Research on Influencing Factors and Promotion Countermeasures of Residents' Pro-environmental Behaviors in Rural Tourism Destinations Based on an Extended TPB Model

Residents in rural tourism destinations constitute a vital force in local ecological protection. On the basis of the Theory of Planned Behavior (TPB), this paper integrates the Field Theory and Norm Activation Theory to construct an extended TPB model. Empirical results indicate that subjective norms, place attachment and moral norms exert significantly positive effects on residents' pro-environmental behaviors, while perceived behavioral control shows no significant positive influence. Environmental attitude plays a partial mediating role in the relationships between subjective norms, place attachment, moral norms and residents' pro-environmental behaviors. Environmental policies of tourism destinations positively moderate the linkage between environmental attitude and pro-environmental behaviors. Accordingly, countermeasures are proposed to strengthen residents' place attachment, improve their moral awareness and behavioral norms, continuously optimize environmental policies for rural tourism destinations, and enhance residents' perceived behavioral control. This research provides references for stimulating residents' pro-environmental behaviors and advancing the high-quality development of rural tourism.