Perceived value, awe, and place attachment: Influencing tourists' environmentally responsible behavior in desert tourism

This study explores the impact of perceived value, awe, and place attachment on tourists' environmentally responsible behavior (ERB) in desert tourism contexts, using the Singing Sands Mountain and Crescent Spring scenic area in Dunhuang, China as a case study. Data were collected from 315 tourists using a structured questionnaire and analyzed through a structural equation model. Results show that perceived value and awe significantly influence ERB both directly and indirectly via place attachment. Specifically, perceived value has a stronger direct effect on ERB compared to awe, highlighting the importance of tourists' overall evaluation of the destination in promoting sustainable behaviors. The mediating role of place attachment underscores the significance of emotional connections to the environment in fostering ERB. These findings provide valuable insights for sustainable tourism management in fragile desert ecosystems. The study also highlights the importance of enhancing perceived value through high-quality services and leveraging awe-inspiring experiences to promote sustainable behaviors.