中文摘要：

感知价值是行为意向的关键前置因素，为促使游客表现出更多的环境负责行为，缓解日益凸显的生态景区环境问题，研究生态旅游景区游客的感知价值对其环境负责行为意向的影响意义重大。以张家界国家森林公园为案例地，构建了游客感知价值对其环境负责行为意向影响的结构方程模型。研究发现：（1）生态旅游者的环境负责行为意向包括知识支持、一般负责、经济行动和主动保护四个维度。（2）生态旅游者感知价值中的服务价值、环境价值、情感价值和成本价值均直接显著影响其环境负责行为意向，而功能价值除外。（3）依据路径系数大小，对生态旅游者环境负责行为意向影响程度最高的是服务价值，其次是成本价值和情感价值。基于上述结论，我国生态旅游景区应将生态旅游者的感知价值作为突破口，以改进景区“服务”为工作重心，切实提升服务质量，从而以上升的感知价值促发游客表现出更多的环境负责行为。

英文摘要：

Perceived value is the key leading factor of behavior intention which serves to promote visitors showing more environmentally friendly behavior and to alleviate the obvious ecological scenic problems, studying the influence of eco- tourists＇ perceived value on environmentally friendly behavior intention has great significance. Using National forest park of Zhangjiajie as a case, the article built a structural equation model on the relationship between eco-tourists＇ perceived value and environmentally friendly behavior intention. When using the structural model to test the research hypotheses, the empirical results showed that： （1） Eco-tourists＇ environmentally friendly behavior intention includes four dimensions： knowledge support, general responsibility, economic action, active protection. （2）the dimensions of perceived value, service value, environment value, emotions value, cost value significantly, directly affect environmentally friendly behavior intention, except the function value.（3） According to the path coefficient, to eco-tourists＇ environmentally friendly behavior intention, service value has the top effect, and the next is the cost value and emotion value. Results above indicate that ecotourism scenery should take eco-tourists＇ perceived value as the breakthrough and put scenic ＂service＂ as the focus, Improving the quality of scenic service, then trigger eco-tourists＇ showing more environmentally friendly behavior by dint of the ascending eco-tourists＇ perceived value.