Abstract

This study investigates the emotional drivers of Environmentally Responsible Behavior (ERB) with visitors in forest parks, addressing gaps in existing research. The primary objective is to develop the AffectiveSatisfaction-Responsibility (A-S-R) model under Social Exchange Theory (SET) with the intention to investigate how emotional elements like emotional solidarity (ES) and place attachment (PAT) in shaping ERB. A survey of 851 visitors in China was used to gather data, along with structural equation modeling (SEM) for evaluating direct, mediating, and moderating interactions. The findings show that PAT and ES significantly influence ERB through tourist satisfaction (TS), with TS acting as a mediator. Additionally, the study highlights the moderating role of self-efficacy (SE) and destination social responsibility (DSR), enhancing the emotional impacts on ERB. The proposed A-S-R model provides a novel theoretical framework that emphasizes non-cognitive influences on ERB, filling a crucial gap in the literature. These results have practical implications for sustainable tourism practices, suggesting that fostering emotional connections between tourists and destinations can significantly promote responsible behaviors. These findings provide stakeholders in the tourist industry valuable insights for creating plans to improve sustainable travel, especially for the post-pandemic context.