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

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.