Driving Factors of Environmental Responsibility Behavior of Residents in Rural Tourism Places

The rural tourism destination residents are the core participants in organizing rural tourism activities. Promoting environmental responsibility behaviors among them is of great significance for achieving the rural revitalization strategy and promoting the sustainable development of rural tourism. Based on the Theory of planned behavior (TPB), this study constructs a framework of the influencing mechanisms of rural tourism residents’ willingness to engage in environmentally responsible behavior and environmentally responsible behavior based on 247 rural tourism site residents in Xingwen County, Sichuan Province, explores the moderating effects of environmental policy factors in each dimension on the willingness-behavior relationship, and empirically analyzes the theoretical framework using structural equation modelling (SEM). The findings show that subjective norms (SN), perceptual behavior control (PBC) and environmental attitudes (EA) have positive driving effects on environmental behavior intention (EBI), respectively; each dimension of environmental policy has different intervention effects on environmental behavior intention (EBI) affecting environmental responsible behaviour (ERB); and public participation-based policies (PPP) do not have positive moderating effects on the conversion of environmental behavior intention (EBI) into environmental responsible behaviour (ERB). Finally, the corresponding theoretical basis and management suggestions are provided to improve the environmentally responsible behaviour (ERB) of residents in rural tourism places.