Research on the Impact of Climate Change Perceptions on the Carbon Offset Behavior of Visitors to Wuyi Mountain Forestry Heritage Site

Abstract

Forestry heritage tourism can spread the ecological concept of harmonious coexistence between humans and nature, and it is a nature-based solution to climate change. However, how tourists are guided to form an emotional identity and how their attention to climate change issues can be stimulated continuously remain unclear. Therefore, in this study, we selected the Wuyi Mountain Forestry Heritage Site as our study site and employed PLS-SEM to analyze the responses of 384 tourists, thereby examining the underlying mechanism linking their perceptions of climate change to carbon offset behaviors within forestry heritage sites. The results showed the following: Perceptions of climate change had a positive and significant impact on carbon offset behavior (β = 0.310, p < 0.001), ecological identity had a positive and significant impact on carbon offset behavior (β = 0.375, p < 0.001), and the sense of environmental responsibility had a positive and significant impact on carbon offset behavior (β = 0.226, p < 0.01). At the same time, ecological identity and environmental responsibility play an intermediary role, and the impact of climate change perception on the carbon offset behavior of tourists at forestry heritage sites is moderated by tourists’ health attitudes. In addition, gender, age, and educational background have an impact on the process of carbon-offsetting behavior development at forestry heritage sites. This research further clarifies the internal logic of tourists’ carbon offset behavior in the context of heritage tourism, helps to enrich the theoretical system of Nbs and heritage tourism research, and provides a feasible reference for the realization of the SDGs.

1. Introduction

Under the dual pressure from the environment and economy in the 21st century, carbon emissions reduction has become a major challenge worldwide [1]. Forests constitute the main body of terrestrial ecosystems, playing the important role of absorbing and storing carbon dioxide. According to the assessment of the United Nations Food and Agriculture Organization, the annual carbon fixed by forests accounts for about two-thirds of the total carbon fixed by the entire terrestrial ecosystem and plays an irreplaceable role in mitigating and adapting to climate change [2]. As an important cornerstone for steadily achieving carbon neutrality and promoting green economic development, exploiting the ecological function of forests is an innovative way of offsetting industrial emissions reduction and accelerating the realization of carbon neutrality, and it is also the best choice for nature-based climate change solutions [3]. It offers unique advantages in ecological poverty alleviation, carbon sink trading, and the value realization of ecological products [4].

Meanwhile, in forestry production practices over the years, humans have developed a vast body of forestry heritage, with significant ecological, economic, cultural, scientific, esthetic, and other values through the protection, cultivation, and utilization of forests’ natural resources. Forestry heritage refers to “the material and intangible forestry remains formed in the long-term practice of forestry production, harmonious coexistence with nature, protection, cultivation and utilization of forestry natural resources, which have significant ecological, economic, cultural, scientific and esthetic values, and have important symbolic significance to reflect the historical process of forestry”. It is an important way of spreading the ecological concept of harmonious coexistence between humans and nature and coping with climate change, and it plays an important role in how humans inherit the historical practices and products of global forestry protection and advanced ecological culture [5,6]. Therefore, protecting and rationally developing forestry heritage, studying its ecological mechanisms, and promoting its systematic management technologies can help us meet the requirements of nature-based solutions. Such practices can protect natural ecosystems from degradation and transformation, help people manage existing production systems in a more sustainable manner to support ecosystem health and maintain resilience at the landscape level, and restore a certain degree of productivity to degraded ecosystems, thereby enhancing ecosystems’ functions. Forestry heritage tourism is an important means of inheriting and spreading ecological culture through nature-based solutions. It has important ecological and cultural qualities and social significance [7] and is one of the most ideal developments in modern tourism [8,9]. However, in the context of forestry heritage tourism, tourists are not only participants in heritage protection but also practitioners of ecological protection. Determining how to draw tourists’ attention to climate change issues in a lasting manner, help them to form a sense of identity with respect to the ecological environment and a sense of responsibility for environmental protection, and then encourage them to carry out a series of carbon reduction and carbon sequestration practices, effectively allowing the realization of the ecological and social value of forestry heritage tourism, is crucial for achieving the Sustainable Development Goals (SDGs) [10].

