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Journal of Resources and Ecology >

2025 , Vol. 16 >Issue 2: 558 - 568

DOI: https://doi.org/10.5814/j.issn.1674-764x.2025.02.023

Ecotourism

Influence of Ecotourism Experience on Tourists’ Environmentally Responsible Behavior: A Case Study of Luya Mountain Scenic Area

  • WEI Xiaoqin ,
  • CHENG Zhanhong , *
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  • School of Culture Tourism and Journalism Arts, Shanxi University of Finance and Economics, Taiyuan 030006, China
* CHENG Zhanhong, E-mail:

WEI Xiaoqin, E-mail:

Received date: 2023-09-12

  Accepted date: 2024-04-06

  Online published: 2025-03-28

Supported by

The Shanxi Province Graduate-Level Quality Course Project(2023YZ28)

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Abstract

This paper explores the pathway toward harmonious coexistence between humanity and nature through the lens of ecotourism, delving into its impact on tourists’ cognition of the natural environment, cultivation of emotional connections, and its pivotal role in shaping environmentally responsible behavior. At the Luya Mountain Scenic Area, a case study was conducted in July 2021, collecting 632 valid tourist questionnaires to investigate the nexus among “ecotourism experience”, “emotional experience”, and “environmental responsibility behavior” using structural equation modeling. Moreover, the relationship between tourism and daily environmental behavior was scrutinized with canonical correlation analysis. The findings unveil several substantial revelations: (1) Engagement experience significantly and positively influences tourists’ inclination toward responsible behavior. (2) Emotional experience mediates the relationship between educational, engagement, and escapism experiences and the inclination to act responsibly. (3) The utilization of digital information technologies positively moderates the conversion of emotional experience into a willingness to behave responsibly. (4) Ecotourism responsibility is linked to daily behavior, and cognitive and emotional experiences foster long-term environmental protection. This study provides a pioneering approach to enhancing tourism offerings within the scenic area and nurturing a sustainable human-environment relationship.

Key words： Luya Mountain; ecotourism experience; emotional experience; environmentally responsible behavior

Cite this article

WEI Xiaoqin , CHENG Zhanhong . Influence of Ecotourism Experience on Tourists’ Environmentally Responsible Behavior: A Case Study of Luya Mountain Scenic Area[J]. Journal of Resources and Ecology, 2025 , 16(2) : 558 -568 . DOI: 10.5814/j.issn.1674-764x.2025.02.023

1 Introduction

In contemporary societies, the rise of industrialization and urbanization has led to a reduction in the public’s direct engagement with the natural environment, abating their environmental concern and potentially contributing to ecological crises (Martin et al., 2020). Ecotourism places paramount emphasis on fostering a harmonious relationship between tourists and the natural environment and prioritizes the preservation and sustainability of natural landscapes, ecosystems, and wildlife. It caters to the yearnings of tourists for distinctive ecotourism attractions, offering a serene retreat from the fast-paced urban life while cultivating a profound connection with the natural world. Immersed in ecological settings, tourists eagerly seek to expand their understanding of the natural environment. Consequently, ecotourism renders visitors extraordinary opportunities to intimately link with the natural world, actively participate in environmental preservation, and revel in the breathtaking beauty of nature. This holistic approach encourages collaboration between tourists and destination managers, facilitating the creation of shared value within tourism locales and minimizing environmental degradation.
The concept of ecotourism was initially introduced by IUCN in 1983. Grounded in the principle of sustainable development, ecotourism relies on pristine areas to showcase landscapes and wildlife, emphasizing minimal disruption to local ecosystems during tourism activities. It serves as a conduit for enriching travel experiences, environmental education, and mental rejuvenation. Current research on tourism experience predominantly revolves around ecotourism experience (Li et al., 2021a), satisfaction level (Carvache-Franco et al., 2020), tourism experience development (Chen et al., 2020), and ecotourism strategies (Saidmamatov et al., 2020). However, there remains a momentous need for further investigation into the comprehensive influence of various facets of tourism experiences on environmentally responsible behavior.
The emotional spectrum of tourists primarily comprises two prevailing emotion dimensions: positive and negative. Positive emotions encompass happiness, interest, and affection, which are usually evoked by the feelings of “discovery, identification, return, and leisure”. As travelers prioritize enjoyment, emotions play a pivotal role in their travel experiences, notably in recollection and reflection. Conversely, negative emotions arise from uncertainties within the tourism environment. Particularly when the expectations of tourists are unmet, fear, sadness, aversion, and anger may emerge. Presently, there exists an inadequacy in comprehensively summarizing tourists’ emotional experiences in natural settings, highlighting the necessity for deepening the understanding of psychological triggers of emotions in ecotourism. In the realm of psychology, variables associated with psychological processes can be broadly categorized into sensation and emotion. Regarding tourism, themes related to sensory experiences have been extensively explored, such as place attachment (Huo et al., 2023) and awe (Niu and Liu, 2022), as well as emotions beyond consciousness, including nostalgia (Jiang and Sun, 2019) and empathy (Kim and Koo, 2020). Nevertheless, the psychological mechanisms driving emotions in ecotourism experience remain obscure.
Environmentally responsible behavior encompasses the conscious endeavors of individuals to mitigate their or others’ negative impacts on the ecological environment or engage in environmental conservation activities (Patwary, 2023). It emphasizes actions that demonstrate reverence, adaptability, and safeguarding of nature, spotlighting the constructive role of individuals in enhancing the ecological balance. Existing studies on the determinants of environmentally responsible behavior predominantly adopted a rational viewpoint, drawing from theories like Norm Activation Theory and Planned Behavior Theory to explore how subjective norms, knowledge, attitudes, and other factors influence environmentally responsible behavior.
This paper systematically elucidates the mechanism by which four elements of tourist experience (education, esthetics, engagement, and escapism) in an ecological tourism framework influence environmentally responsible behavior, considering indignation, affection, and empathy as the primary emotions of tourists. It probes into natural ecotourism and examines the relationship between environmentally responsible behaviors in both daily life and tourism contexts, with Luya Mountain as the location for empirical investigation. This research dissects the internal dynamics motivating tourists to embrace environmentally responsible behavior, thereby rendering a valuable theoretical reference and enriching existing literature. It aims to galvanize tourists’ environmental conservation ethos from cognitive and emotional perspectives, furnish feasible guidance to promote sustainable development in ecotourism destinations, foster harmonious relationships between people and nature in the region, and propel environmental conservation endeavors.

