The impact of rural tourism destination attractiveness on tourists’ environmentally responsible behavioral intentions: the mediating role of green self-identity

Purpose This study aims to explore the impact of tourists’ perceptions of two rural destination attractiveness dimensions on tourists’ environmentally responsible behavioral intentions (ERBI). Further, the mediating effects of tourists’ green self-identity on the relationship between the perception of rural destination attractiveness and ERBI are investigated. Design/methodology/approach This study collected survey data from 188 tourists who had visiting experiences in rural attractions located in the Guangdong Province of China. Partial least squares structural equation modeling (PLS-SEM) was used to test the proposed hypotheses. Findings The results found that rural destination specialty fresh food attractiveness perceived by tourists was positively associated with their ERBI. Moreover, tourists’ green self-identity positively mediated the perception of rural destination attractiveness and ERBI. Originality/value This study explains how the tourists’ perceptions of two rural destination attractiveness dimensions influence their ERBI. By exploring the mediating role of tourists’ green self-identity, this study also emphasizes the transforming mechanism from tourists’ perceived experience to their ERBI. The study provides insights into nature-based tourism destination management and sustainability practices.