Research in the fields of carbon offset and forestry heritage tourism has achieved substantial development, providing a solid foundation for the methodology and content of this study and offering clear research direction and theoretical support. On the one hand, existing studies on carbon offset primarily focus on macro-level analysis [11]. From the perspective of spatial scales, previous studies have constructed carbon offset models at the provincial, county, and watershed levels [12,13,14,15], and have also examined carbon offset issues at the scale of functional zones [16]. In terms of application domains, research has primarily focused on forest carbon offset [17] and agricultural carbon offset [18]. Additionally, the relationship between climate change and carbon offset has been explored [19,20]. However, studies at the micro-level are relatively scarce. Although individuals play a crucial role in practicing carbon offset to address climate change, research on how perceptions of climate change influence human carbon offset behaviors remains scarce [21].

On the other hand, research on heritage tourism has already yielded a wealth of findings [22]. Among the methodologies commonly employed are Structural Equation Modeling (SEM) [23], scenario experimental methods [9], and case study approaches [24], which have been used to explore the mechanisms and influencing factors of how heritage site characteristics impact visitor behavior. Additionally, factors such as identification, sense of responsibility, and health attitudes have been identified as significant emotional determinants of visitor behavior in heritage tourism [25,26,27], providing a robust theoretical foundation for studies on visitor behavior.

However, due to the unique nature of forestry heritage compared to other types of heritage, it possesses distinctive ecological service values and ecological and cultural landscape values [5,6]. This uniqueness has resulted in existing research findings being insufficient to fully elucidate, from a theoretical perspective, the pathways through which visitors contribute to the protection and sustainable development of forestry heritage [28]. In summary, current studies provide a solid theoretical foundation for understanding the underlying mechanisms of visitor behavior. Nevertheless, in the specific context of forestry heritage tourism, where visitors play a pivotal role in carbon offset, and given that macro-level studies have established a strong connection between climate change and carbon offset [20], it is critical to explore how visitors’perceptions of climate change influence their carbon offset behaviors from their perspective. Additionally, traditional cognitive and emotional factors such as a sense of responsibility, identification, and health attitudes have not yet been validated for their applicability in the context of forestry heritage, and the specific roles these variables might play remain unexplored [25,26,27]. Therefore, it is imperative to conduct further research from the visitor’s perspective to investigate the mechanisms through which climate change perception motivates carbon offset behavior. Such studies should particularly focus on the critical issue of how cognitive and emotional factors influence this process, shedding light on their pivotal roles within the underlying mechanisms.

From a practical perspective, the energy consumption and carbon emissions of the tourism industry are increasingly significant contributors to global climate change, ranking among the major sources of greenhouse gas emissions worldwide [29]. However, while tourists largely determine the carbon footprint of travel, their overall attitude towards carbon offset in tourism remains cautious. According to the data from the 2023 Green Traveler Trends Report, travelers are becoming more open to paying for carbon offset fees, with 67% willing to accept such charges. However, most travelers emphasize that reasonable pricing is a prerequisite for considering carbon offset payments. This phenomenon has further prompted this study to deeply explore how to motivate carbon offset behavior among forestry heritage visitors. Therefore, to address existing research gaps and tackle practical issues, and to better summarize the underlying mechanisms and characteristics of visitor carbon offset behavior, this study will take the forestry heritage site of Wuyi Mountain as the research object. From the perspective of climate risk perception, it aims to investigate the generation mechanism of visitor carbon offset behavior, with the following three key questions to be addressed:

(1)

Do climate change perceptions stimulate tourists’ carbon-offsetting behaviors at forestry heritage sites?

(2)

What roles do ecological identity and perceived environmental responsibility play in the influencing mechanism?

(3)

Do health attitudes have a significant impact on the influence path?

We expect that this study will promote, at the theoretical level, the incorporation of climate change perceptions and health attitudes into the research framework of carbon compensation. This will further clarify the internal logic of tourists’ carbon compensation behaviors in the context of heritage tourism and contribute to enriching the theoretical system of carbon compensation research. At a practical level, optimal management strategies will be proposed for the special scenario of forestry heritage tourism, providing a feasible reference for achieving the SDGs.

2. Theoretical Basis and Research Hypotheses

2.1. Cognition–Affect–Conation Theory

Hilgard proposed the cognition–affect–conation theory to explain the specific behavioral responses individuals exhibit in reaction to external stimuli [30]. This theory consists of three interconnected stages: cognition, affect, and conation, which together form the basis of attitude and subsequently influence individual behavioral responses [31]. The cognition–affect–conation theory has been widely applied in tourism behavior research [32,33]. Based on this theoretical framework, this study aims to explore how climate change perception influences visitors’ carbon offset behavior during forestry heritage tourism, utilizing the cognition–affect–conation theory to uncover the underlying mechanisms.

