Work

Place Attachment’s Mediating Role in Rural Residents’ Perceived Value of Tourism and Pro-Environmental Behavior of Rural Tourism Destinations in Western Sichuan Plateau Under Climate Change

Year: 2025

Type: article

Abstract: Against the intensifying global climate change, rural tourism destinations in plateau areas are confronted with the dilemma of balancing economic development with ecological conservation. Pro-environmental behavior (PEB)has become pivotal to achieving regional environmental and tourism sustainability. This study proposes a conceptual model using a sample of 230 rural residents grounded in the Stimulus–Organism–Response (S-O-R) theory. A mediation model incorporating place attachment (PA) is constructed to examine the effects of climate change perception (CCP) and perceived value of tourism (PV) on pro-environmental behavior. Results from structural equation modeling (SEM) reveal the following: (1) Climate change perception directly and positively influences pro-environmental behavior. (2) Place attachment not only directly promotes pro-environmental behavior but also mediates the relationship between perceived value of tourism and pro-environmental behavior. (3) Perceived value of tourism exerts a direct positive effect on pro-environmental behavior in life, whereas its influence on pro-environmental behavior in agricultural production is indirect, mediated through place attachment. These findings suggest that strengthening residents’ emotional and functional connections to the local environment can effectively encourage pro-environmental actions in tourism areas, providing a theoretical basis for formulating environmental policies in high-altitude tourism destinations.

Source: Sustainability

DOI: 10.3390/su172310453