,c and Xin Guoh aInstitute of Geographic Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing, 100101, China; bSouthwest Forestry University, Kunming, 650224, China; cUniversity of Chinese Academy of Sciences, Beijing, 100049, China; dNational Taichung University of Education, Taichung, 40306, Taiwan; eBeijing Forestry University, Beijing, 100083, China; fYunnan Forestry Technological College, Kunming, 650224, China; gTourism College, Northwest Normal University, Lanzhou, 730070, China; hManagement Oﬃce of Beijing Yuyuantan Park, Beijing, 100038, China

ABSTRACT KEYWORDS The environmentally responsible behaviour (ERB) facilitates the sustainability of Environmentally responsible tourism destinations. This study aims to identify the key impact factors to promote behaviour; personality traits; visitors’ ERB in urban park and examine the impact mechanism. A total of 567 satisfaction with interpretive visitors were surveyed in Beijing’s Yuyuantan Urban Park. Structural equation service; place attachment; structural equation modelling results indicate that personality traits are the most important factors that modelling; Beijing affect visitors’ ERB, while the effect of how satisfaction with interpretive services plays upon visitors’ ERB using place attachment as a mediator. Openness traits positively affect satisfaction with experiential services and general behaviour. Additionally, implications in urban park management are provided.

Introduction term environment conservation and recreational Why do people’s tourism-based activities have nega- setting. tive impacts on destinations? How to promote Academic researchers indicate that environmen- people’s responsible behaviour for tourism environ- tally responsible behaviour (ERB) in nature-based ment? These questions have become important con- tourism destinations often focus on nature resources cerns to both researchers and administers (Juvan & and large-scale bio-diverse ecosystem (Su & Dolnicar, 2016; Lee, Jan, & Huang, 2015; Swanson, 2017). They often chose wetland, scenic Logar, 2010). Visitors’ improper behaviour may not areas, wildlife protect area, national park, and cultural only result in environmental degradation through heritage as study areas to assess visitor’s environ- waste generation, depletion of wildlife, collect flora mental concerns, recreation involvement, visitor and fauna specimens, but also increase difficulties experiences, destination image, and value perception in destination management such as overcrowding, that affect their behaviours (Atik, 2010; Cheng, Wu, & polluting, damaging tourism facilities, arbitrarily Huang, 2013; Cheng & Wu, 2015; Chiu, Lee, & Chen, inscribing and caving (Chang, 2010; Chen, 2011; 2014b; Han, Lee, & Hwang, 2016). Chiu, Lee, & Chen, 2014a; Su & Swanson, 2017). Unfortunately, the urban green space sustainability Although the result of a single visitor’s unawareness receives lesser scientific or political attention. Urban behaviour may be always ignored, there were 1235 park is one example of urban green space which million visitors in different destinations around the affords individuals nature enjoyment, recreation world in 2016 (World Tourism Organization, 2017). experience, and social interactions (Budruk, Thomas, These combined effects are not positive for long- & Tyrrell, 2009). When ERB occurs in urban park,