In the cognition–affect–conation theory framework developed in this study [30], the variables are defined as follows: (1) Cognition refers to the psychological processes by which individuals receive, process, transform, and internalize external information. In the context of climate change perception, this includes subjective cognitive factors such as climate change representation and climate change risk [34], which reflect individuals’ understanding and interpretation of external environmental conditions. (2) Affect represents the subjective emotions or feelings generated based on cognitive information. Responsibility and identification are outcomes of human–environment interactions, reflecting the specific emotional connections visitors develop toward forestry heritage sites in response to climate change. (3) Conation refers to an individual’s potential behavioral tendencies or intentions in the future. Behavioral responses primarily involve the actions taken in reaction to changes in cognition and emotional states, with carbon offset behavior being a specific action exhibited by visitors based on their sense of identification and responsibility. It is important to note that within this cognition–affect–conation framework, the unique context of forestry heritage must also be considered. The risks associated with climate change may be influenced by visitors’ personal concerns about health, potentially leading to heterogeneous perceptions, emotions, and behaviors among individuals.

2.2. The Influence of Climate Change Perceptions on Carbon Offset Behavior

Tourists’ carbon offset behaviors constitute their willingness to compensate for carbon-emitting actions, increase the cost of such actions so as to achieve carbon emissions reduction and carbon sink enhancement, and promote harmony between humans and the environment [35]. Climate change perceptions are the human perception and cognition of factors such as the causes, extent, and effects of climate change [36], manifested in two forms: climate change representation and climate change risk [34]. For humans, climate change often prompts a series of value judgments and adaptive behaviors [37]. Existing studies have shown that climate change perceptions and tourism experiences can influence tourists’ behavior [38]. In addition, scholars such as Liu and Weng have proposed that tourists’ sensitivity to climate change will affect their value judgments and decision-making behaviors regarding the destinations to which they choose to travel [39,40]. Thus, in the context of forestry heritage tourism, is there a similar judgment between tourists’ climate change perceptions and carbon offset attitude variables? By combining this consideration with the purpose of this paper, the following hypothesis was developed:

H1: 

Tourists’ climate change perceptions at forestry heritage sites have a significant positive impact on their carbon offset behavior.

2.3. The Mediating Role of Ecological Identity and Perceived Environmental Responsibility

Tourists’ climate change perceptions constitute an important factor influencing their value judgments of destinations [39,40]. Ecological identity and perceived environmental responsibility are considered important emotional factors affecting the behaviors of tourists in relation to forestry heritage tourism [25,26,27]. Therefore, from the perspectives of cognition and emotion, we speculate that ecological identity and perceived environmental responsibility can serve as mediating variables between climate change perceptions and carbon offset behavior.

Ecological identity refers to the self-characteristics that connect tourists with ecology, directly affecting their ecological attitudes. It is based on the ecological relationship between humans and the surrounding environment and represents a sense of identity in relation to their surrounding natural, economic, and social environments [41]. The essential difference between climate change perceptions and ecological identity is that the latter adds an internalized emotional connection to the mix [42]. Some scholars have found that when an individual’s perceived quality of their external environment deteriorates, their internalized emotional connection and ecological identity become stronger due to their stronger demands regarding the environment [43]. In their study on green consumption behavior, Chan et al. found that the impact of customers’ emotional identities on their green purchase intentions was far greater than the impacts of knowledge and experience [44]. In addition, based on the psychological cognitive theory of “cognition–emotion–conation” [31], the cognition of external factors is the key to stimulating human emotions, and human behavioral intentions depend on public attitudes or emotions. Therefore, in this paper, we argue that climate change perceptions stimulate tourists’ ecological identities, inspiring ecological protection behavioral intentions pertaining to issues such as carbon offsetting and environmental protection. Accordingly, we propose the following hypotheses:

H2a: 

Tourists’ climate change perceptions at forestry heritage sites have a significant positive impact on their ecological identities.

H2b: 

Tourists’ ecological identities when visiting forestry heritage sites have a significant positive impact on their carbon offset behavior.

H2c: 

Tourists’ ecological identities when visiting forestry heritage sites have a mediating effect on the impact of climate change perceptions on their carbon offset behavior.

