The term “environmentally responsible behavior” refers to various tourist behaviors undertaken in leisure and tourism contexts and the reduction of adverse environmental effects related to visiting destinations or scenic spots (Lee et al., 2013). Tourist’s environmentally friendly behavior is a multidimensional structure with many connotations and manifestations (Li and Zhou, 2014; Li and Zhou, 2015; Qiu and Zhou, 2017). Furthermore, distinct factors influence different dimensions of the environmentally friendly behaviors of tourists (Stern, 2000). For general environmental responsibility behavior, foreign scholars suggest a subdivision into six dimensions including civic behavior, educational behavior, financial behavior, legal behavior, physical behavior, and persuasive behavior (Smith-Sebasto and D’Costa, 1995). Also, some scholars divide environmental responsibility behavior into three dimensions including consumption behavior, giving behavior and environmental citizenship behavior (Stern et al., 1999). Scholars from other countries suggest these. Both general and destination-specific environmentally friendly behaviors are included in the behaviors of tourists who practice environmental responsibility. Seven categories can be used to group these behaviors: civic, financial, physical, persuasive, sustainable, pro-environmental, and environmentally friendly (Lee et al., 2013). This study expands on the definition of environmentally responsible behavior of tourists. It uses Li and Zhou’s research to differentiate between two levels of “environment-maintaining intention” and “environment-promoting intention” (Li and Zhou, 2014). These variables, which represent the intended goal of environmentally friendly behavior of tourists, act as the empirical study’s outcome measures. The term “environment-maintaining” refers to the tourist’s behavior to reduce the adverse effects on the environment while visiting, such as not littering or causing damage to natural elements such as trees and grass. In contrast, environment-promoting describes how tourists actively promote environmental protection in tourist destinations, such as volunteering or donating.

When compared to typical tourists, who might need to have their behavior managed and monitored, environmentally responsible tourists automatically show a propensity to value the environment. They are even prepared to take an active role in protecting the natural environment of the tourist destination by making donations, volunteering, and organizing charitable environmental activities (Fairweather et al., 2005; Moeller and Dolnicar, 2011). Since they are more likely to be self-motivated in supporting sustainable habits, these environmentally responsible tourists also. Research indicates that backpackers believe they have their own distinct travel style, culture, and intrinsic personality traits when it comes to group self-evaluation (Yu, 2012). Furthermore, in terms of group self-worth, many backpackers believe that their activity can positively impact the sustainable development of the destination and the society (Chen and Huang, 2017). Additionally, it has been noted that backpackers are more likely to behave in an environmentally responsible manner, to demonstrate behaviors to protect the environment and to be willing to participate in various forms of environmental protection even without rewards. They may even incur additional costs or spend more energy to accomplish this (Xiong, 2016).

Based on these data, this research makes the case that ecotourism—primarily backpacking—is a particular type of tourism activity that can affect the environment of tourist attractions. According to the idea of attribution, individual usually assign two kinds of causes—internal factors like emotions, attitudes, values, and abilities and external factors like external pressures and situational circumstances—to explain or result in a given behavioral outcome, either in themselves or others (Heider, 1958). Tourists, government, and residents all have a stake in protecting the environment at natural tourist sites. We can hope to make significant progress in this area only with cooperation. It is evident that the perspective of “collective action” is necessary to investigate the ecological behavior of tourists (Zhang et al., 2016). The group element of “group identification” plays a critical role in decision-making when backpackers engage in trekking activities. In this sense, Schwartz’s “norm-activation model” provides a theoretical basis.