CONTACT Yu Li [email protected], [email protected] © 2018 Asia Pacific Tourism Association ASIA PACIFIC JOURNAL OF TOURISM RESEARCH 793 these behaviours may be defined as protect and pre- between personality traits and ERB. The personality serve natural- or human-modified urban environ- trait is an important factor leading the visitor to ments that contain significant amounts of vegetation engage the parking setting and services, while open- (Megha, Heidi, & Timothy, 2009). Assessing the ERB ness to experience is a personality predictor of satis- of urban park can help administrators promote the faction of interpretive services such as visual and sustainable development of recreational settings and verbal information (Correa, Hinsley, & Zúñiga, 2010; improve the scientific supplying of park services. Sojka & Giese, 2001). Interpretive services are commonly used in parks There is a research problem that needs to be and other detestation for information communication, explored: If visitors’ behaviours are influenced by per- to present the knowledge and values of natural and sonality traits which could be both biological and human resource, and to enhance recreation experi- developmental, is it necessary to provide interpretive ence (Ballantyne & Uzzell, 1999; Ham, 2013; Powell & service to communicate persuasive messages and to Ham, 2008). Interpretive services may be guided and provoke reflection in destination? We consider this self-guided depending on the type of services to be necessary from both academic research and practical rendered. Guided interpretive services are those that implications. With the rapid development of urbaniz- facilitate person-to-person information exchange ation in China, visitors entered urban parks for recrea- and sharing, such as guided tours, lectures, and dis- tion and their activities have resulted in negative cussions; self-guided interpretive activities rely on impacts on destinations. Unfortunately, few studies signs, self-guided trails and motor tours, publications, of ERB in urban park context have been conducted exhibitions, and visitor centres (Braun & Dierkes, 2017; in China. Therefore, this study empirically assesses Powell & Ham, 2008). Recently, smartphone and iPad the effect of personality traits and interpretive services are applied in outdoor interpretive programme on ERB among urban park visitors in China. Specifi- (Kacoroski, Liddicoat, & Kerlin, 2016). Due to interpre- cally, this study reaches three main goals: tive purpose, the interpretive media, contents, and places could be varied (Ham, 2013). Effective interpre- (1) identifying the key impact factors to promote visi- tive services influence environmental awareness, tors’ ERB in urban park; environmental attitude, environmental commitment, (2) assessing the impact mechanism of key factors on and even pro-behaviours (Tsang, Yeung, & Cheung, the promotion of visitors’ ERB; 2011). Powell, Vezeau, Stern, Moore, and Wright (3) exploring effective strategies for improving park (2017) conducted a study to evaluate the Junior services based on the results of the study. Ranger program of the Great Smoky Mountain National Park and found that these interpretive pro- grammes had significant immediate influences on Literature review both elaborations as well as stewardship intentions Environmentally responsible behaviour and behaviours (in-park behaviours, home behaviours, and community behaviours). Based on theory of ERB contributes to nature conservation and promotes reasoned action, interpretive service affects human the sustainable development of the natural environ- behaviours through promoting their feeling to ment and responses to climate change (Han et al., specific site, and place attachment is introduced in 2016; Lee, 2011). Tourism destinations provide facili- interpretation research in sustainable tourism (Cheng ties and services help visitors to understand the & Wu, 2015). value of tourism resource and to create environmental Although previous studies have aimed to examine awareness and ERB (Chiu et al., 2014b; Kil, Holland, & human behaviours from the personality perspective, Stein, 2014). Some studies have applied research fra- there is a scarcity of research in tourism context. meworks and conclusions from environmental psy- They have discussed the personality traits which are chology (Mei, Wai, & Ahamad, 2017), social the impact factors that determine individual beha- psychology (Lee et al., 2015), and environmental edu- viours (Allport, 1938) and found that openness and cation (Braun & Dierkes, 2017) to explore the factors conscientiousness were the traits strongly linked to that affect visitors’ ERB. These impact factors were human environmental engagement (Milfont & Sibley, divided into direct factors and indirect factors. Direct 2012). Kvasova (2015) conducted the first survey in factors include environmental sensitivity (Cheng & tourism destination to explore the association Wu, 2015), place attachment (Ramkissoon, Weiler, & 794 M. ZHAO ET AL.

Smith, 2012), community participation (Cheng, Wu, dimensions (including extraversion, agreeableness, Wang, & Wu, 2017), environmental attitude, destina- conscientiousness and neuroticism) of personality tion image (Chiu et al., 2014b), destination attractive- traits could positively influence visitors’ ERB. Thus, ness (Cheng et al., 2013), and environmental we propose the following hypothesis: awareness (Mei et al., 2017). Indirect factors refer to H1: Personality traits directly and positively affect their environmental knowledge (Cheng & Wu, 2015) and ERB. value perception (Chiu et al., 2014b). Place attachment, recreation involvement, and environmental sensitivity have both direct and indirect effects on visitors’ ERB. Satisfaction with interpretive services ERB scales generally reflect the coexistence of a Interpretive services do not only to increase satisfac- single dimension and multiple dimensions and gener- tion and enhance experience but also achieve out- ality and speciality (Halpenny, 2010). Scholars have comes of attitude and behaviour (Tsang et al., classified ERB into general behaviour and specific 2011;Weiler&Smith,2009). These outcomes can behaviours (or particular behaviour). General behav- contribute to satisfaction with interpretive services iour was always concerned, but the specific beha- that is essential for evaluating visitors’ educational viours related to tourism destinations were not recreation experience, which provides a measurable sufficiently emphasized and analysed (Ramkissoon gap between the expected importance and actual et al., 2012). Vaske and Kobrin (2001) studied four performance of setting and services (Zhao et al., general and three specific behavioural indicators 2016). Visitors who have access to more natural that reflect a single environmentally responsible resource interpretive information during their latent construct in an individual’s everyday life. Kim, travel effectively change their attitudes towards Airey, and Szivas (2011) explored the interpretation environmental issues and show a stronger behav- effect on visitors’ general and specific behaviour. Lee ioural intention towards conservation (Ballantyne, et al. (2015) measured the influence of recreation Packer, & Falk, 2011;Lee&Moscardo,2005). experience on general ERB and site-special ERB in Huang, Weiler, and Assaker (2014)conducteda Liuqiu island, Taiwan. To understand the facility or survey of inbound mainland Chinese visitors to Aus- service effectiveness, it is important to study the tralia and found that satisfaction with guided tour specific behaviour in a specific destination. experience directly affects behavioural intention and mediates the effect of cognitive interpretive Personality traits outcome on behavioural intention. Littlejohn, Needham, Szuster, and Jordan (2016) examined visi- Personality traits are the basic characteristics that tors post-trip satisfaction of marine tour interpret- determine individual behaviours. They are formed by ation associated with norm action model that can the long-term influence of the personal growth promote ERB. We posit the following hypothesis: environment (Allport, 1938). However, personality not only defines the behavioural style of subjects H2: Satisfaction with interpretive services directly and positively affects ERB. but also represents relatively stable characteristics (Servidio, 2015). To measure personality traits from To understand visitors’ preference to interpretive different dimensions, Goldberg proposed the Big service, some scholars explores the relationship Five Inventory (BFI) in 1981. McCrae and Costa between satisfaction and personality. Tan and Tang (1985) established the five-factor model (FFM), which (2013) proposed that visitors’ satisfaction with includes five dimensions: neuroticism, extroversion, service varies according to different individual person- openness, agreeableness, and conscientiousness. ality traits. Lin, Wu, and Chen (2006) discussed the Recently, environmental issues have been examined differences between visitors’ personality traits and from the big five personality perspectives, because their satisfaction with interpretive services. With the human behaviours have a great influence on environ- current market segmentation, Kim, Bonn, Lee, and mental challenges. Openness and conscientiousness Hahn (2018) examined the effects of how visitor per- were related to higher level of environmental engage- sonality traits play upon exposition attachment, satis- ment (Milfont & Sibley, 2012) and environmental faction, and revisit intention. Consequently, we posit concern (Hirsh, 2010). Kvasova (2015) found that four the following hypothesis: ASIA PACIFIC JOURNAL OF TOURISM RESEARCH 795

