Empirical Study on Water Environmental Protection Behavior of Wetland Park Based on NAM

There is a close relationship between the protection of water environment in wetland park and the high-quality development of wetland park. Based on the perspective of collective rational altruism, a conceptual model of tourists’ water environmental protection behavior was constructed by incorporating interpersonal trust into the normative activation theory. 315 tourists from Qi’ao mangrove wetland park in Zhuhai were chosen for analyzed samples, the conceptual model was empirically tested by structural equation model. The results showed that: (1) The consciousness of result and the attribution of responsibility indirectly drive the behavior of water environmental protection through moral obligation; (2) Interpersonal trust indirectly drove water environmental protection behavior through water environmental protection attitude. Therefore, the conclusion of this study was beneficial to supplement the theoretical achievements of water environmental protection behavior and provided theoretical basis for guiding wetland park tourists to implement water environmental protection behavior.