Influence of Creative Tourist Experiences and Engagement on Gen Z’s Environmentally Responsible Behavior: A Moderated Mediation Model

Wenjun Lu, Pimlapas Pongsakornrungsilp (), Sukhuman Klamsaengsai, Kanokkan Ketkaew, Sasawalai Tonsakunthaweeteam and Long Li
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Wenjun Lu: College of Graduate Studies, Walailak University, Nakhon Si Thammarat 80160, Thailand
Pimlapas Pongsakornrungsilp: Department of Tourism and Prochef, Center of Excellence for Tourism Business Management and Creative Economy, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand
Sukhuman Klamsaengsai: Department of Tourism and Prochef, Center of Excellence for Tourism Business Management and Creative Economy, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand
Kanokkan Ketkaew: Department of Digital Marketing, Center of Excellence for Tourism Business Management and Creative Economy, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand
Sasawalai Tonsakunthaweeteam: Department of Digital Marketing, Center of Excellence for Tourism Business Management and Creative Economy, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand
Long Li: School of Business, Nanning Vocational and Technical University, Nanning 530000, China

Sustainability, 2025, vol. 17, issue 11, 1-26

Abstract: In the contemporary Chinese tourism market, Generation Z constitutes a key consumer segment whose environmentally responsible behavior (ERB) is crucial to achieving the sustainable development of destinations. Drawing on the self-regulation of attitude theory and the cognitive–affective–conative (CAC) framework, in this research, we examined the influence of emotional factors on ERB among Generation Z tourists. In particular, we investigated the effect of creative tourism experiences (CTEs) on ERB, with tourist engagement (TE) and place attachment (PAT) serving as mediators. Data from 639 valid online questionnaires were analyzed through structural equation modeling (SEM). The results show that CTE and TE significantly impact ERB, while TE and PAT mediate the relationship between CTE and ERB. Moreover, self-efficacy (SE) positively moderates both the direct and indirect effects. Given the limited integration of the self-regulation of attitude theory and the CAC framework in ERB research, these results provide novel insights and valuable recommendations for the sustainable development of creative tourism.

Keywords: creative tourist experiences; environmentally responsible behavior; tourist engagement; self-regulation of attitude theory; cognitive–affective–conative theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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