Perceived environmental responsibility (PER) is the most fundamental and important psychological variable influencing tourists’ individual green consumption choices [45]. Social information processing theory posits that individuals adjust their beliefs and attitudes based on the information provided by their surrounding environment [46]. According to this theory, climate risk, constituting important external environmental information, has a significant positive impact on tourists’ perceived sense of environmental responsibility. Climate change perceptions contain normative information about forestry heritage sites, providing an activation mechanism for tourists’ perceived sense of environmental responsibility. They convey behavioral norm signals to individuals, making tourists aware of which behaviors are acceptable [47], subtly affecting their psychological cognition and provoking them to align their moral judgment standards with social norms. At this time, unknown climate risks will prompt individuals to develop positive attitudes, such as a sense of ecological identity relating to environmental protection [48], and these attitudes will drive individuals to sacrifice their personal interests for environmental benefits, thus inspiring a perceived sense of environmental responsibility [27].

In addition, perceived environmental responsibility fully reflects an individual’s internal qualities, such as courage, perseverance, self-restraint, and public spirit, when solving environmental problems [49]. The existing research shows that perceived environmental responsibility includes an individual’s self-expectations, which will motivate them to improve their environmental behaviors and make them respond positively to environmental protection actions [50]. Meanwhile, perceived environmental responsibility can also prompt individuals to pay close attention to environmental problems, encourage them to actively take on the responsibility of environmental protection, and actively practice environmental protection behaviors [51]. That is, the stronger the perceived sense of environmental responsibility, the stronger an individual’s awareness of the role they can play in saving the environment and reducing environmental damage, and the greater their willingness to take environmental protection actions such as carbon offsetting [52]. Based on the psychological cognitive theory of “cognition–emotion–conation” [31], the cognition of external factors is the key to stimulating human emotions, and human behavioral intentions depend on public attitudes or emotions. Therefore, in the context of forestry heritage, we argue that climate change perceptions will stimulate tourists’ ecological identities, which, in turn, will prompt them to develop a sense of responsibility and inspire ecological protection behavioral intentions such as carbon offsetting and environmental protection. In summary, the following hypotheses are proposed:

H3a: 

Tourists’ climate change perceptions at forestry heritage sites have a significant positive impact on their perceived sense of environmental responsibility.

H3b: 

Tourists’ perceived sense of environmental responsibility at forestry heritage sites has a significant positive impact on their carbon offset behavior.

H3c: 

Tourists’ perceived sense of environmental responsibility at forestry heritage sites has a mediating effect on the impact of climate change perceptions on carbon offset behavior.

H3d: 

Tourists’ ecological identity and perceived sense of environmental responsibility at forestry heritage sites have a chained mediating effect on the impact of climate change perceptions on carbon offset behavior.

2.4. The Moderating Effect of Health Attitudes

As the threat climate change poses to human health continues to increase [53], health issues are becoming another focus of general concern. Health attitudes refer to the degree to which individuals pursue a healthy life, including a good state of physical, mental, and social well-being, and they are an inevitable requirement for promoting individuals’ all-around development. The existing research shows that there is a relatively close relationship between human health and recreation [54]. Health attitudes center on tourists’ value judgments, emphasizing experiences and characteristics, and are an important indicator for measuring tourists’ attention. They can directly affect health-related behaviors [55]. Greenhalgh [56] found that a lack of health knowledge leads to lower levels of physical exercise. In this paper, we argue that the formation of tourists’ carbon offset behavior is moderated by health attitudes. Among tourists, a stronger health attitude is more conducive to strengthening the influence path of climate change perceptions on carbon offset behavior. Accordingly, the following research hypothesis is proposed:

H4: 

Health attitudes have a significant positive moderating effect on the influence of climate change perceptions on tourists’ carbon offset behavior.

2.5. Multi-Group Analysis Based on Demographic Characteristics

The existing research shows that multiple different characteristics of tourists, such as gender, age, education level, and income, affect their behaviors [57]. However, a considerable amount of research still shows that the relationship between individual characteristics and tourists’ behavioral intentions is not clear. In addition, from a data perspective, research results are affected by data heterogeneity. If data heterogeneity is ignored, false conclusions may be drawn [58]. Therefore, PLS-MGA is needed to avoid the problems caused by heterogeneity [59]. Furthermore, Yaw proved that demographic characteristics affect the process of forming behavioral intentions [60]. In summary, we contend that in regard to tourism activities at forestry heritage sites, changes in factors such as tourists’ gender, age, and education levels will affect the behaviors they develop. Thus, we propose the following hypothesis:

H5: 

All variable relationships in the model show significant differences between tourists of different genders, ages, and education levels.