2 Theoretical foundation and research hypothesis

2.1 Educational experience

The International Ecotourism Association (IAF) defines ecotourism as a responsible journey for nature conservation that integrates interpretation and education. Educational experience is a pivotal amalgamation of thoughts, emotions, and actions, substantially enriching travelers’ learning during leisure pursuits (Li et al., 2021b).
Scholars such as Orams (1996) introduced educational paradigms in ecotourism, underscoring the necessity for scenic areas to develop comprehensive educational initiatives, deepen the psychological connection between tourists and the surrounding wildlife and flora, and ultimately promote environmentally responsible behavior. Li demonstrated that tourism education significantly contributed to the environmental literacy of outbound Chinese tourists, empowering them with environmental knowledge and heightening their appreciation of the environment and desire to partake in environmentally responsible behaviors (Li et al., 2021c). Ping Wang corroborated the positive influence of interpretative programs within scenic areas on the ecological behavior of forest recreationists (Wang et al., 2016). Furthermore, Cong and He suggested that science education interactions focusing on wildlife positively impacted tourists’ positive emotions (Cong and He, 2020). Based on the above analysis, this paper posits the following hypotheses:
H1a: Tourists’ educational experiences significantly and positively affect their emotional experiences.
H3a: Tourists’ educational experiences significantly and positively influence their willingness to engage in environmentally responsible behavior.

2.2 Esthetic experience

The esthetic dimension of tourism refers to visitors that immersed in natural or cultural environments deeply appreciating beauty based on sensory esthetics, internalizing this pleasure, and eventually transforming into their ecological values. Rooted in Gestalt psychology, esthetic experience highlights human perception and response to symmetry, unity, and harmony in external visual stimuli.
Encountered with diverse sensory stimuli in the context of ecotourism, tourists establish a natural connection between esthetics and tourism and culminate in pleasurable esthetic experiences. Consequently, their personalities will be reshaped in esthetic experiences, thus potentially inducing behavioral changes. Righi et al. (2017) supported the crucial role of esthetic experiences in regulating emotional interactions between tourists and the natural environment, as evidenced by event-related potential methods. Similarly, Le et al. (2019) concluded that visual esthetic experiences could encourage environmental conservation behaviors through eye-tracking experiments and questionnaire analyses. Subsequently, this paper proposes the following hypotheses:
H1b: Tourists’ esthetic experiences have a significant positive impact on their emotional experiences.
H3b: Tourists’ esthetic experiences significantly influence their willingness to engage in environmentally responsible behavior.

