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.

Farmers are the heart of rural tourism destinations, and their land-responsibility behaviours affect sustainable development. In this study, four rural tourist sites in the suburbs of Chengdu were selected, and the structural equation model was used to analyse the influence of farmers’ self-identity on their land-responsibility behaviours intention under the condition of agricultural multifunction perception as a mediation variable. The results show that, in rural tourism destinations of suburban districts of China, farmers’ self-identity is an important variable that affects their land-responsibility behaviour intention. Agricultural economic function perception mediates the relationship between farmers’ self-identity and land-responsibility behaviour intention. Agricultural non-economic function perception positively affects their agricultural economic function perception.

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