In summary, the complexity of carbon offset behavior lies in its involvement of individual cognition and psychological aspects [61]. Particularly in the context of climate change, the role of perception in travel experiences has been unprecedentedly amplified, necessitating a new perspective on the influence of climate change perceptions on tourists’ behavioral intentions. Therefore, to evaluate the mechanism by which climate change perceptions affect carbon offset behavior, as well as the roles of ecological identity, perceived environmental responsibility, and health attitudes in this process, this study employs a PLS-SEM model to explore their underlying relationships. The research model is shown in Figure 1.

3. Introduction to the Study Area

Wuyishan City is located in the northwest of Fujian Province, spanning from 117°37′22″ E to 118°19′44″ E and from 27°27′31″ N to 28°04′49″ N. It is a world natural and cultural heritage site and the location where Wuyi Rock Tea (Dahongpao) is made, a masterpiece of the United Nations’ intangible cultural heritage of humanity (as shown in Figure 2). The Wuyishan forestry heritage site is a model formed by ancestors through the long-term historical practice of protecting, cultivating, utilizing, and researching forests’ resources and their products [5]. The main reasons we selected the Wuyishan forestry heritage site as a case study are as follows.

(1)

The Wuyi Mountain forestry heritage site is rich in forest resources. It is at the core of key forest areas in Southern China, with a superior ecological environment and rich forest resources. It encompasses a central mountain meadow, the Zhongshan mossy coppice forest zone, a warm coniferous forest zone, a coniferous broad-leaved mixed forest zone, an evergreen broad-leaved forest zone, a bamboo forest, and other distinct vegetation zones. This area contains rare plant communities such as the southern hemlock, the southern taxus, buxus microphyllus, liuni-dendri, and Wuyi Yushan, thus, covering almost all the vegetation types in the middle and tropical regions of China, and the structure is stable. In addition, this forestry heritage site also retains the original evergreen broad-leaved forest and rocky vegetation communities distributed in blocks and sheets in the middle tropics and features rich ferns. This area’s unique natural geographical conditions and old and profound culture have created a rich and colorful forestry heritage.

(2)

The Wuyishan forestry heritage site is one of the original exploration areas for coping with extreme climate change. Wuyishan has the most complete, typical, and largest-area mid-subtropical primary forest ecosystem in the same latitude zone in the world. In July 1979, the Chinese government approved the establishment of the Wuyishan Nature Reserve, where the forest coverage rate reaches 95.3%. In October 2021, at the 15th Conference of the Parties to the Convention on Biological Diversity, the Chinese government announced the official establishment of five national parks, including Wuyishan. A series of policies and measures have provided strong support for the protection and management of forestry heritage. In recent years, with its rich forest resources, Wuyishan has played an irreplaceable role in absorbing carbon dioxide, regulating the regional climate, and maintaining biodiversity, making it an exemplary case with respect to helping the world cope with climate change.

(3)

The Wuyishan forestry heritage site is a model of harmonious coexistence between humans and nature. Wuyishan is the only biosphere reserve in China. For a long time, local residents have been putting a sustainable forestry utilization model into practice, preserving the natural forest and cultural traditions of great ecological, economic, social, and cultural value. In addition, the tea, Taoist, and ancient academy culture in Wuyishan are all closely related to its forest resources. For example, the cultivation and production of Wuyi Rock Tea depend on the unique local forest ecological environment, forming a traditional agricultural model of “symbiosis between tea and forest”.

(4)

Forestry heritage tourism at the Wuyishan forestry heritage site has taken shape and is highly representative. Wuyishan is a world biosphere reserve and a world natural and cultural heritage site, with great value for nature conservation, scientific research and development, and leisure and recreation. It is an important window through which the public can understand forestry heritage. At the same time, focusing on the integrated development of tea, culture, and tourism, Wuyishan has innovated the development of cultural and tourism resources in the national park and the protection and development belt around the national park. Additionally, park authorities have mainly employed the “1 + 3” tourism products of the national park, including three theme product routes: an exploratory tour of Wuyishan National Park, a tea-picking and tea-making experience tour, and a study-focused tour of Zhuzi culture. In addition, Wuyishan has a well-developed tourism service system, with a total of 790 tourist accommodation facilities, including seven-star-rated tourist hotels and 17,500 guest rooms. From January to November 2024, Wuyishan received a total of 30.57 million tourist visits, with a tourism revenue of CNY 32.3 billion.