ff H3: Personality traits directly and positively a ect satisfac- According to the above, this study theorizes that visi- tion with interpretive services. tors’ place attachment mediates satisfaction with interpretive services and ERB: Place attachment H6: Place attachment mediates the relationship between Place attachment is an emotional bond between satisfaction with interpretive services and ERB. person and location, which often arises from a Based on the literature review and hypotheses, we person’s experiences (Kyle, Graefe, Manning, & propose the conceptual framework (see Figure 1). Bacon, 2004). Based on the theory of place attachment, scholars focused on analysis of key impacts and formation mechanism of ERB in recent years (Hal- Materials and methods penny, 2010; Jia & Lin, 2015). It has been concluded Study sites that place attachment is a mediating factor for visitors’ ERB (Cheng & Wu, 2015; Cheng et al., 2013). When visi- Yuyuantan Urban Park (39°55’ 8’’ N, 116°19’ 40 “E) is tors have a sense of place attachment to tourism des- located at the centre of Beijing city and is a national tinations, they are more likely to actively engage in AAAA-level tourism destination governed by Beijing environmental protection (Chiu et al., 2014b; Fair- Municipal Administration Centre of Parks (see Figure weather, Maslin, & Simmons, 2005; Walker & Ryan, 2). The park was named after the Yuyuan lake, 2008). Hwang, Lee, and Chen (2005) studied the which was a leisure place for the royal family, and relationships among activity involvement, place has become an important component of Yongding attachment and satisfaction with interpretive service River Diversion Project in Beijing. Nowadays, it is a using structural equation modelling (SEM) and found popular citizen recreation destination with beautiful an indirect and positive influence between place environment, excellent geographical location and attachment and satisfaction with interpretive services. developed transportation, which not only attracts Ramkissoon et al. (2012) conducted a survey in Austra- local visitors but also hosts domestic and inter- lian national parks and found that visitors’ sense of national visitors. The park is divided into four areas: place attachment play a positive role on ERB, and cherry blossom area, wetland area, recreation area, interpretive services can enhance visitors’ satisfaction and cultural exhibition area. The annual cherry to achieve this mediating effect. Thus, this study blossom festival is the most famous for Yuyuantan, hypothesizes the following: which attracted 1.2 million visitors during the 28th annual cherry blossom season in 2016. Unfortunately, ff H4: Place attachment directly and positively a ects ERB the large number of visitors’ irresponsible behaviours

H5: Satisfaction with interpretive services directly and caused environmental, social and economic impacts positively aﬀects place attachment. to Yuyuantan Urban Park, such as picking ﬂowers,

Figure 1. Conceptual framework. 796 M. ZHAO ET AL.