Using the norm-activation theory, it is possible to explain the altruistic, environmentally friendly behavior of tourists. Schwartz developed the norm-activation model as a theoretical framework to explain the decision-making process of “pro-social behavior” (Schwartz and Howard, 1984). According to the norm activation theory, altruistic behavior is determined by an individual’s internal moral rules or personal norms. According to Schwartz’s extensive experimental research, individual’s sense of “moral obligation” motivates them to act pro-socially. Both individual’s “awareness of the consequences” and “ascription of responsibility” impact the selfless moral commitment (Batson et al., 2007; Zhang et al., 2016). Both awareness of consequences and ascription of the consequences drive personal ethics. Personal norms impose a moral obligation on tourists to protect the environment during tourism activities. They could feel bad about themselves if they violated the environmental protection ethical code and failed to protect the environment (Teng et al., 2022). The degree to which individual believe their actions will have unfavorable effects is known as their awareness of consequences. In contrast, the degree to which individual believe they bear some responsibility for those adverse effects is known as their attribution of responsibility. An individual’s sense of moral obligation is triggered by both consequence awareness and responsibility attribution, which in turn influences behavioral intentions (Zhang et al., 2016), according to empirical research on general environmental protection behavior conducted (Gao, 2005; Harland et al., 2007; Steg and De Groot, 2010). Individuals are more likely to act proactively and altruistically when cognitive factors activate their moral principles. Thus, this improved model is proposed in this study.

According to the norm-activation model, an individual’s norms are influenced by the ascription of responsibility. The possibility that a visitor will feel bad for not protecting the environment and that they would develop environmentally friendly personal norms increases with the strength of their sense of ascription of responsibility. Meanwhile, tourists’ environmentally conscious actions can be directly influenced by their awareness of the potential adverse effects of not adopting environmentally friendly behaviors. When tourists realize that if they do not actively practice environmentally friendly behavior during the tour, it may result in harm, such as damage to the scenic spot, they will actively pay attention to these issues and activate environmentally friendly behavior (Fairweather et al., 2005). The greater the awareness of the tourists of the risks associated with environmental damage, the more probable it is that they will consciously engage in pro-environmental behaviors. According to Zhang et al. (2016), tourists’ actions related to ecological conservation are significantly improved by moral obligation. The intrinsic personal norms of individuals are activated when they engage in tourism activities, which encourages them to adopt environmentally friendly behaviors. Strong personal norms may encourage backpackers to consider their activities throughout their trip and encourage them to behave in an environmentally friendly manner. If individuals fail to engage in environmentally friendly behaviors, they might experience remorse, resulting in regret and self-blame. This can, therefore, encourage individuals to engage in pro-environmental behaviors to alleviate these unfavorable emotions consciously. Conversely, if backpackers knowingly adopt environmentally friendly behaviors, they may develop a sense of pride and superiority, motivating them to implement such behaviors proactively (Zhang et al., 2016; Guo et al., 2019; Teng et al., 2022). Studies have been conducted on the relationship between personal norms and the environmentally friendly behavior of tourists.

The following hypotheses are proposed based on the above discussion:

H1: Backpackers’ “ascription of responsibility” for scenic problems has a positive impact on their “personal norms” for environmental protection.

H2: Backpackers’ “awareness of consequences” of scenic environmental problems has a positive impact on their “personal norms” for environmental protection.

H3: Backpackers’ “awareness of consequences” of scenic environmental problems has a positive impact on their “ascription of responsibility”.

H4: “Personal norms” positively impact backpackers’ “willingness of environmentally friendly behavior”.

One of the most essential things that helps individual participate in group action is group identity. Group identity strongly emphasizes a member’s sense of belonging and identification with the group and other members. This is important since it greatly influences the willingness of participants in collective behavior to engage in it (Tang et al., 2020). According to research by Yin and Zhang (2015), individual engagement behavior is directly motivated by group identity. Group identification is essential for creating behavioral engagement because it propels personal conduct from the level of the individual to the level of the collective. As it strengthens their sense of belonging and connection to the group (Liu and Hao, 2015) and has a powerful impact and restriction on individual behavior (De Groot et al., 2007), it is a prerequisite for individual to be motivated to engage in collective behavior. Furthermore, those with a high level of group identification are also more likely to change the primary level of motivation behind their conduct from individual to collective. This raises the possibility that individual will cooperate with those who belong to the same group as them and influence their behavior to further the group’s interests. High group identification motivates individual to engage more collectively and cooperatively by highlighting the group’s interests, eventually resulting in more participation in collective action (Chen et al., 2007). This demonstrates how group identity is critical in encouraging individual engagement in group activities. An individual is more inclined to participate in group activities because of a sense of duty and responsibility to the group if they identify with it more strongly. A shared sense of duty and a reinforced sense of social identity are fostered by group identification, and these factors inspire individual to behave as a unit for the group’s good (Yin and Zhang, 2015).