2.3 Engagement experience

The engagement dimension encompasses sensory immersion when directly interacting with flora and fauna. It underscores that tourists are no longer content with superficial observation but seek deeper personal involvement and experiential connections. Drawing theoretical inspiration from Goffman’s theater model, this concept likens the tourism experience to a theatrical performance. In this analogy, tourism destinations serve as the “stage”, with tourists assuming roles as both the audience and active participants in the “theater performance” (Goffman, 1978). It highlights that tourists not only passively consume products but also actively contribute to product design and development, transitioning from passive observers to engaged contributors.
In this study, engagement experience specifically pertains to the interaction between tourists and ecotourism resources in the realm of ecotourism. Liu proposed that personal engagement significantly positively impacted environmental and behavioral intentions within eco-lodging contexts (Liu et al., 2009). Similarly, Song indicated that the greater the tourists’ involvement, the more positively its influence on tourists’ value co-creation behaviors (Song and Li, 2019). Furthermore, Ballantyne suggested that tourists’ reflective engagement ultimately led to their practice of environmental responsibility (Ballantyne et al., 2011). On this basis, the following hypotheses are formulated:
H1c: Tourists’ engagement experience has a significant positive impact on their affective experience.
H3c: Tourists’ engagement experience significantly influences their willingness to engage in environmentally responsible behavior.

2.4 Escapism experience

Escapism experience represents the psychological release tourists feel when breaking away from their everyday environment, sparking their desire to reconnect with nature. Ecotourism endows tourists with the opportunity to explore their inner selves and experience role transformations across times and spaces. This transformative process turns tourism into a unique form of social therapy program (Uriely, 2005).
According to Cohen, tourism serves as a catalyst for individuals seeking to discover new aspects of themselves beyond their daily routines (Cohen, 1979). Qu and Ping proposed that the interplay between tourism experience and individuals’ physical and mental processes satisfied their psychological yearning for comfort, rendering a sense of mental relaxation (Qu and Ping, 1999). Lee conducted research through a systematic sampling of guests in the Ryukyu Islands, revealing that escapism experience significantly and positively influenced tourists' environmentally responsible behaviors in their travel destinations and daily lives (Lee et al., 2015). Consequently, this article posits the following hypotheses:
H1d: Tourists’ escapism experience has a significant positive impact on their emotional experience.
H3d: Tourists’ escapism experience significantly influences their willingness to engage in environmentally responsible behavior.

2.5 Emotional experience

Emotional experience differs from transient sensations as emotions can gradually ascend to consciousness (Liu and Jin, 2015). According to the cognitive emotion intention theory and the cognitive evaluation theory of emotion, tourists’ encounters with environmental events trigger a series of mental processes involving self-assessment, ultimately shaping their cognitive perceptions and behavioral intentions.
The literature review and field surveys disclose three primary categories of tourists’ emotional experience: deep affection for nature and wildlife, empathetic responses to wildlife, and self-blame stemming from contributing to environmental pollution. Upon observing and interacting with the ecological environment or local wildlife, tourists simultaneously derive sensory pleasure, elevating their joy and further transforming their environmental values. Empathy toward wildlife and plants, accompanied by feelings of compassion or frustration over inadequate protection, enhances individuals’ emotional connection to nature, impacting their environmental conservation behavior. Moreover, when tourists realize their lack of awareness regarding environmental protection or their role in environmental harm, they may experience negative emotions such as self-blame before taking corrective action. Kals suggested that affection for nature and negative emotions from insufficient environmental protection positively influenced environmental conservation intentions (Kals et al., 1999). In a longitudinal survey, Ballantyne found that tourists’ efforts to understand animal emotions and cultivate empathy substantially impacted their environmental behavior (Ballantyne et al., 2011). Therefore, the following hypothesis is proposed:
H2: Tourists’ emotional experience significantly and positively affects their environmentally responsible behavior.

2.6 Utilization of digital information technologies

Tourism stands at the forefront of experiential economy evolution, where a genuinely exceptional tourism experience necessitates the seamless integration of a diverse range of digital information technologies. By crafting intelligent environments in both physical environment and digital realms, tourism destinations can revamp the flow of tourism information, optimize resource utilization, and enhance tourism experience. This involves embedding a wealth of environmental education information intertwined with ecological values. Tourists leverage digital information technologies to
disseminate information concerning the natural environment and wildlife in scenic locales, enriching ecotourism experience and reinforcing commitment to environmentally responsible behavior. Prahalad and Ramaswamy contended that information technologies facilitated the collaboration between consumers and providers, promoting overall experiential value (Prahalad and Ramaswamy, 2004). Additionally, Buonincontri underscored how tourists’ social media sharing broadened the spatiotemporal dimensions of their tourism experience (Buonincontri et al., 2017). According to the above analysis, this paper proposes the following hypothesis:
H4: Using digital information technologies significantly and positively moderates the relationship between emotional experience and environmentally responsible behavior.
Four pivotal drivers are derived from the insights provided: education, esthetics, engagement, and escapism experience. Moreover, two prominent factors are introduced: tourism emotional experience and the utilization of digital information technologies. Collectively, these elements form a comprehensive framework delineating the path toward environmentally responsible behavior (Figure 1).
Figure 1 The theoretical model