Figure 2. Study area. shaking the flowers for cherry rain photos, climbing . Tours: the “Cherry Blossom of Popular Journey” by the cherry tree, scribbling on the tree, picnicking taking 40–50 minutes interpretive tour that everywhere, and littering carelessly. The visitors’ includes identifying features of different varieties, improper behaviour outcomes degraded the cherry learning cherry growth characteristic, and sharing planting environment, reduced others’ recreation Chinese ancient poems. experiences, and furthermore affected the sustain- . Volunteers: volunteers who come from Beijing For- able development of urban park. These similar estry University interact with the visitors through phenomena that occurred at other destinations sharing cherry blossom knowledge or telling inter- have attracted the attention of the China National esting stories that focus on the outcomes of inap- Tourism Administration, which issued “the temporary propriate behaviour. management methods of tourist uncivilized behav- . Trial walk: visitors walk along thematic trails by self- iour” in 2016 (CNTA, 2016). It states to provide inter- guided signs and brochures. pretive service to help improve visitor knowledge, . Activities: various activities connect with visitors’ environmental awareness, and to encourage ERB five senses (viewing, hearing, smelling, tasting, (He, Hu, & Su, 2017). and touching) such as photography exhibition, Yuyuantan Park Management Office organized the forest concert, food tasting, handcraft, and natural “enjoy your journey responsibly” interpretive services painting. during cherry blossom festival in 2016. The service was with the purpose to inspire visitor’s interest to connect with cherry, inform the natural knowledge Research instrument and cultural value, guide the right way to appreciate and understand, and take responsible action to our The research instrument was developed consisting of cherry blossom beauty. Four individual interpretive latent variables of personality traits, satisfaction with services were offered at cherry blossom area of interpretive services, place attachment, and environ- Yuyuantan Urban Park. mentally responsible behaviours. Due to time ASIA PACIFIC JOURNAL OF TOURISM RESEARCH 797 constraints, we undertook a pilot survey before a Sampling and surveying formal survey from the 1st March to 10th March The target respondents were visitors who used inter- 2016. Totally we collected 43 usable questionnaires. pretive services at the cherry blossom area in Beijing’s We analysed the questionnaire items by Amos 22.0 Yuyuantan Urban Park during the 28th Cherry software following the confirmatory factor analysis Blossom Festival from 23 March to the end of April (CFA) procedures that were recommended by Lee 2016. The respondents were sampled through a sys- et al. (2015). Some items with unacceptable criteria tematic sampling method that chose one out of were deleted. Thus, two items that assessed satisfac- every 20 visitors as they arrived at the park entrances. tion with interpretive service and two items for ERB The five trained research assistants asked the respon- were removed. In addition, three scholars who special- dents if they intended to participate in the “enjoy your ize in interpretation and tourism were invited to revise journey responsibly” interpretive services. If they and improve items of the questionnaires. replied yes, the research assistants introduced the The final questionnaires included two main sec- research goals and pre-surveys and post-surveys tions. Each item of the first section of questionnaire requirements to them. Pre-surveys were conducted was divided into five degrees of “strongly agree,” to complete the demographic characteristics form. “agree,”“neutral,”“disagree,” and “strongly disagree,” Post-surveys were administered at the park exits to and item responses were scored on a 5-point Likert those who had just experienced the interpretive scale. The first section included items designed as service and request them to continue to complete the following: others items of personality traits, satisfaction with interpretive service, place attachment, and ERB. The . Personality traits (15 items, a 5-point scale). Based respondents took approximately 20 minutes to com- on Costa and McCrea (1985), the personality trait plete questionnaires including 5 minutes to pre- scale was divided into neuroticism (3 items), extra- survey and 15 minutes to post-survey. Totally 700 version (3 items), openness (3 items), agreeable- questionnaires were administered, and 567 usable ness (3 items), and conscientiousness (3 items). questionnaires were received, and 18 refused to fill The higher scores in the scale of personality traits in the demographic characteristics form and 115 represent the more positive personality traits. incomplete post-survey. The response rate was . Satisfaction with interpretive services (6 items, each 88.3% due to kind research assistants and, off-peak on a 5-point scale). According to Lee et al. (2015), hours, were awarded gift, and did questionnaire verifi- the satisfaction with interpretive services scale is cations and recording. divided into satisfaction with educational service (3 items) and satisfaction with experiential service (3 items). The higher scores in the scale of satisfac- Measure reliability and validity analysis tion of interpretive service represent that visitors The confirmatory factor analysis was conducted to test are more satisfied. the validity and reliability of the usable questionnaires. . Place attachment (6 items). According to Hwang According to Hair, Anderson, Tatham, and Black et al. (2005), the place attachment scale includes (1998), four variables meet the Cronbach’s α for sub- place identity (3 items) and place dependence (3 dimensions, and the dimension construct reliability items). The higher scores in the scale of place was above 0.7, which means satisfying the basic attachment represent the stronger sense of place requirements for internal consistency (see Table 1). attachment. Factor loading falls in 0.50–0.95, which is significant . ERB (6 items, a 5-point scale). Based on the scale by (p < .001) (Bagozzi & Yi, 1988). Composite reliability is Cheng and Wu (2015), the ERB scale is divided into above 0.6, illustrating good reliability for research general behaviours (3 items) and particular beha- requirement. Finally, the corresponding of the viours (3 items). The higher scores in the scale of average variance extracted (AVE) between the dimen- ERB represent the more positive ERB. sions was above 0.50, providing evidence of the good convergent validity of the scale. All intercorrelations The second section refers to demographic charac- were below the benchmark of 0.85, indicating the sat- teristics of respondents, including gender, age, edu- isfactory discriminant validity (see Table 2). According cation, occupation, residence, and visiting purpose. to Fornell and Larcker (1981), the research instrument 798 M. ZHAO ET AL.