Backpackers have established a set of behavioral norms as a unit that helps them stand out from other tourists (Welk et al., 2004). Adhering to these norms gives them a better intra-group appraisal or “travel status” and makes them stand out from other tourists. Individual who does not comply with the group’s norms and values are frequently referred to as “pseudo-backpackers” and are not considered to be members of the group (Uriely et al., 2002). Compared to mass tourism activities, backpacking is distinguished by a higher degree of organization and professionalism. Backpackers frequently join trekking clubs, associations and other group organizations to improve their trip experience. The concepts and norms developed within these groups, whether official or informal, will also impact how backpackers behave. In light of attribution theory, group identity can be viewed as an external factor influencing tourists’ inclination to act in an environmentally friendly manner before it becomes ingrained in backpackers’ conscious behavioral awareness. This leads the paper to the conclusion that when group identification is high, tourists’ “awareness of consequences” and “ascription of responsibility” for environmental damage in scenic areas are more likely to be transformed into “moral obligations” to engage in environmentally friendly behavior; in other words, group identification plays a positive moderating role in the above driving relationship.

As a result, the following hypothesis are put forth:

H5: The distinction between “ascription of responsibility” and “personal norms” is positively mediated by the “group identification” of backpackers.

H6: The distinction between “awareness of consequences” and “personal norms” is positively mediated by the “group identification” of backpackers.

This study extends the previous analysis, focusing on the promotion of ecological civilization in scenic areas as the research context. It examines backpackers as the subjects of interest and constructs a theoretical model to explore the interplay between individual norms, group identity, and tourists’ environmentally responsible behavior, drawing upon the norm-activation model. Next, it creates a theoretical model of the interaction between personal norms, group identity, and environmentally responsible behavior of tourists.

Two sections make up the original questionnaire for this paper: primary demographic data and measurement scales. The established scales were adapted and suitably modified to fit the unique backpacking context to measure each variable.

The “environment-maintaining intention” of travelers is divided into two components: “Environment-promoting intention” and “willingness to promote the environment” (Li and Zhou, 2014). The scale was modified based on research conducted by Wang and Li (2018). Using three question items, the willingness of tourists to take proactive steps to decrease their adverse effects on the scenic area during the tour (e.g., I will collect the garbage I produce during the hike and bring it to the bottom of the mountain) is measured. Four question items are used to measure the willingness of tourists to take specific actions to promote ecological environmental protection (e.g., I am willing to participate in the “Cheong San Volunteer” activities to maintain and promote the environmental quality of the scenic area). This is known as environment-promoting intention.

Four questions based on Riper and Kyle’s study was used to gauge the “awareness of consequences” of tourists regarding environmental damage in the scenic area (e.g., tourism activities may bring environmental pollution to the scenic area) (Riper and Kyle, 2014).

Three questions based on the research of De Groot et al. (2007) were used to gauge the “ascription of responsibility” (e.g., every tourist is more or less responsible for environmental damage in the area).

Four questions from Han’s study were used to test the “personal norms” (e.g., I feel that protecting the natural environment of the hiking area is more consistent with backpacker norms of behavior) (Han, 2015).

Liu’s backpacker group identification scale, adapted from Mael and Shforth’s Organizational Identity Questionnaire (Liu et al., 2018; Mael and Ashforth, 1992), is the basis for “group identification.” Five questions were selected for measurement (e.g., I frequently refer to backpackers as “we” instead of “they”) in this scale. The backpacker respondents self-rated the abovementioned scales using a Likert-5 scale (1 = completely disagree, 5 = agree).

After the first draft of the questionnaire was completed, five backpackers were interviewed and pre-surveyed to increase the reliability and validity of the study. Based on the pre-survey results, the questionnaire was modified and improved, primarily addressing the problems with unclear and ambiguous expressions.