3 Study design and data source

3.1 Study area

Luya Mountain Scenic Area, a nationally acclaimed AAAA- level tourist destination, is strategically nestled within the boundaries of Xinzhou City, Shanxi Province. Positioned at the crossroads of Ningwu, Wuzhai, and Shenchi counties, this pristine sanctuary spans from 111°46′E to 112°54′E and from 38°36′N to 39°02′N, boasting an unparalleled blend of natural wonders and ecological harmony that make it a beacon for ecotourism enthusiasts. The breathtaking panorama of Luya Mountain’s towering summit, lush coniferous forests, distinctive rock formations, and ancient ice caves that trace their history back three million years form the cornerstone of its allure. This extraordinary ensemble of features creates an enchanting backdrop for the development of local ecotourism. Nestled in the transition zone between the North Shanxi Plateau and the Loess Plateau, Luya Mountain stands as an untarnished mountainous ecological haven in the northern region and a sanctuary in harmony with the environment, rendering visitors a serene refuge from the clamor of urban life and an unfiltered connection to the splendors of the natural world. Amidst this serene ambiance, visitors can revel in the majesty of the mountains, inhale the pure and invigorating air, be enveloped in luxuriant greenery, encounter indigenous wildlife, and acquire valuable ecological insights. These compelling attractions collectively beckon a substantial influx of tourists eager to indulge in this extraordinary experience. Beyond its intrinsic beauty, the Luya Mountain Scenic Area plays a pivotal role in propelling local economic growth. Leveraging its bounteous natural splendor and unique geographical characteristics, Luya Mountain Scenic Area emerges as an ideal research setting, facilitating a comprehensive exploration of the impact of ecotourism experience on tourists’ environmentally responsible behavior.

3.2 Questionnaire design

The questionnaire comprises two primary sections. The first part contains the four-dimensional scale of tourism experience, the emotional experience scale, and the scale assessing environmentally responsible behavior in both tourism and daily life contexts. To enhance clarity, each scale incorporates specific components. The four-dimensional scale primarily draws from the cruise experience scale developed by Hosany and Witham (2010) and the knowledge dimension scale established by Wang et al. (2016). The esthetic evaluation scale is modeled in accordance with the work of Le et al. (2019). The consumer involvement profile scale is developed based on Kapferer and Laurent (1985). The engagement scale is formulated following the approach outlined by Gursoy and Gravcar (2003). The Emotional Experience Scale is constructed using indicators derived from the Eco-centric Attitude Toward the Environment Scale by Thompson and Barton (1994). Meanwhile, the Environmentally Responsible Behavior Scale incorporates indicators from the scales developed by Liu and Jin (2015). The second section is dedicated to collecting demographic information.

3.3 Data collection

The survey team conducted questionnaire distribution and collection in July 2021 within the Luya Mountain Scenic Area, Xinzhou City, Shanxi Province. Random sampling was employed as the primary method for participant selection. Five survey points were designated, including the main entrance parking lot, Bingkouwa, the summit of Luya Mountain, Lotus Leaf Plat, and Wannian Ice Cave. A total of 725 questionnaires were retrieved, of which 632 were deemed valid, resulting in an effective recovery rate of 87.2%. Generally, the sample distribution was relatively even. Among the respondents, males and females accounted for 48.9% and 51.1%, respectively, presenting a slight predominance of females. In terms of age distribution, young and middle-aged individuals were the majority. As for educational attainment, 42.1% of participants possessed undergraduate and college degrees. Regarding monthly income, medium-class (3001-6000 yuan per month) constituted 41%, illustrating a distribution pattern of “low at both ends and high in the middle.”

