Embarking on the trail of sustainable harmony: Exploring the nexus of visitor environmental engagement, awareness, and destination social responsibility in natural parks

The importance of pro-environmental behavior of tourists in nature-based public destinations is undeniable. This study investigates the role of perceived environment quality and environmental awareness on pro-environmental behavior through environmental engagement. The moderation role of social destination social responsibility on the association between environmental engagement and pro-environmental behavior is additionally examined. Based on survey responses (N = 394) from visitors of a nature-based public park (Melal Park of Sari, Iran) and using structural equation modeling, environmental engagement is introduced as a key antecedent of proenvironmental behavior. Results establish positive associations of perceived environment quality on proenvironmental behavior mediated through environmental engagement, although do not provide evidence for an indirect effect of environmental awareness on pro-environmental behavior. Destination social responsibility positively moderated the relationship between environmental engagement and pro-environmental behavior. Improving visitors' perception and impression of the park's environmental quality establishes a psychological and behavioral bond resulting in minimizing environmental damage. Merely increasing environmental awareness is insufficient to cause visitors to engage in pro-environmental behavior. Lastly, the article provides suggestions to park managers on ways to implement practical social responsibility solutions to strengthen visitors' pro-environmental behavior.

Automated summary

This study explores the impact of perceived environment quality and environmental awareness on pro-environmental behavior among tourists in nature-based public destinations, and identifies environmental engagement as a key factor. Furthermore, it examines the moderating role of social destination social responsibility on the association between environmental engagement and pro-environmental behavior.