Does the Environmental Fit of Tourists in Agricultural Heritage Sites Promote Pro-Environmental Behavior? —Exploring the Mediating Role of Place Attachment

Agricultural heritage tourism resources, represented by ecological vulnerability and cultural sensitivity, require careful stewardship. Tourists' environmentally responsible actions are vital for preserving both the natural and cultural environment of these destinations, ensuring their sustainability. According to “cognition-emotion-behavior theory” and the hierarchy model of tourism experience, this study constructs a conceptual model between tourists' environmental fit, place attachment and pro-environmental behavior. Structural equation modeling and the Bootstrap method are employed for empirical testing. Results indicate that: (1) Function fit has a significant positive effect on tourists' pro-environmental behaviors. (2) Service fit also has a significant positive effect on tourists' pro-environmental behaviors. (3) Place attachment mediates the relationship between environmental fit and pro-environmental behaviors. Therefore, recommendations are offered for managing agricultural heritage tourism destinations to cultivate tourists' sense of functional fit and service fit and to strengthen their place attachment.