4 Result and analysis

4.1 Examination of reliability and internal consistency validity

Factor loadings were first calculated to assess the strength of the relationship between each latent factor and its corresponding observed variable. The standardized factor loadings for all questionnaire items range from 0.641 to 0.809, exceeding 0.6 and satisfying the significance criterion of being greater than 0.5. To evaluate internal consistency, a combination of reliability (CR) and Cronbach’s alpha coefficient was employed. Specifically, the combined reliability values for the scales consistently surpass 0.8, verifying the solid reliability of the questionnaires. Moreover, Cronbach’s alpha coefficient for the overall scale yields a value of 0.959, significantly surpassing the minimum threshold of 0.8, indicating robust internal consistency across the scales. Average variance extracted (AVE) values were adopted for the assessment of the ability of variables to reflect underlying constructs. The results show that all AVE values meet the validity test requirements, with absolute values exceeding 0.4 (Table 1). Notably, all factor loadings are less than the square roots of their corresponding AVE, signifying a certain level of correlation between latent variables and discriminant validity among them. This underscores the robust convergent validity of the scale (Table 2).
Table 1 Reliability and validity test
Variable Code Factor loading CR AVE Cronbach’s alpha
Educational experience TLE1 0.788 0.901 0.603 0.9
TLE2 0.809
TLE3 0.752
TLE4 0.779
TLE5 0.773
TLE6 0.755
Esthetic
experience		 TAE1 0.741 0.865 0.562 0.864
TAE2 0.745
TAE3 0.763
TAE4 0.785
TAE5 0.711
Engagement experience TENE1 0.753 0.873 0.579 0.872
TENE2 0.767
TENE3 0.781
TENE4 0.775
TENE5 0.728
Escapism
experience		 TESE1 0.69 0.851 0.588 0.85
TESE2 0.777
TESE3 0.807
TESE4 0.788
Emotional
experience		 TEMOE1 0.735 0.89 0.536 0.892
TEMOE2 0.722
TEMOE3 0.76
TEMOE4 0.658
TEMOE5 0.739
TEMOE6 0.758
TEMOE7 0.749
Environmentally
responsible
behavior		 TERB1 0.731 0.888 0.5 0.893
TERB2 0.733
TERB3 0.784
TERB4 0.746
DERB1 0.664
DERB2 0.641
DERB3 0.682
DERB4 0.657
Table 2 Differential validity test
Validity test Educational experience Esthetic experience Engagement experience Escapism experience
Educational experience 0.603
Esthetic experience 0.743 0.562
Engagement experience 0.733 0.719 0.579
Escapism experience 0.622 0.656 0.667 0.588
Ave square root 0.777 0.750 0.761 0.767

4.2 Model mediation and moderation analyses

4.2.1 Mediation analysis

The structural equation modeling analysis was utilized to identify driving factors behind tourists’ environmentally responsible behavior in their ecotourism experience at Luya Mountain Scenic Area. Furthermore, the path coefficients for each relationship were verified through path testing. The Bias-corrected and Percentile Bootstrap methods were employed to ascertain the significance of the mediating effects. The results in Table 3 present that except for the path where esthetic experience influences environmentally responsible behavior through the mediation of emotional experience (indirect effect 2), which is non-significant, all other paths, including educational experience, engagement experience, and escapism experience, exhibit a fully mediating impact on environmentally responsible behavior through emotional experience.
Table 3 Goodness-of-fit indices for path validity
Effect path Standardized coefficients SE Bias-corrected 95% CI Percentile 95% CI
Lower Upper P Lower Upper P
Indirect effect 1 0.072 0.034 0.020 0.157 0.004 0.017 0.148 0.007
Indirect effect 2 0.008 0.034 -0.055 0.079 0.778 -0.058 0.076 0.827
Indirect effect 3 0.113 0.036 0.054 0.199 <0.001 0.046 0.186 <0.001
Indirect effect 4 0.190 0.054 0.108 0.318 <0.001 0.103 0.312 <0.001
Standardized Indirect effect 1 0.105 0.045 0.028 0.212 0.005 0.026 0.202 0.007
Standardized Indirect effect 2 0.011 0.044 -0.071 0.102 0.784 -0.074 0.100 0.827
Standardized Indirect effect 3 0.155 0.047 0.075 0.261 <0.001 0.065 0.251 <0.001
Standardized Indirect effect 4 0.220 0.054 0.130 0.340 <0.001 0.127 0.336 <0.001

Note: The path of effect 1: educational experience → emotional experience → environmentally responsible behavior; the path of effect 2: esthetic experience → emotional experience → environmentally responsible behavior; the path of effect 3: engagement experience → emotional experience → environmentally responsible behavior; the path of effect 4: escapism experience → emotional experience → environmentally responsible behavior.

