Research on the Influence Mechanism of Tourists’ Pro-Environmental Behavior in Globally Important Agricultural Heritage Sites: A Case Study of the Anxi Tieguanyin Tea Culture System in China

Weikun Wu, Liyu Mao, Xiaomei Chen, Yiming Chang, Yongqiang Ma () and Shuisheng Fan ()
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Weikun Wu: College of Digital Economy, Fujian Agriculture and Forestry University, Quanzhou 362406, China
Liyu Mao: College of Rural Revitalization, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Xiaomei Chen: College of Digital Economy, Fujian Agriculture and Forestry University, Quanzhou 362406, China
Yiming Chang: College of Rural Revitalization, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Yongqiang Ma: College of Digital Economy, Fujian Agriculture and Forestry University, Quanzhou 362406, China
Shuisheng Fan: College of Rural Revitalization, Fujian Agriculture and Forestry University, Fuzhou 350002, China

Sustainability, 2024, vol. 16, issue 20, 1-17

Abstract: The harmonious coexistence of humanity and nature stands as a paramount objective in the global endeavor towards ecological civilization. By vigorously promoting eco-friendly recreational activities within World Agricultural Heritage sites, we can evoke tourists’ emotional understanding and empathy towards environmental protection. This approach presents an optimal solution to the challenges faced in realizing the ecological value of these heritage sites, thereby fostering an even deeper harmony between people and nature. For this study, the Anxi Tie Guan Yin Tea Cultural System, a site of global agricultural heritage significance, was chosen as the case study. Employing structural equation modeling (SEM) analysis, a survey was administered to 452 local tourists for empirical testing. The research reveals several key findings: (1) Tourists’ environmental concern exerts a notably positive influence on their pro-environmental behaviors; (2) both nature empathy and ecological anxiety serve as mediators in the relationship between environmental concern and tourists’ pro-environmental behaviors; (3) furthermore, nature empathy and ecological anxiety exhibit a sequential, or chain, mediation effect between environmental concern and pro-environmental behaviors; and (4) lastly, the impact of nature empathy and ecological anxiety on tourists’ pro-environmental behaviors differs according to gender. Consequently, managers of agricultural heritage sites should aim to evoke tourists’ sense of nature empathy while appropriately stimulating their ecological anxiety, thereby providing guidance for ensuring a harmonious blend of human activities and the ecological environment and ultimately fostering the sustainable development of World Agricultural Heritage sites.

Keywords: GIAHS; pro-environmental behavior; environmental concern; natural empathy; ecological anxiety; heterogeneity analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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