4. Methods and Validation

4.1. Questionnaire Design

The research questionnaire consisted of two parts. The first part included a total of 22 items for the six variables in the model. All the item variables were measured using a 7-point Likert scale, ranging from 1 (strongly disagree) to 7 (strongly agree). The second part concerned the basic background information of the respondents. All scales were designed in consideration of the characteristics of forestry heritage. This questionnaire was based on a previous maturity scale, borrowing health attitudes from Peschardt and Stigsdotter [62], climate change characterization from de Oliveira et al. [34], climate change risk from de Oliveira et al. [34], ecological identity from Ji et al. and Walton and Jones [25,63], carbon offset behavior from Liu et al. [64], and perceived environmental responsibility from Xu and Tu [27]. During the design process, the questionnaire was reviewed by several experts in the field of tourism. In addition, for the referenced literature given in English, the initial scale was first translated into Chinese by team members and then translated back into English to verify consistency, ensuring the reliability of the questionnaire.

4.2. Data Collection

From 20 December to 27 December 2023, the research team conducted a pre-survey of 50 tourists at the Wuyishan forestry heritage site to determine the validity of the content. All the respondents indicated that they could fully understand all the questions in the questionnaire, so it was not further modified. In addition, the 50 questionnaires from the pre-survey were not included in the further data analysis [31,65]. The formal questionnaires used in this study were distributed and collected using random sampling, and all were conducted offline. The data collection period was from 15 January to 20 March 2024. We employed a random sampling method. Specifically, when selecting samples from the target population, we ensured that each individual or unit had an equal opportunity to be chosen, thus minimizing the influence of subjective factors. The sampling process was conducted offline, and we followed the following steps to ensure randomness: (1) Define the Target Population: The target population for our study was identified as tourists visiting the forestry heritage site in Wuyishan. (2) Ensure Random Selection: To maintain randomness, we randomly selected samples from the group of tourists. (3) Document the Sampling Process: The entire sampling process was meticulously recorded, including the time and location of sampling, the specific steps taken during the sampling process, and the verification of the sampling results. (4) Validate Sample Representativeness: After sampling, we conducted a statistical analysis of the samples to compare the distribution of key variables (such as age, gender, income, etc.) between the sample and the target population. The analysis results indicated a high consistency between the sample and the population in these variables, further confirming the effectiveness of the random sampling method.

Factors such as the increase in the number of tourists and the wider radiation range on weekends and holidays in Wuyishan were considered to promote the representativeness of the sample data obtained. Therefore, we focused on the weekends and holidays in two months, including during the Spring Festival and on weekends. The team members were instructed to go to the Wuyishan forestry heritage site to distribute the questionnaires. Tourists were invited to fill out the questionnaires from 9:00 a.m. to 6:00 p.m. every day. Before the questionnaires were filled out, the team members briefly introduced the main content of this study to the respondents. After the consent of the tourists was obtained, the questionnaires were distributed to them. To ensure that the questionnaires would be reliable, the team members required the tourists to fill out the questionnaires one by one, and the time taken to complete the questionnaires was more than 10 min. A total of 400 questionnaires were distributed. After excluding 16 invalid questionnaires not completed, 384 valid questionnaires remained, with an effective rate of 89.64%. Basic information on the survey subjects is shown in

Table 1. Sample descriptive statistics.

Sample Characteristics	Type	Number of Samples	Proportion/%
Gender	Male	225	58.6%
	Female	159	41.4%
Age	18–25 years old	73	19.0%
	26–30 years old	86	22.4%
	31–40 years old	141	36.7%
	41–50 years old	56	14.6%
	Over 50 years old	28	7.3%
Educational background	Junior high school and below	15	3.9%
	High school/technical secondary school	90	23.4%
	Junior college	67	17.4%
	Undergraduate degree	182	47.4%
	Graduate student	30	7.8%

.

4.3. Research Methods

We used Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the impact of climate change perceptions on tourists’ carbon offset behavior at forestry heritage sites. In the context of climate change, the role of perception in travel experiences has been amplified as never before, calling for a fresh perspective on how climate change perceptions influence tourist behavioral intentions. Within the field of forestry heritage tourism, there is a paucity of prior research examining the mechanisms through which integrated climate change perceptions shape tourists’ carbon offset attitudes. As such, this study is exploratory in nature. Compared with Covariance-Based Structural Equation Modeling (CB-SEM), PLS-SEM is more suitable for exploratory analysis, testing complex models, formative measurement, single-item measurement, non-normal distributions, and situations involving a small sample size [66]. Additionally, since the model includes six behavioral dimensions and is relatively complex, PLS-SEM was more appropriate for data analysis in this study [67]. Bootstrapping was used to extract 5000 sub-samples to test the significance of each statistic.