The “Beijing West Mountain and Water Outdoor Club” was selected as the case study for this paper. The wide range of ages and socioeconomic backgrounds among the members of this club is one of the selection criteria. In terms of gender distribution, the sample consisted of 51.92% men and 48.08% women; the youngest backpacker in this club was 15 years old, and the oldest was 68 years old. Regarding occupational distribution characteristics, the sample was dominated by corporate employees and freelance professionals, followed by self-employed businessmen, government and institutional employees, teachers, and students (Table 1). Second, there is a high frequency of activity within the club. Third, the club’s organization is based on mutual aid and self-help, without a commercial nature, and the related costs are primarily paid in the form of the cost-sharing system. Fourth, the organization’s goal focuses on hiking, tourism, and “clearing the mountain” environmental protection activities. In 2022, the club held about 80 tourist hikes and cleared the mountains despite the epidemic restrictions. In conclusion, the organization has a certain level of representativeness because it is a group of backpackers founded on the cost-sharing system without commercialization, has a code of conduct based on collective activities, and allows for negotiation and sharing of its tourism activities. Additionally, the organization’s tourism activities are negotiable and shareable.

Empirical research on backpackers from the Western Capital Mountain Outdoor Club was the focus of the survey research, which began on January 7, 2023. The online questionnaire survey was conducted using convenience sampling, and 309 valid questionnaires were collected. Five of the participants were interviewed in the meantime using semi-structured online interviews. As an avid traveler, the researcher has participated in several group-organized backpacking activities and formed a stable social circle with some backpackers. This study aimed to evaluate if the theoretical model constructed is somewhat generalized by quantitatively analyzing data from a sample of backpacking tourists. The interview materials will be used to interpret the study’s findings in the context of backpacking.

Structural equation modeling (SEM) was used in this study to investigate the proposed theoretical hypotheses empirically. To assess the model fit, validate the path of the structural model, and verify the validity and reliability of the measurement model, Statistical Package for Social Sciences 22.0 was used for the validation factor analysis and path analysis. The AMOS 20.0 software and the cascade regression method were used to examine the moderating function of the “group identification” feature in the model.

Based on the results of the validation factor analysis, each measuring item showed standardized factor loadings greater than 0.50 (Table 2). Convergent solid validity was demonstrated by the variables in the scale, as indicated by mean extracted variance greater than 0.50 and total reliability of all variables greater than 0.70.

When discriminant validity was compared with the correlation coefficient between the variables, the square root of the average variance extracted of all the variables was more significant than the correlation coefficients of the other variables, indicating good discriminant validity between the variables (Table 3).

According to the SEM analysis, the predefined model fit the data in this paper with the following characteristics: the overall model fit index χ² = 703.175 (P<0.001), SRMR = 0.055, and RMSEA = 0.080, all of which were less than the essential requirement of 0.10. CFI = 0.920, NNFI = 0.907, IFI = 0.921, and TLI = 0.907, all of which were greater than the general fitness value of 0.9. χ²/df = 2.967, which lies between 1 and 3. The study model and the sample data match well, as indicated by the above index output results.

The results of the path coefficient tests between variables are as follows. The willingness of tourists to perform “environment-maintaining intention” and “environment-promoting intention” in the scenic spot was significantly positively impacted by their “personal norm” (β_1-1=0.742, P<0.01; β_1-2=0.574, P<0.01); the “ascription of responsibility” by visitors for environmental damage in scenic spots was significantly positively impacted by their “personal norm” (β₂=0.526, P<0.01). The “awareness of consequences” of environmental problems in scenic spots also significantly positively impacted the “ascription of responsibility” of tourists (β₃=0.637, P<0.01). The “personal norm” of tourists in scenic spots was significantly positively impacted by their “awareness of consequences” of environmental issues (β₄=0.188, P<0.01). The data supported the following hypotheses: H1, H2, H3, and H4. Furthermore, the model has explanatory solid validity for environment-maintaining intention and environment-promoting intention for 55.1% and 32.9% of the variance (each more significant than 25%).

The sample analysis results demonstrate a strong correlation between the theoretical model proposed in this study and the actual data, indicating that the data support the research hypothesis.

This study uses hierarchical regression to investigate the moderating effect of the “interpersonal trust” factor.

