国家公园旗舰物种宣传对公众国家生态形象认知及旅游意愿的影响——以大熊猫国家公园为例

[Objective] Flagship species, as the most communicative ecological symbols of national parks, are important media for conveying the values of ecological civilization and shaping the national ecological image. This study aims to explore the influence mechanisms of flagship species promotion in national parks on public perception of the national ecological image and tourists’ behavioral intention. [Methods] Based on the cultivation theory and the cognition-affect-conation pattern, this study constructed a “communication contact-cognitive input-emotional response-behavioral output” model. Using the Giant Panda National Park as the case study and the giant panda as the flagship species for promotion, data were collected via an online questionnaire from April to May 2025 to test the research hypothesis. [Results] (1) Compared with publicity without flagship species, the promotion of flagship species in national parks could significantly and positively enhance the public perception of the national ecological image. (2) Perception of the national ecological image could significantly affect tourists’ behavioral intention, with emotional connection playing a notable mediating role between perception of the national ecological image and tourists’ behavioral intention. (3) Anthropocentric values weakened the positive impact of national ecological image perception on travel intention. [Conclusion] Flagship species promotion in national parks significantly enhances public perception of the national ecological image, which can directly enhance the public’s willingness to travel to national parks and indirectly enhance their willingness to travel through the intermediary of emotional connection. Therefore, some national parks can develop core flagship species and promote them, and on this basis, further strengthen individuals’ emotional connection, so as to promote the national ecological image in a way that appeals to emotion. Additionally, efforts should focus on cultivating values that transcend anthropocentrism, thereby laying a sustainable value foundation for continuous advancement of ecological civilization.