Table 1. Outcomes of confirmatory factor analysis. Mean Factor Cronbach’s α R2 Dimensions Items (SD) loading (errors) CR AVE Personality Traits Neuroticism 0.82 0.60 I am relaxed in the park NE1 4.28 0.67*** 0.75(0.25) (0.88) I get upset easily when overcrowding NE2 3.57 0.82*** 0.77(0.23) (1.20) I keep calmly if emergency occurs NE3 4.16 0.82*** 0.77(0.23) (0.76) Extraversion 0.79 0.57 I feel happy when viewing the cherry blossom EX1 4.43 0.52*** 0.73(0.23) (0.78) I like talking with others visitors EX2 3.49 0.80*** 0.74(0.26) (1.18) I like visiting lonely EX3 3.44 0.89*** 0.89(0.11) (1.23) Openness 0.81 0.58 I often try interesting experience OP1 4.26 0.88*** 0.88(0.12) (0.87) I appreciate the poems and handcrafts of cherry blossoms OP2 3.78 0.83*** 0.79(0.21) (0.98) I have a strong thirst for knowledge about cherry blossoms OP3 3.80 0.51*** 0.76 (0.24) (1.03) Agreeableness 0.80 0.57 I am willing to enjoy the blossoms beautiful scenery with others AG1 3.76 0.82*** 0.77(0.23) (1.26) I am very polite to others visitors AG2 4.33 0.57*** 0.73(0.27) (0.75) I will consider the environment conservation problem AG3 4.24 0.85*** 0.72(0.28) (0.87) Conscientiousness 0.78 0.56 I have an accurate tour arrangement and plan to execute it CO1 3.76 0.51*** 0.74(0.26) (1.05) I am not a reliable person sometimes CO2 4.41 0.84*** 0.71(0.29) (0.73) I am a social responsibility person CO3 4.44 0.84*** 0.71(0.29) (0.71) Satisfaction with interpretive services Educational service 0.82 0.66 I learnt a lot knowledge IS1 3.96 0.79*** 0.72(0.28) (0.82) It is a wonderful learning experience IS2 3.84 0.81*** 0.75(0.25) (0.92) It stimulated my interest to learn new thing IS3 3.83 0.83*** 0.79(0.21) (0.95) Experiential service 0.79 0.64 The service pays more attention to my feeling details IS4 4.02 0.77*** 0.79(0.21) (0.79) I felt exciting to attend these activities IS5 3.79 0.80*** 0.74(0.26) (0.89) It is a memorable experience IS6 3.96 0.82*** 0.78(0.22) (0.83) Place Attachment Place identify 0.80 0.58 The interpretive services meet my visiting needs PI1 4.04 0.84*** 0.71(0.29) (0.85) Yuyuantan is the first place that I thought to have cherry blossom PI2 4.51 0.66*** 0.74(0.26) experience (0.72) It is a different experience compared with other parks PI3 4.18 0.77*** 0.80(0.20) (0.88) Place dependence 0.80 0.57 The Yuyuantan cherry blossom festival is a special kind of spring PD1 4.27 0.78*** 0.70(0.30) feeling (0.85)

