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

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.