4.2.2 Moderation analysis

The model incorporated emotional experience as the independent variable, digital information technologies as the moderating variable, environmental responsibility behavior as the dependent variable, and an interaction term. It exhibits a strong fit at χ²/df=2.650, IFI=0.950, NFI=0.922, CFI= 0.950, and RMSEA=0.051. The interaction term between emotional experience and digital information technologies positively moderates environmentally responsible behavior with β=0.06 and P<0.001. Consequently, this validates the hypothesis that emotional experience indeed exerts a moderating influence on environmentally responsible behavior through the utilization of digital information technologies.
Upon scrutinizing the standardized path coefficient diagram in Figure 2, it is evident that education, engagement, and escapism experiences impact environmentally responsible behavior through the mediating role of emotional experience, affirming H1a, H1c, and H1d. Concerning the direct effects of these four factors on environmentally responsible behavior, only the path representing the influence of engagement experience on environmentally responsible behavior withstands the test, substantiating H3c. Specifically, escapism experience exerts the most pronounced influence on tourists’ emotional experience in tourism, with a standardized path coefficient of 0.378. This is followed by the driving effect of engagement experience, with a standardized path coefficient of 0.225.
Figure 2 Path coefficients of the structural equation model

Note: *** indicates P≤0.01, ** indicates P≤0.05, and * indicates P≤0.1.

Emotional experience plays a mediating role, facilitating the transformation of cognitive stimulation received by tourists into profound emotional experience through sensory engagement. This heightens emotional connection and further fortifies tourists’ intentions to engage in environmental actions. As a result, H2 holds. Moreover, the moderating effect implies that digital information technologies, as a moderating variable, significantly impact environmentally responsible behavior, validating H4.

4.3 Canonical correlation analysis

As the culmination of the tourism experience, the reminiscence stage encompasses tourism reflection and introspection. During this phase, tourists reevaluate and transform their perceptions, generating subsequent actions. To gauge tourists’ willingness to participate in environmentally responsible behavior across diverse tourism contexts, particularly their inclination to continue environmental protection in their daily lives, this study conducted a canonical correlation analysis.
Willingness to behave responsibly in daily life (the validation variable) and that in tourism (the control variable) were set to be two distinct variables, represented by X1 (Tourism environment learning intention), X2 (Tourism environment action intention), X3 (Tourism environment discourages intention), X4 (Tourism environment persuades willingness), Y1 (Daily environment learning intention), Y2 (Daily environment action intention), Y3 (Daily environment consuming intention), and Y4 (Daily environment persuades willingness), respectively, to capture different forms of willingness (Table 4). The analysis centered on the relationship between them. Four pairs of canonical correlations were established. Among them, only two pairs, U1 & V1 and U2 & V2, exhibit statistically significant correlation coefficients.
Table 4 Typical correlation coefficients
Dimensions Code/variables U1 V1 U2 V2
Tourism environmental responsibility intention variable X1 (Tourism environment learning intention) -0.796 -0.573 0.289 0.460
X2 (Tourism environment action intention) -0.774 -0.557 0.538 0.860
X3 (Tourism environment discourages intention) -0.859 -0.618 -0.154 -0.240
X4 (Tourism environment persuades willingness) -0.848 -0.61 -0.322 -0.051
Daily environmental responsibility intention variable Y1 (Daily environment learning intention) -0.592 -0.823 0.420 0.264
Y2 (Daily environment action intention) -0.557 -0.775 0.039 0.247
Y3 (Daily environment consuming intention) -0.601 -0.835 0.000 0.002
Y4 (Daily environment persuades willingness) -0.585 -0.813 -0.093 -0.581

Note: U1 & V1 represents the first pair of canonical variables extracted from the willingness for environmental responsibility behavior, and U2 & V2 signifies the second pair.