(Continued) ASIA PACIFIC JOURNAL OF TOURISM RESEARCH 799

Table 1. Continued. Mean Factor Cronbach’s α R2 Dimensions Items (SD) loading (errors) CR AVE I would like to stay here longer PD2 4.23 0.70*** 0.89(0.11) (0.91) I would connect the cherry blossoms with this place in the future PD3 4.43 0.79*** 0.72(0.28) (0.77) ERB General behaviours 0.84 0.63 I will learn more knowledge of nature GB1 3.99 0.81*** 0.75(0.25) (0.94) I will read books and other publications about environment GB2 3.34 0.68*** 0.76(0.24) conservation (1.06) I don’t climb trees, shake flowers, and have a responsibility to GB3 4.68 0.88*** 0.88(0.12) protect the cherry blossoms (0.62) Specific behaviours 0.82 0.61 I will tell my companions not to damage the cherry blossoms and PB1 4.54 0.86*** 0.74(0.26) other vegetation (0.72) I will stop others’ damage behaviours PB2 4.21 0.64*** 0.71(0.29) (0.92) I would like to participate in other interpretive services PB3 4.12 0.83*** 0.78(0.22) (0.91) Notes: All normalized factor loadings are significant; ***p < .001. has an acceptable convergent validity and discrimi- above (15.7%). Their occupations were evenly distrib- nant validity. uted: the respondents were government officials and staff (25.6%), company employees (21.7%), or retired and others (19.4%). Regarding the visitors’ resi- Results dences, 84.5% of respondents were from Beijing; others came from other provinces and abroad. Respondents’ profile Most respondent (60.4%) came for the cherry There were 57.4% female and 42.6% male respon- blossom festival, 18.8% for sightseeing tour, 12.4% dents. Approximately 71.2% of the respondents for recreation and physical exercise, 5.3% for pho- were between the age of 18 and 45. Most respon- tography, 0.9% for researching, and 2.2% for other dents had obtained a bachelor’s degree (65.1%) or purposes (see Table 3).

Figure 3. Final structural model in Yuyuantan Urban Park. 800 M. ZHAO ET AL.

Table 3. Demographic profile of the respondents. Variable N % Gender Male 185 42.6% Female 382 57.4% Age <18 26 4.6% 18–30 215 37.9% 31–45 189 33.3% 46–60 85 15.0% >60 52 9.2% Residence Beijing 479 84.5% Outside Beijing 79 13.9% Abroad 9 1.6% Education Junior High School or below 41 7.2% High School or Technical School 89 15.7% University or College 369 65.1% Graduate School 68 12.0% Occupation Student 88 15.5% Researcher/Teacher 70 12.3% Government Official/Staff 145 25.6% Company Employees 123 21.7% Worker/Farmer 31 5.5% Retired and Others 110 19.4% Purpose Cherry Blossom Festival 343 60.4% Sightseeing Tour 107 18.8% Recreation and Physical Exercise 70 12.4% Photograph 30 5.3% researching 5 0.9% Other 12 2.2% 567 100%

Structural model The SEM was employed to examine the relationships among four variables in this model, and also to esti- mate the correlation of variables. This study focuses on the impact of personality traits and interpretive ser-

cients of the variables and dimensions. vices on promoting visitors’ ERB and evaluates the ffi relationships among personality traits, satisfaction with interpretive services, place attachment, and ERB. The goodness of fit of the structure model was assessed as follows: x2/df = 2.521, RMR = 0.020, RMSEA = 0.052, GFI = 0.957, AGFI = 0.929, NFI = 0.961, TLI = 0.958, CFI = 0.952, indicating an acceptable fit of the structural model, as suggested by Ramkissoon et al. (2012). This result of the goodness of fit can be MeanSD1234567891011 seen in Table 4. cant at the 0.01 level, 2-tailed. fi

Pathway analysis

Means, standard deviations, and correlation coe The path diagram for the ﬁnal model is illustrated in c behaviours 4.29 0.72 .273** .286** .338** .321** .433** .395** .496** .412** .412** .614** 1.000 ﬁ Figure 3. In this study, there are six proposal paths,

NeuroticismExtraversionOpennessAgreeablenessConscientiousnessEducational service 4.00Experiential service 3.79Place identity 4.20 4.11Place 3.95 3.88 dependence 0.88General 3.92 0.78 behavioursSpeci 1.05 1.26 0.87 1.000 0.90**Correlation 4.31 is signi 308** 0.84 4.24 4.00 .411** .238** .458** .187** 0.85 .212** 1.000 0.85 0.94 .326** .223** .528** .201** .453** .236** .498** .402** .465** .328** .222** 1.000 .433** .343** .476** .420** .514** 1.000 ﬁ .299** .588** .350** .515** .476** 1.000 .332** .311** .452** .304** .412** 1.000 .420** .415** .347** .480** .293** 1.000 .357** .363** .419** .340** .465** .688** .466** 1.000 1.000 .456** 1.000 Table 2. including ve direct paths and one indirect path. ASIA PACIFIC JOURNAL OF TOURISM RESEARCH 801

Table 4. Goodness-of-ﬁt test for the structural model. Indices x2/df RMR RMSEA GFI AGFI NFI TLI CFI Criteria <3 <0.05 <0.08 >0.90 >0.90 >0.90 >0.90 >0.90 Model ﬁt 2.521 0.020 0.052 0.957 0.929 0.961 0.958 0.952 Results Yes Yes Yes Yes Yes Yes Yes Yes

There were five direct paths. Personality traits sig- for visitors’ ERB, and the interpretive service also pro- nificantly and positively influenced ERB (β = 0.74, vides positive and indirect affect to enhance visitors’

