Earticle

초록

영어

The objectives of this study were to analyze the formation process and mechanism of sustainable business behavior among merchants based on a themed tourism town in China and explicates the establishment of their identity of symbiosis and the internalization mechanism of ecological responsibility through Humanity-Merchant-Company multiple interactions. The Grounded Theory based on materials collected from semi-structured interviews with merchants in Tongmeng Town·Yuanjiacun was applied. As results, the sustainability of merchants' business behavior in the themed town tourism program is influenced by merchants' identity and values, and is closely related to the company's business philosophy and operating mode. Merchants' values are regulated by program management norms and its value education, as well as by their identity, which is a key mediating variable for merchants to develop their sustainable business behavior.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review
2.1 The Practice of Sustainability
2.2 Sustainable Business Behavior in Tourism
Ⅲ. Research Design and Data Collection
3.1 Research Subject
3.2 Research Background
3.3 Data Collection
Ⅳ. Research Methodology and Theoretical Construction
4.1 Research Methodology
4.2 Theoretical Construction
Ⅴ. Findings
5.1 Goal Formation: Merchants’ Development Needs Corresponding to Company’s Business Philosophy
5.2 Behavioral Control: The Regulating Role of Identity
5.3 Goal Adjustment: Internalization of Ecological Operating Philosophy
Ⅵ. Discussion on the Formation Mechanism of Merchants’ Sustainable Behavior and Model Construction
6.1 Mechanism of Symbiotic Identity
6.2 Internalization Mechanism of Ecological Responsibility Awareness
Ⅶ. Conclusion and Discussions
7.1 Conclusion
7.2 Implications
7.3 Research Limitations and Suggestions for Future Research
References

저자

• Yishu Wang [ Master Student, School of English and International Studies, Beijing Foreign Studies University ]
• JianWen Zhang [ Ｍaster Student, School of Tourism, Henan Normal University ]
• Yuxia Tao [ Professor, School of Tourism, Henan Normal University ]
• Shuting Tao [ Assistant Professor, School of Tourism, Henan Normal University ] Corresponding Author

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