Notably, the first pair of canonical variables, U1 & V1, demonstrates a highly significant correlation (R=0.719, P<0.001). U1, the first canonical variable, accounts for 67.2% of the total variation, followed by V1, the second canonical variable, explains 65.9% of the total variation. This relationship can be expressed as follows:
${{U}_{1}}=-0.271{{X}_{1}}-0.194{{X}_{2}}-0.336{{X}_{3}}-0.407{{X}_{4}}$
${{V}_{1}}=-0.390{{Y}_{1}}-0.235{{Y}_{2}}-0.323{{Y}_{3}}-0.279{{Y}_{4}}$
where U1 and V1 represents the first pair of canonical variables extracted from the willingness for environmental responsibility behavior. X1, X2, X3, X4 denote tourism environment learning intention, tourism environment action intention, tourism environment discourages intention, and tourism environment persuades willingness, respectively. Y1, Y2, Y3, Y4 signify daily environment learning intention, daily environment action intention, daily environment consuming intention, and daily environment persuades willingness, respectively.
The second canonical pair presents a statistically significant correlation (R=0.159, P<0.05). In this case, the first canonical variable, U2, accounts for 12.5% of the total variation. By comparison, the second canonical variable, V2, explains 11.7%. It is noteworthy that the overall explanatory capacity of this pair is comparatively weaker than that of the first pair. The relationship can be expressed as follows:
${{U}_{2}}=0.372{{X}_{1}}+1.045{{X}_{2}}-0.517{{X}_{3}}-0.779{{X}_{4}}$
${{V}_{2}}=-0.456{{Y}_{1}}+0.352{{Y}_{2}}+0.358{{Y}_{3}}-1.359{{Y}_{4}}$
where U2 and V2 represents the second pair of canonical variables extracted from the willingness for environmental responsibility behavior. X1, X2, X3, X4 stand for tourism environment learning intention, tourism environment action intention, tourism environment discourages intention, and tourism environment persuades willingness, respectively. Y1, Y2, Y3, Y4 denote daily environment learning intention, daily environment action intention, daily environment consuming intention, and daily environment persuades willingness, respectively.
The analysis of the correlation between Xi and Vi reveals a stronger association between X2 and V2, with a coefficient of 0.860. This finding underscores the close connection between tourists’ commitment to environmental responsibility during their visits to Luya Mountain and their willingness to uphold environmental practices in their daily lives, particularly in advocating for environmental protection. Furthermore, the correlation coefficients of V1 with X1-4 all surpass |0.5|, with the most robust correlation observed between V1 and X3, possessing a coefficient of -0.618. This implies that the inclination of tourists at Luya Mountain toward environmentally responsible behavior during their visits generally influences their environmental learning behaviors in their daily lives. The relationship between Yi and Ui apparently discloses that all Y1-4 variables are closely related to U1. Among them, Y3 exhibits a robust correlation with a coefficient of -0.601. Conversely, the relationship between Y1-4 and U2 is less significant. This indicates that various tourists’ daily environmentally responsible behaviors are interconnected with their willingness to engage in environmental responsibility during their tourism experience, predominantly centered around advocating for ecological preservation in tourism.

5 Discussion

(1) Tourist experience encompasses three pivotal dimensions: education, escapism, and engagement, all of which possess the potential to drive environmentally responsible behavior among tourists. Existing research has predominantly spotlighted the singular driving effects of education, engagement, and other factors on environmentally responsible behavior. However, holistic exploration and theoretical framework construction are still lacking. Engagement, serving as the cornerstone for other tourism experiences, can influence environmentally responsible behavior directly and indirectly. Meanwhile, education and escapism indirectly impact such behavior by stimulating tourists’ cognition and elevating it to emotional levels. This research systematically elucidates the mechanisms through which the elements of tourist experience influence environmentally responsible behavior and assesses tourists’ environmentally responsible behavior with a scale, thus bridging critical gaps in the tourism domain. Moreover, it extends the research frontier on the drivers of environmentally responsible behavior.
(2) In the field of ecotourism, the emotional experience of tourists and the utilization of digital information technologies barely garner scholarly attention. Although research on emotional experience has transcended traditional realms of psychology and philosophy after the 1980s and found applications in the social sciences, investigations into emotions within natural ecological settings remain scarce. Consequently, this study, grounded in empirical fieldwork and literature synthesis, categorizes tourists’ emotional experiences into affection, indignation, and empathy, validating their constructive influence on environmentally responsible behavior. Regarding the utilization of digital information technologies, despite recognition of its potential to enhance the overall tourist experience, there exists a notable paucity of quantitative research delving into its influencing mechanisms on environmentally responsible behavior. This research affirms that, within the context of ecotourism, the utilization of digital information technologies extends temporal and spatial dimensions, facilitating the reconfiguration of tourism information flow. It serves as a vehicle for disseminating knowledge about natural resources and fosters inter-subjective engagement and interaction.
(3) Ecotourism plays a crucial role in instigating cognitive transformations among tourists and perpetuating a sustained influence on society, thereby effectively nurturing sustainability. Nevertheless, there remains a scarcity of research on the daily ramifications of tourist behaviors, with existing studies predominantly confined to the tourism sphere. This study stands out by encompassing willingness assessment in two key contexts, tourism and daily life, complemented by canonical correlation analysis. The findings underscore the transformative potential of ecotourism experience to impact the two distinct categories of environmentally responsible behavior among tourists. Crucially, these two forms of environmental responsibility demonstrate a profound interaction. It is noteworthy that the enhancement of tourists’ environmental responsible behavior holds promise for enduring effects on their environmentally preservation intentions in their daily lives.
(4) In an era marked by diminishing direct human-nature interactions and growing detachment between lifestyles and natural ecosystems, ecotourism emerges as an essential avenue for shaping tourists’ perceptions and advancing sustainability by fostering a harmonious relationship between humanity and nature. A paramount challenge for ecotourism destinations lies in strategically developing tourism products that not only cater to the burgeoning demand for ecotourism attractions but also strike a delicate equilibrium between diverse objectives, including biodiversity preservation and regional economic development. This study, probing into the nexus between ecotourism experience and environmentally responsible behavior, yields novel insights for steering tourist behavior and crafting tourism offerings within ecotourism destinations. To enhance tourism product design, ecotourism sites are urged to implement comprehensive educational initiatives facilitated by ecological experts and professionals. These programs can foster emotional connections in tourists by promoting ecological awareness and throwing insights into practical actions, reproduction, and survival strategies of local flora and fauna, consequently guiding tourists toward adopting appropriate environmentally responsible practices. Furthermore, immersing tourists in environments conducive to interactions with wildlife and enhancing the allure of ecotourism sites through infrastructure improvements can foster a functional reliance among tourists. Upholding ecological integrity and vigilant monitoring of environmental impacts are imperative. Deploying robust environmental monitoring systems and offering rejuvenating and stress-relieving tourism activities that transport tourists beyond their daily routines are vital to cultivating a relaxed and environmentally conscious ambiance. From a management standpoint, ecotourism destinations can harness information and communication technologies to address tourists’ information needs. Through social media platforms, they can spearhead ecological awareness campaigns. Integrating cutting-edge digital technologies into ecotourism experience bridges the gap between physical and digital realms, facilitating the conversion of tourists’ emotional experiences into environmentally responsible behavior.

