Research on the Mechanism of the Influence of Thermal Stress on Tourists’ Environmental Responsibility Behavior Intention: An Example from a Desert Climate Region, China

Abstract

The desert climate region attracts a multitude of tourists due to its distinctive landforms and climatic conditions, however, it also presents challenges for environmental protection. This article constructs a theoretical model that examines the influence of thermal stress on tourists’ environmental responsibility behavior intention (ERBI), with anticipated pride and anticipated guilt serving as mediating factors. An empirical study is conducted in Turpan, Xinjiang, which represents a typical inland arid area in China. The results indicate that: (1) thermal stress does not have a significant direct impact on ERBI, nevertheless, anticipated pride and anticipated guilt play crucial mediating roles between thermal stress and this intention. (2) Furthermore, environmental knowledge positively moderates the relationship between anticipated pride, anticipated guilt, and the ERBI. This research contributes to the understanding of how tourists’ anticipatory emotions affect their ERBI in desert climate regions while deepening our comprehension of the driving mechanisms behind such intentions among tourists. Moreover, it provides theoretical references for promoting environmentally responsible behaviors among tourists visiting desert climate regions.