C.R. = 7.38, p < .05); thus, H1 was supported. Satisfac- place attachment and promotes ERB. tion with interpretive services did not influence visitors’ ERB (β = −0.003, C.R. = −0.046, p > 0.05); thus, H2 was rejected. Personality traits directly and positively Discussion ff β a ect satisfaction with interpretive services ( = 0.57, The question of which impact factor is key to the visi- C.R. = 8.406, p < 0.05); thus, H3 was supported. Place tors’ ERB of urban park has been assessed in this study. fl β attachment directly and positively in uenced ERB ( Based on previous studies and practice observation, = 0.13, C.R. = 5.552, p < .05); thus, H4 was supported. personality traits and interpretive services were pro- Satisfaction with interpretive services directly and posed as two critical variables but have not been dis- fl β positively in uenced place attachment ( = 0.37, C.R. cussed simultaneously among urban green space- = 7.306, p < .05); thus, H5 was supported. based visitors. Moreover, the place attachment has One indirect path was examined by the mediating been examined to directly affect visitors’ ERB and ff e ect, as proposed in this study. Place attachment also could be promoted through satisfactions with mediated the relationship between satisfaction with interpretive outcomes/experience. This study devel- β interpretive services and ERB ( = 0.37 × 0.13 = oped a comprehensive theoretical model with person- 0.0481, p < .05); thus, H6 was supported. ality theories, interpretation theories, place attachment theory and behaviour theories, and focused on Chinese visitors’ environmental respon- ff Total e ects analysis sible behaviour in urban park context that seldom According to Table 5, three effect paths have impor- has been discussed (Megha et al., 2009). The study tant and effective impacts on visitors’ ERB. The two provides some fresh insights into the more meaning- direct paths are: “personality traits → ERB” and “place ful information for urban destination management attachment → ERB”. The total direct and positive professionals. effects are 0.87 (0.74 + 0.13). The indirect path is: “satisfaction with interpretive services → place attach- Conclusions ment → ERB”. The total indirect and positive effects are 0.048. The total effect is 0.918, which reveals that This study proposed six theoretical hypotheses, and the effects of the direct paths are more significant establishes theoretical models of the variables of per- than those indirect paths (0.87 > 0.048). ERB is trig- sonality traits, satisfaction with interpretive services, gered by personality traits, satisfaction with interpre- place attachment, and ERB. The data were collected tive services using place attachment as a mediator. from 567 visitors at Beijing’s Yuyuantan Urban Park In other words, personality traits are the key factors during the Cherry Blossom Festival. The SEM findings reveal the key factors and effect paths of promoting visitors’ ERB at urban destinations. The results pre- Table 5. Paths of effect of ERB. sented the total impact on the promotion of visitors’ Direct Indirect Paths of effect effect effect ERB including the direct impact and indirect impact.

