The Formation Mechanism of Merchants’ Sustainable Business Behavior: Evidence from a Themed Tourism Town in China
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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.
Abstract
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.