The mechanism and mediating effect of the “perception– emotion–behaviour” chain of tourists at world natural heritage sites—A case study from Bayanbulak, China

Abstract

The pro-environmental behaviour intentions (PEBIs) of tourists is a popular topic in tourism geography research. Visitors are important stakeholders in the development and conservation of World Natural Heritage sites (WNHs). Based on the perspective of the Mehrabian–Russell (M-R) theory, to advance our understanding of the transmission mechanism and mediation effect of the “perception–emotion–behaviour” chain of visitors at World Natural Heritage sites, we introduced two variables, namely heritage genes perception (HGP) and environmental knowledge perception (EKP), combined with place attachment (PA) and pro-environmental behaviour intentions (PEBIs), and scientifically constructed the conceptual model of the “EHPP model”, consisting of EKP, HGP, PA and PEBIs. Taking the Bayanbulak Heritage Site as an example, the EHPP model was fitted and tested using the structural equation model (SEM). The results show that: (1) the EHPP model is applied to fit the “cognitive–emotional–behaviour intentions” chain of visitors in WNHs and passed the empirical test; (2) there were positive and significant effects of EKP on HGP, and EKP indirectly affects PEBIs via HGP and PA; (3) place dependence (PD) had a significant and positive influence on place identity (PI); and (4) compliance with pro-environmental behaviour intentions (CPEBIs) had a direct positive influence on pro-environmental behaviour intentions (PPEBIs). The findings of this study provide empirical references for stimulating the pro-environmental behaviour intentions of tourists at World Natural Heritage sites.