How does rural tourscape influence tourists’ environmentally responsible behavior? The mediating role of nature relatedness and place attachment

Abstract

Tourists’ environmentally responsible behavior (ERB) is a key requirement in the promotion of the sustainable development of tourism destinations. Although extensive studies have explored the antecedents of tourists’ ERB, research within the context of rural tourism remains limited. Addressing this gap and guided by the Stimulus–Organism–Response theory, this study develops an integrated model in which nature relatedness and place attachment serially mediate the effect of the rural tourscape on tourists’ ERB. Based on 398 valid questionnaires collected from Huangling Village in Wuyuan, China—a UNWTO Best Tourism Village—data were analyzed using structural equation modeling. The findings reveal that (1) the ambience and agricultural products dimensions of the rural tourscape have a direct positive impact on tourists’ ERB, and (2) both nature relatedness and place attachment serve as independent mediators between the rural tourscape and tourists’ ERB. Furthermore, there exists a serial mediating pathway of “nature relatedness → place attachment” between them. This study uncovers the complex mechanisms underlying the formation of tourists’ ERB in rural tourism settings. By introducing nature relatedness as a mediator, it offers new insights for both theoretical advancement and the practical management of tourists’ ERB.