6 Conclusions

Crafting tourism experience products to amplify tourists’ awareness and emotional attachment to natural resources and the ecological environment, thereby fostering sustained environmentally responsible behavior, is a paramount concern in the realm of ecotourism. This study investigates the mechanisms through which four components of tourist experience (education, esthetics, engagement, and escapism), emotional experience, and the utilization of digital information technologies impact environmentally responsible behavior. The following conclusions are yielded:
(1) Tourists’ ecotourism experience is composed of education, esthetics, engagement, and escapism, constituting pivotal drivers of environmentally responsible behavior. Education, engagement, and escapism exert positive influences on tourists’ environmentally responsible behavior and are mediated by emotional experience. Particularly, engagement experience can directly impact environmentally responsible behavior. Educational experience transcends mere cognitive enrichment by fostering sensory engagements facilitated through diverse means such as interpretive signage, guided tours, and educational resources. These avenues promote information exchange while nurturing tourists’ ethical sentiments and strengthening their bond with nature. Engagement experience encompasses social interaction, adventure, and leisure, highlighting the importance of creating attractive destinations and encouraging tourists to develop a functional dependency on tourist destinations. Escapism underscores the provision of serene and enriching physical and mental respite from the clamor of urban life, thus fostering a heightened inclination to safeguard the natural splendor. The esthetic experience of tourists has minimal influence on their ecological emotions, suggesting that perceptions of beauty do not necessarily affect emotional responses to natural environments.
(2) Emotional experience serves as a pivotal intermediary between ecotourism experience and environmentally responsible behavior. Emotional experience primarily revolves around two types: pleasure and pain. They foster environmental awareness by deepening the emotional connection between tourists and the natural world. In natural environments, tourists often experience a spectrum of intricate emotions, ranging from admiration for the splendor of nature, indignation toward environmental degradation, and sympathy for ecosystems and wildlife. Influenced by a tapestry of intertwined emotions such as self-reflection, apprehension, and compassion, emotional experience precipitates tourists’ environmentally responsible behavior.
(3) The nexus between “emotional experiences,” “the utilization of digital information technologies,” and “tourists’ environmentally responsible behavior” delineates the emotional pathway guiding tourists’ environmental responsibility. Information, transcending temporal and spatial boundaries and orchestrating immersive experiences that seamlessly blend the virtual and the tangible, catalyzes the transformation of emotional experience into environmentally responsible behavior.
(4) The influence of behavioral norms varies with context. Behavioral norms in a tourism context can primarily affect environmental learning behavior in daily life. By comparison, the impact of routine environmentally responsible behavior on tourism environmentally responsible behavior is multifaceted, emphasizing the willingness of tourism ecological protection persuasion. This implies that tourists’ behavioral intentions after a tourism experience may be ephemeral in their daily lives. Daily behavioral norms wield a broader impact in the realm of tourism.

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