First, we examined how group identification reinforces personal norms formed by ascribing responsibility. “Group identity” is the moderating variable; “attribution of responsibility” is the independent variable; and “individual norm” is the dependent variable. The product term of the independent and moderating variables (i.e., the interaction term) is then presented. To determine if the moderating effect existed, the coefficients of the interaction term were observed. The findings of the analysis indicate that the terms “ascription of responsibility” and “group identification” interact to significantly positively impact “personal norms” (β=0.062, P<0.05) (Table 4). This implies that when visitors have a high level of group identification, their perceived environmental responsibility is significantly influenced by their “ascription of responsibility”. The table shows that group identity contributes positively to the “moral obligation” caused by the “ascription of responsibility” process. According to the findings, H5 is supported.

Simultaneously, the correlation between “awareness of consequences” and “personal norm” was studied concerning the reinforcing effect of “group identification”. To test the existence of the moderating effect by looking at the coefficients of the interaction term, the dependent variable, “personal norms,” was set. Next, the independent variable, “perception of consequences,” the moderator, “group identity,” and the product of the independent and moderator variables (i.e., the interaction term) were introduced in turn (Fig. 1). The outcomes were analyzed (Table 5). The interaction term between “awareness of consequences” and “group identification” had an adverse effect on “personal norms” (β=−0.012, P<0.05). Visitor’s “awareness of consequences” of environmental issues drives their “personal norm” at different levels, and the magnitude of the effect is consistent. Because of the visitors’ perceptions of environmental issues, the influence on “personal norms” was constant across all levels of “awareness of consequences”. This finding was contrary to hypothesis H6.

Concerning the background variables, there were notable variations in the environment-promoting intention but not in the environment-promoting intention among tourists across age groups. In particular, compared to tourists aged 21-35 and 36-50, tourists aged 51-65 had much greater levels of environment-promoting intention. Through in-depth interviews with individual backpacking tourists, it was discovered that they are older, possess more disposable income and free time, and have more ecotourism experience. As a result, they are more inclined to engage in environmental-related activities like those organized by the Clear Mountain Wishers, contribute to public welfare programs that raise money for environmental preservation at scenic locations, and so on.

This study’s results indicate that, compared to the general population, tourists are more likely to engage in environmentally friendly activities. They still fall short of the optimal willingness level of four points, which indicates a level over the midpoint. It also highlights how crucial it is to inform other tourists about environmental damage and take aggressive steps to encourage environmentally conscious behavior. Travelers’ dedication to sustainable behavior demonstrates more than just their awareness of the environment. For this, there must be greater accountability and consequences knowledge. Therefore, to better maintain the natural environment of tourist destinations, tourism destination management must continuously search for scientifically verified strategies that might increase tourists’ sense of responsibility and understanding of environmental implications.

In line with the findings of earlier research, this study also discovered that tourist attributions of responsibility and awareness of consequences were moderate to high. This suggests that tourists have a higher sense of responsibility for protecting the environment in tourist destinations and a higher understanding of ecological risks from tourism activities. It also shows how successful governmental initiatives have been in fostering the growth of ecotourism. The government has recently placed a great deal of emphasis on the growth of ecotourism. To ensure the destinations’ sustainable development, it has implemented regulations and distributed funds in several ways. These measures have included providing educational resources, environmental support, policy protection and team-building exercises. On the one hand, policies in scenic areas have gained more social support, and visitors and managers are working together more on environmental issues due to the public’s increased attention to the values of environmental protection and the sustainable development of tourism resources. On the other hand, environmental conservation is becoming increasingly important to society, and the result of all these factors working together has made tourists more ecologically conscious. As a result of this combined effect, tourists are more eager and have a reasonable level of responsibility and comprehension of the consequences of environmental degradation.

This study discovered through interviewing that “online and offline interaction” is a standard tool backpackers use to create a sense of community. First, when referring to club members who have recently joined, tourists frequently use the phrase “newbie” rather than “stranger”. Newly joined club members will inexorably transition from being “newcomers” to well-known “donkey friends” if they regularly engage in online interactions with other members, participate in group conversations, and attend club events offline. Naturally, the newcomer will transform from a “newbie” to a well-known “donkey friend”. Second, the “old donkeys” frequently provide “newcomers” guidance on hiking and attention, treating them like acquaintances and friends while offering equipment recommendations. These direct and simple-to-understand discussions typically help tourists overcome their shyness and fit right in while participating in hiking activities for the first time.