H1 personality traits→ERB 0.74 – Based on the above analysis, we could reach three – H2 satisfaction with interpretive × conclusions. services→ERB fi → – Firstly, the nding showed that personality traits H4 place attachment ERB 0.13 ’ H6 satisfaction with interpretive – 0.048 play the most important role shaping visitors ERB services→place attachment→ERB while interpretive services play an indirect and Total effects = 0.74 + 0.13 + 0.048 = 0.918. complex role. It contributes to the environmental 802 M. ZHAO ET AL. psychology literature, especially on the sustainable explore the relationship between personality traits visitors. Visitors’ ERB is related to personality traits and visitors’ preferences regarding interpretive knowl- that are formed by long-term accumulation, which is edge, facilities and activities. consistent with previous studies of foreign visitors in Cyprus (Kvasova, 2015). The study provides an objec- Implications tive and profound framework for urban park administers to investigate the relationship between visitors’ This study found that personality traits are the main personality traits and general and specific behaviours. impact factor on visitor’ s ERB in urban park, while Secondly, the effect of how satisfaction with inter- the satisfaction with interpretive services plays an pretive services plays upon visitors’ ERB using place indirect role in promoting positive behaviours. Inter- attachment as a mediator. Many scholars have pretive service really can lead to knowledge, attitude, drawn the similar conclusion that place attachment and behaviour (Ballantyne, Packer, & Sutherland, 2011; is a mediator between visitors’ satisfaction and their Powell & Ham, 2008). This study results contribute to behavioural intention (Brown, Smith, & Assaker, provide an effective approach for interpretive services 2016; Jia & Lin, 2015; Zenker & Rütter, 2014). When it designing and supplementing which meet manage- comes to interpretive service, place attachment is ment goals of tourism destinations. Thus, it is a valu- evoked by interpretive services for natural and cultural able research for the Yuyuantan Urban Park resources knowledge in resulting in enhancing place administration to promote interpretive services from identity and place dependence (Kim, Lee, & Lee, the fresh insight of individual personality traits. 2017). This study found that place identify is a key This study suggests that interpretive services mediator to the association of satisfaction of experien- should be provided in accordance with visitors’ per- tial interpretive services and general behaviour in sonality traits. Interpretive services are often classified urban park. The results of this study are not well by age, education, residence, and other demographic aligned with Huang et al. (2014)’s research that characteristics. A pre-visit survey of personality traits found satisfaction with a guided tour experience could be conducted when visitors’ make online reser- directly affects behavioural intention, although this vations (Kotoua & Ilkan, 2017). Visitors with high open- study examined the moderating role of place attach- ness would be given more attention to their ment. Based on customer satisfaction theory, Huang preferences of interpretive services. They would lead et al. defined “word-of-mouth intention” and “behav- their family and friend to attend interpretive pro- ioural loyalty intention” terms in measuring “behav- gramme and seek different experience. Furthermore, ioural intention” to serve the study purpose of how satisfaction with interpretive services should be satisfactions affect return intention. This study accord- improved by enhancing experiential facilities and ing to place attachment theory and behaviour theory guided tour activities (Juvan & Dolnicar, 2016). emphasizes on the interpretive services affecting visi- Various thematic activities should be combined with tors’ place dependence and place identity and further cherry blossom resources using the five senses promoting general behaviours and site-specific (taste, sight, touch, smell, and sound). Guided maps behaviours. would not only disperse the crowds during the peak Finally, different personality traits have a direct period but also help visitors learn more about the effect on visitors’ acceptance and evaluation of inter- plants (Zhao et al., 2015). Visitors could receive pretive services. The result of openness trait that cherry-themed gifts when they collect all the stamps affects visitors’ satisfaction of experiential service is on the map. After satisfaction has been enhanced, visi- consistent with Milfont and Sibley (2012) research tors’ place attachment towards a specific place should finding that openness to experience is the trait most be promoted. The Yuyuantan administration should strongly linked to environmental engagement. A design interpretive signs, booklets, guided tours, and person with a high level of openness will seek out online material to spread knowledge about cherry new, unconventional and unfamiliar experiences, blossom protection and to help visitors establish a cor- and have a greater intention to accept interpretive ser- relation between their daily life and the cherry vices and contact with the interpreter, and they may blossom culture. Finally, the objective evaluation of have more satisfaction with the experiential interpre- interpretive services could be considered including tive programme (Oviedo, Castellanos, Vega, & Orgaz, general environmental behaviours and specific 2016; Tan & Tang, 2013). A future study could environmental behaviours which represent the ASIA PACIFIC JOURNAL OF TOURISM RESEARCH 803 visitors’ intention of ERB. Specific environmental beha- Ballantyne, R., Packer, J., & Sutherland, L. A. (2011). Visitors’ mem- viours in urban park should be encouraged and ories of wildlife tourism: Implications for the design of power- – guided. ful interpretive experiences. Tourism Management, 32, 770 779. Ballantyne, R., & Uzzell, D. (1999). International trends in heritage and environmental interpretation: Future directions for Limitations and future research directions Australian research and practice. Journal of Interpretation – This study has limitations, due to the data that were Research, 4(1), 59 75. Braun, T., & Dierkes, P. (2017). Connecting students to nature – collected from Beijing Urban Park of China. A survey How intensity of nature experience and student age of various detestations could not be conducted. influence the success of outdoor education programs. Thus, the findings cannot be generalized to the Environmental Education Research, 23, 937–949. entire tourism destinations, let alone the differences Brown, G., Smith, A., & Assaker, G. (2016). Revisiting the host city: of natural and culture tourism resource. During the An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the peak period of the Cherry Blossom Festival, the London Olympics. Tourism Management, 55, 160–172. response/refusal rate could not be determined, and Budruk, M., Thomas, H., & Tyrrell, T. (2009). Urban green spaces: A non-response bias could not be measured. However, study of place attachment and environmental attitudes in the results indicate some similarities between the India. Society & Natural Resources, 22(9), 824–839. ff fi respondents’ demographic characteristics and provin- Chang, L. C. (2010). The e ects of moral emotions and justi ca- ’ fl ’ fi tions on visitors intention to pick owers in a forest recreation cial statistics as well as respondents pro les in pre- area in Taiwan. Journal of Sustainable Tourism, 18, 137–150. vious studies on visitors to Beijing. Future research in Chen, C. L. (2011). From catching to watching: Moving towards this field could involve multiple tourism sites or quality assurance of whale/dolphin watching tourism in surveys of resource contexts to identify the impact Taiwan. Marine Policy, 35(1), 10–17. of interpretive media on the promotion of ERB. Cheng, T. M., & Wu, H. C. (2015). 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