Beyond a single sensory experience: A new approach to explore the mechanism of nature sensory experiences for pro-environmental behaviors

Mounting evidence suggests that incorporating emotional aspects into nature sensory experiences can enhance individuals’ involvement in pro-environmental behaviors. However, investigating the contribution of diverse types to these sensory experiences remains a significant challenge. Based on the involvement theory and Stimulus-Organism-Response theory, this study extends the nature sensory experiences to five modes, and constructs a structural equation model to test the mediating effect of tourists’ involvement and place attachment, as well as the moderating effect of awe. Results reveal that, rather than directly influencing pro-environmental behaviors, natural sensory experiences, specifically sight, hearing, smell, taste, and touch, require emotional elements such as tourist involvement and place attachment to fully mediate between the two, with awe having a significant moderating effect. The data suggests a hierarchical pattern in how different dimensions of nature sensory experiences influence pro-environmental behaviors, with varying degrees of impact. This implies that nature sensory experiences can enhance tourists’ environmentally friendly attitudes and subsequently foster pro-environmental actions. A unique aspect of this study is its consideration of the mediating roles played by tourists’ involvement and place attachment, alongside the moderating role of awe. Based on these findings, we propose strategies for enhancing pro-environmental behaviors through a combination of multi-sensory design stimuli and single dynamic stimuli, offering valuable insights for the environmental management of nature tourism destinations.