Tourists’ pro-environmental behavior is one of the key factors for the sustainable development of natural scenic spots. Although this behavior depends on the surroundings and context, the existing literature lacks the perspective of specific scenarios, especially that of embodied emotions. This research integrated the theory of planned behavior and embodied theory to construct an integrative model of pro-environmental behavior that combined tourists’ “rational planning” and “embodied emotion” and conducted an empirical study. The results show that in natural scenic spots, “rational planning” and “embodied emotion” affect tourists’ pro-environmental behavior simultaneously on dual paths, and factors such as behavioral attitude, perceived behavioral control, subjective norm, engagement with nature, and connectedness to nature have different effects on high- and low-effort pro-environmental behavioral intentions. The findings of the study provide a new explanatory perspective for individual pro-environmental behaviors and a basis for effectively predicting and guiding tourists’ pro-environmental behaviors in natural scenic spots.
The authenticity of heritage tourism is an important factor for attracting tourists. Research has shown that authenticity is related to revisit intention. However, little attention has been paid to the impact of heritage tourism authenticity on revisit intention. Drawing on cognitive appraisal theory, we constructed a model of the mechanism underlying this relationship. Questionnaires were distributed at one world heritage site (the Dujiangyan irrigation system) in China, and data from 596 valid cases were collected. Using structural equation modeling, the results showed that authenticity, directly and indirectly, affects tourists' revisit intention via memorable tourism experiences and place attachment. The current paper enriches existing literature on the relationship between authenticity and revisit intention and provides a theoretical basis for promoting authenticity and revisit intention in heritage tourism.
Located in the Tibetan Plateau of Northwest Sichuan Province, the Hongyuan Pastoral Area is a national contiguous poverty alleviation area and also a typical ecologically sensitive area. Herdsmen are the most important economic activity subject and the most basic decision-making unit, whose production behavior has directly affected the economic Level and ecological environment of pastoral areas. The pastoral areas have undertaken the double responsibility of economic development and ecological security. In this study, the author adopts the Participatory Farmer Assessment Method (PRA) for an analysis on the current situation of economic development and ecologic environment of pastoral areas based on field research with Anqu Town, Hongyuan County, Sichuan Province as the location for case study. The study results have shown that various bottlenecks restricting the ecological environment in the pastoral areas include the irrational industrial structure, extensive economic growth mode and herdsmen's weak ecological awareness and lagging ecological behavior. On this basis, the author proposes strategies for precision poverty alleviation and ecological environment management in pastoral areas.
Purpose
Value cocreation has become an important way to enhance the brand equity of a tourism destination. Different from common tourism contexts, agritourism has strong participatory and productive characteristics and is regarded as a critical platform of value cocreation. Therefore, this paper aims to explore the relationship between agritourism experience value cocreation and brand equity of rural tourism destinations from the perspective of tourists.
Design/methodology/approach
A questionnaire survey was conducted, and 602 valid questionnaires were collected by a random sample in 2021. Structural equation modeling was used to empirically analyze the data.
Findings
The results revealed that tourists’ participation, interaction and citizenship behaviors play a critical role in brand equity of rural tourism destinations. Meanwhile, tourists’ interaction and citizenship behaviors influenced brand equity of rural tourism destinations, via hedonic enjoyment and eudaimonia experience, and perceived experience value. Tourists’ participation behavior influenced brand equity of rural tourism destinations via hedonic enjoyment experience and perceived experience value.
Originality/value
This study focusing on agritourism as a critical platform of value cocreation explores the impact of agritourism experience value cocreation on brand equity of rural tourism destinations from the perspective of tourists. It enriches the existing literature on the relationship between value cocreation and brand equity of tourism destination, expands the research on value cocreation and happiness experience and also provides management basis for promoting brand equity of rural tourism destinations.
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