4.4. Reliability Test

To verify the authenticity of the predicted results, we used SmartPLS 3.0 to process the questionnaire data. As shown in Attachment 1, the factor loadings of each variable are all greater than 0.7, the Cronbach’s α values are all greater than 0.6, and the composite reliability (CR) values are all greater than 0.8. That is, each variable lies within the acceptable range [66]. Meanwhile, the average variance extracted (AVE) values range from 0.583 to 0.641, all above 0.5, indicating that the measurement model achieved good reliability and convergent validity [68]. In addition, as shown in Attachment 2, based on the Fornell–Larcker test, the obtained data meet the widely accepted discriminant validity criteria [69].

Multicollinearity means that there is a linear correlation between independent variables; that is, an independent variable can be a linear combination of one or several other independent variables. The VIF is a measure of the severity of multicollinearity in multiple linear regression models. The closer the VIF value is to 1, the less the degree of multicollinearity, and vice versa. When multicollinearity is serious, appropriate actions should be taken to adjust it. To further verify whether there was multicollinearity in the data, we calculated the variance inflation factor (VIF) values of the exogenous variables, which ranged from 1.311 to 1.698, meeting the requirement that the VIF should not exceed 5.0. Therefore, the degree of multicollinearity of the data in this study is acceptable [70]. The goodness of fit of the PLS-SEM evaluation system is mainly determined through R² and Q². The values for climate change characterization (R² = 0.84; Q² = 0.513), climate change risk (R² = 0.856; Q² = 0.544), perceived environmental responsibility (R² = 0.642; Q² = 0.385), ecological identity (R² = 0.618; Q² = 0.389), and carbon offset behavior (R² = 0.411; Q² = 0.203) were all acceptable, indicating that the model has moderate predictive relevance [71]. Moreover, the goodness of fit (GOF) of the overall model was calculated, yielding a value of 0.582. Wetzels classified the GOF into three levels: GOF = 0.1 indicates low; GOF = 0.25 indicates medium; and GOF = 0.36 indicates high [72]. The GOF value for this study was 0.582, higher than the standard of 0.36 for a good fit, indicating the model’s high goodness of fit.

In addition, Chin [73] believes that the effect size of each path in the structural equation model can be evaluated according to the f² value of Cohen’s J, 0.020 < f² < 0.150, 0.150 < f² < 0.350, f² > 0.350, indicating that exogenous variables have low, medium, and high levels of influence on endogenous variables, respectively. The results were as follows: f² (climate change perception → perceived environmental responsibility) = 0.333 (medium), f² (climate change perception → ecological identity) = 1.627 (high), f² (climate change perception → carbon offset behavior) = 0.033 (low), f² (perceived environmental responsibility → carbon offset behavior) = 0.027(low), and f² (ecological identity → carbon offset behavior) = 0.074 (low).

4.5. Hypothesis Testing

The PLS-SEM method, with the help of SmartPLS software, was used to verify whether the research hypotheses would hold [31]. The following can be gleaned from

Table 2. Direct effect test.

Study Path	Path Coefficient	Standard Deviation	t-Value	p-Value
H1: climate change perceptions → carbon offset behavior	0.310	0.071	4.335	***
H2a: climate change perceptions → ecological identity	0.787	0.023	34.809	***
H2b: ecological identity → carbon offset behavior	0.375	0.059	6.319	***
H3a: climate change perceptions → perceived environmental responsibility	0.558	0.052	10.722	***
H3b: perceived environmental responsibility → carbon offset behavior	0.226	0.065	3.461	0.001 **

Note: *** p < 0.001 and ** p < 0.01.