In the meantime, research on the collective self-assessment of tourists has revealed that these individuals view themselves as possessing distinctive travel habits, cultural backgrounds, and innate personality traits (Yu, 2012); they travel independently, favor more affordable lodging options, stay longer on their travels, have more flexible schedules, pay greater attention to social interactions while traveling, and participate more actively in activities (Liu et al., 2018). Additionally, since the organization encourages accessibility and shareability, backpackers are not in an intimate, non- acquaintance, extra-institutional setting, and there is no interest entanglement or positional struggle among members. Their intergroup identity stems from the spirit of traversal and the nature of mutual help they experience when backpacking (Long, 2011). Although identification is amorphous and erratic in this setting, it overcomes the logic of mechanical strangers in an urban setting. It creates an accessible, reciprocal, enjoyable, and multi-switching open environment that may be extended into other facets of everyday life (Long, 2011).

Through the intense experience of trekking activities, tourists deepen their bonds and emotional communication with one another. This strengthens the bonds within the backpacking group, where ethical norms and constraints are also established, and reputation within the group becomes crucial to avoid exclusion. Therefore, it is easier for individuals to identify and internalize the community norms to adopt environmental protection actions.

This study’s findings demonstrate that tourists’ “personal norms” significantly increase their propensity to participate in ecological activities in nature reserves. The “ascription of responsibility” and “awareness of consequences” that travelers have for environmental problems in the protected areas are the driving forces behind these “personal norms.” “Personal norms” are motivated by “ascription of responsibility” and “awareness of consequences”, which are influenced by “awareness of consequences” of environmental harm in the protected regions. Directly impacted by how hikers perceive environmental damage. According to this research, tourists’ views of their duty and the adverse effects of their actions on the environment may act as antecedent variables that encourage tourists to work in an environmentally responsible way. The results validate the effectiveness of the norm-activation model in explaining the decisions made by tourists about their ecological behavior.

Studies that have already been conducted on backpacking tourists and their behavior have demonstrated that these travelers have a high sense of responsibility for protecting the environment in the places they visit. Studies of Nepalese mountaineering tourists have revealed that they are highly conscious of environmental protection and are deeply concerned about the detrimental effects of human activity on the region’s mountainous areas (Hu et al., 2019; Paudel et al., 2022). Although some tourists are not particularly worried about the area’s sustainable development, they engage in several environmentally friendly activities (Iaquinto, 2015). In the meantime, research centered on the Yasawa Islands of Fiji revealed that tourists had a strong feeling of responsibility for protecting the environment and were even more concerned about the effects of their tourism activities on the environment than hosts (Sroypetch et al., 2018). This demonstrates that tourists are far more inclined than mass tourists to act in an environmentally beneficial manner, and this tendency is mainly driven by their sense of moral obligation and responsibility for protecting the environment while visiting the area.

This study emphasizes the significance of looking at environmentally friendly tourist behavior from a wider angle than individual-level considerations. Mainly, tourists’ decisions to participate in environmentally friendly behavior with collective action and altruistic attributes are directly influenced by aspects including the emotional bond between humans and nature, views about other individual’s cooperation, and group dynamics (Li and Zhou, 2014). In addition, the distinction between backpacking tourists and mass tourists has been thoroughly demonstrated by previous research; backpacking tourists are not just a distinct category of travelers but also a distinct cultural identity, and as such, they form a closer-knit community than mass tourists (Zhu, 2009). For the group of backpacking tourists, the group’s identity is fundamental. Thus, this study suggests that “ascription of responsibility” is the driving force behind backpackers’ “group identification” element by combining the exogenous factor of “group identification”. The current study concluded that while the process of “personal norms” driven by “ascription of responsibility” was positively reinforced, the process of “personal norms” caused by “awareness of consequences” was not significantly supported by the “group identification” component.

