Influence of Tourists' Perception of Rural Tourism Quality and Place Attachment on Tourists' Environmentally Responsible Behavior: A Case Study of the Longji Terrace Scenic Area in Guangxi

Abstract: While rural tourism contributes to both economic and social benefits, its impact on the environment is a crucial issue requiring attention. This study aimed to explore the factors influencing tourists' environmentally responsible behavior in rural tourism contexts. To this end, environmentally responsible behavior is categorized into self-restraint and protective-promotion dimensions, taking the Longji Terrace Scenic Area in Guangxi as a case study. From the perspective of tourists, a structural equation model is constructed with tourists' perception of rural tourism quality as an antecedent variable and place attachment as a mediating variable. The results can be summarized as follows: (1) Both tourists' perception of rural tourism quality and place attachment positively influence tourists' environmentally responsible behavior, with a more significant impact on their self-restraint behavior. (2) Tourists' perception of rural tourism quality has a significant positive influence on place attachment. (3) Place attachment and place identity play a mediating role in the relationship between tourists' perception of rural tourism quality and tourists' environmentally responsible behavior. In enhancing tourism quality, rural destinations should focus on visitors' perceptual experiences, reinforce their place attachment, and stimulate environmental responsibility to alleviate ecological burdens.