Experiential value and environmentally responsible behavioral intention in rock-climbing tourism: The role of place attachment and biospheric value

Abstract

With increasing emphasis on environmental issues in outdoor leisure tourism, understanding the environmentally responsible behavioral intention (ERBI) of tourists is crucial to sustainable development. We explored the novel chain-mediating effect of experiential value on ERBI through place attachment and biospheric value among 300 recreational climbers in Yangshuo County, Guilin City. Using confirmatory factor analysis (CFA) and structural equation modeling (SEM), we found that the experiential value of climbing resorts had a direct effect on place attachment and biospheric value. Experiential value and place attachment had a moderate effect on ERBI, while biospheric value had a positive effect on ERBI. However, experiential value and place attachment indirectly influenced ERBI through the mediating effect of biospheric value. Finally, experiential value indirectly affected ERBI via the chain-mediating effects of place attachment and biospheric value. These findings extend existing theoretical frameworks by elucidating previously underexplored chain-mediation relationships. Practical insights derived from this study include strategies for enhancing the management and environmental protection of rock-climbing resorts. These strategies should focus on deepening the emotional connection between recreational climbers and the environment through innovative marketing approaches that emphasize tailored environmental protection activities, community involvement, and sustainable tourism practices.

Management implications

The findings suggest three innovative strategies, building on existing practices, to foster sustainable tourism in rock-climbing resorts by connecting tourists with the environment. First, immersive programs such as ecotourism, wildlife observation, and multimedia experiences would enhance experiential value. These programs can promote environmentally responsible behavior by actively engaging tourists in environmental education and encouraging deeper interactions with nature, fostering place attachment and biospheric values. Second, content marketing, including storytelling and environmental campaigns that emphasize the ecological significance of rock-climbing resorts could position them as advocates for environmental conservation, especially ecosystem and biodiversity preservation. Third, personalized marketing can strengthen place attachment. Tourists could share personal photos on social media and receive symbolic rewards, such as sustainable tourism certificates. These strategies will actively engage tourists in environmental conservation and sustainable tourism efforts, foster long-term participation, and enhance the unique appeal of resorts as leaders in eco-friendly tourism.

Management implications

The findings suggest three innovative strategies, building on existing practices, to foster sustainable tourism in rock-climbing resorts by connecting tourists with the environment. First, immersive programs such as ecotourism, wildlife observation, and multimedia experiences would enhance experiential value. These programs can promote environmentally responsible behavior by actively engaging tourists in environmental education and encouraging deeper interactions with nature, fostering place attachment and biospheric values. Second, content marketing, including storytelling and environmental campaigns that emphasize the ecological significance of rock-climbing resorts could position them as advocates for environmental conservation, especially ecosystem and biodiversity preservation. Third, personalized marketing can strengthen place attachment. Tourists could share personal photos on social media and receive symbolic rewards, such as sustainable tourism certificates. These strategies will actively engage tourists in environmental conservation and sustainable tourism efforts, foster long-term participation, and enhance the unique appeal of resorts as leaders in eco-friendly tourism.