First, attributions of self-responsibility made by individual visitors with solid group identification are more likely to be translated into “personal norms” for acting altruistically, making them more likely to choose to work in environmentally friendly behaviors. The individual’s sense of belonging and identification with a particular group of individual and other group members under collective action is evidently a significant component influencing tourists’ ecological behavioral decisions. On the other hand, in the context of backpacking, group identification has a more significant influence on the willingness to engage in particular environmentally friendly behaviors like volunteer service, donations and public service. This suggests that group identification may influence environmental behaviors at different levels among tourists. It is evident that tourists’ actions that preserve the environment in picturesque locations primarily result from their consciousness. Still, group identification substantially impacts activities that promote the environment, like volunteerism and donations. This suggests that group identification is significant in motivating visitors to engage in “high contribution” environmental protection activities as part of an eco-friendly tourism group.

Second, group identification a negative moderating role on tourists’ “awareness of consequences” driving “personal norm” regarding environmental issues, defying the study’s hypothesis that “backpackers’ group identification positively moderates between awareness of consequences and personal norms”. Contrary to the study’s hypothesis that “group identification plays a positive moderating role between awareness of consequences and personal norms”, the reinforcing effect of group identification between knowledge of consequences and the personal norm is insignificant. Hikers may experience this because they feel more connected to nature when hiking. The data indicated that “group identification” is driven by “awareness of consequences” and “personal norms”, as the group of backpackers has an impact on this perception by gradually forming individual and even group norms that lead backpackers to believe that their trekking activities are less harmful to the natural environment. The indicator demonstrating the moderating influence between “personal norms” has a adverse effect t-value, indicating the absence of a robust reinforcing effect.

According to the studies mentioned above, belonging to a group does not always translate into a greater willingness to act sustainably, and the willingness of a tourist to work sustainably also depends on the group they live in, how concerned they are about the environment, and what the group norms are for environmentally friendly behavior. Research of environmentally friendly behavior among college students has revealed that while they do not directly influence how concerned individual are about environmental issues, they view group standards as part of their emotional identity and sense of belonging (Hao and Zhang, 2016). Tourism destination management must create situations that inspire high environmental awareness among groups to urge tourists to behave sustainably. By organizing groups of travelers who are fervently committed to environmental preservation, we can swiftly promote environmentally desirable behavior among tourists.

This study applies attribution theory and the norm-activation model developed by Schwartz to develop a theoretical model that investigates the relationship between individual norms, group identity, and backpack tourists’ inclination to participate in environmentally beneficial activities. The study backs up the beneficial impacts of personal norms on environmentally conscious behavior among tourists and the moderating role of group identity in this relationship. The following summarizes the main conclusions of the study.

(1) Backpackers’ “personal norms” significantly increase their propensity to act eco-friendly.

(2) Two cognitive elements that influence “personal norms” among tourists are “ascription of responsibility” and “awareness of consequences”.

(3) The “group identity” plays a positive moderating role in the influence of “ascription of responsibility” on “personal norms”, while it plays a negative moderating role in the influence of “awareness of consequences” on “personal norms”.

(4) In the meantime, this study finds that, within an ecologically conscious tourist group, group identity is a significant force that motivates tourists to conduct excellent environmental protection measures by analyzing and comparing backpacking tourists, a unique group of tourists.

Tourism management has long used Environmental education and sanctions to control visitor behavior and reduce the environmental damage that tourism-related activities cause. Through educating tourists about the environment and increasing their awareness of it, environmental education aims to modify the behavioral patterns of individual tourists (Zhang et al., 2016). Scholars have questioned this kind of instruction because it is not easy to see benefits immediately (Dolnicar et al., 2008). Keeping a close eye on tourists’ behavior in picturesque locations is challenging, and harsh penalties will merely persuade tourists to acquiesce in low-level ecological activities. As a result, this strategy’s actual effectiveness is frequently significantly diminished.

This study examines environmentally friendly behavior among tourists from two perspectives: an internal perspective, through personal norms, and an external perspective, through group identification. This study examines how tourists behave environmentally and concludes that “on-site guidance strategies” can be used by nature tourism locations to encourage tourists to adopt eco-behavior management techniques. By enhancing tourists’ group identity, this tactic can promote the voluntary adoption of eco-friendly behaviors. These findings provide helpful management data for nature tourism.