Optimisation of habitat environment in traditional villages led by ecological wisdom——research based on tourist perception and sense of place

Tourists play a crucial role in the development of traditional villages, not only as participants in cultural heritage preservation and ecological environment protection but also as key drivers of sustainable tourism development. This study aims to explore how tourists’ travel motivations, perceived values, and sense of place identity influence their attitudes and intentions toward the ecological tourism development of traditional villages, thereby providing new perspectives for the planning and construction of village living environments under the guidance of ecological wisdom principles. Focusing on traditional villages in ethnic regions of China, this study constructs a theoretical model that integrates travel motivations, perceived values, sense of place, positive attitudes, and behavioral intentions, analyzing the interrelationships among these factors. The results reveal that, among the factors directly influencing tourists’ behavioral intentions, travel motivations, place attachment, and positive attitudes exert the most significant impact, followed by place identity, cultural perceived value, and functional perceived value. This study explores how the integration of community interaction and ecological protection can promote the capitalization of local cultural assets and sustainable cultural development, providing new perspectives for the planning and construction of traditional village living environments under the guidance of ecological wisdom principles.