, Figure 3: (1) Climate change perceptions have a significant positive impact on perceived environmental responsibility (β = 0.558, p < 0.001), a significant positive impact on ecological identity (β = 0.787, p < 0.001), and a significant positive impact on carbon offset attitudes (β = 0.310, p < 0.001). These results are consistent with the views of some scholars [37], proving that climate change perceptions are an important driving force with respect to the development of environmental protection behaviors and emotions among humans. In real life, people’s awareness of the threats posed by climate change, such as the frequent occurrence of extreme weather events, glacier melting, and sea-level rise, provokes them to engage in in-depth thinking about the ecological environment and strengthen their emotional connections with nature, making them willing to reduce their carbon footprints through carbon offset measures, such as energy conservation, emissions reduction, and tree planting, so as to contribute to environmental protection. (2) Ecological identity has a significant positive impact on carbon offset attitudes (β = 0.375, p < 0.001). This idea is consistent with the views of some scholars [44]. The research results demonstrate that ecological identity is the emotional connection of individuals to an ecosystem. High levels of ecological identity make people pay more attention to environmental problems and thus more actively adopt carbon offset attitudes to reduce negative impacts on the environment. (3) Perceived environmental responsibility has a significant positive impact on carbon offset attitudes (β = 0.226, p < 0.01). This is consistent with the views of some scholars [51]. The research results prove that perceived environmental responsibility can strengthen individuals’ or organizations’ obligation to engage in environmental protection, making them pay more attention to the impact of their own behaviors on the environment. It makes them more proactive in participating in carbon offset activities to reduce this impact. This internal sense of responsibility is an important driving force for carbon offset attitudes, provoking people not to be satisfied with merely understanding environmental problems and further inspiring them to take practical actions to solve these problems. In conclusion, H1, H2a, H2b, H3a, and H3b hold.

Next, the bootstrap method (N = 5000) was used to test the mediating effects of perceived environmental responsibility and ecological identity [57]. As shown in

Table 3. Test of mediating effects.

Study Path	Path Coefficient	Standard Deviation	t-Value	p-Value
H2c: climate change perceptions → ecological identity → carbon offset behavior	0.295	0.049	5.971	***
H3c: climate change perceptions → perceived environmental responsibility → carbon offset behavior	0.126	0.039	3.269	0.001 **
H3d: climate change perceptions → ecological identity → perceived environmental responsibility → carbon offset behavior	0.051	0.018	2.848	0.004 **

Note: *** p < 0.001 and ** p < 0.01.

, climate change perceptions can indirectly affect carbon offset behavior through ecological identity (β = 0.295, p < 0.001). Climate change perceptions can also indirectly affect carbon offset behavior through perceived environmental responsibility (β = 0.126, p < 0.01). Moreover, climate change perceptions can influence carbon offset behavior through the chain mediation of ecological identity and perceived environmental responsibility (β = 0.051, p < 0.01). These research results are consistent with the hypotheses [25,26]. Therefore, the following conclusion can be drawn: When tourists perceive the actual risks posed by climate change, such as extreme weather and the destruction of natural landscapes, it provokes a positive attitude towards ecological and environmental protection. Under the combined effect of ecological identity and perceived environmental responsibility, this attitude will further transform into practical actions, such as participating in carbon offset projects, taken to contribute to the protection of forestry heritage and the environment. Thus, H2c, H3c, and H3d are supported.

Finally, the moderation effect was tested using SmartPLS software [74]. The research results indicate that climate change perception has a significant positive impact on carbon offset attitudes (β = 0.310, p < 0.001), and health attitudes also have a significant positive impact on carbon offset attitudes (β = 0.198, p < 0.01). The interaction term of climate change perception × health attitude has a positive effect on carbon offset attitudes (β = 0.415, p < 0.001). That is, the moderating effect of health attitudes between climate change perceptions and carbon offset attitudes is significant. For individuals with a high-level health attitude, the impact of climate change perception on carbon offset attitudes is greater, and vice versa. The research results are consistent with the hypothesis [56], so H4 holds. Regarding the root cause, the results of our research suggest that when individuals perceive climate change risks, they will become more actively involved in carbon offsetting due to health anxiety and compliance with social norms. The internal motivations and behavioral intentions of such tourists, who not only focus on environmental protection but also attach great importance to their health and that of their families, are enhanced. Meanwhile, having access to information related to health and the environment enables them to better evaluate the costs and benefits of carbon offset behaviors, thus making them more willing to take practical action.

4.6. PLS-MGA Test

To mitigate potential biases in data analysis within this study, a categorization analysis was conducted based on demographic characteristics such as gender, age, and educational background among tourists, aiming to minimize data deviation. We adopted the non-parametric confidence set method and used PLS-MGA (via SmartPLS 3.0 software) for analysis [75]. To meet the PLS-MGA requirement that the sample difference in categorical variables should not exceed twofold, the research subjects were divided into the following three groups according to the actual situation: Group 1, consisting of 225 male tourists and 159 female tourists; Group 2, consisting of 159 people under 30 years old and 225 people over 30 years old; and Group 3, consisting of 172 people with a junior college degree or below and 212 people with an education level above junior college. The relevant data results met the requirements of PLS-MGA and were in line with the actual situation. The results of the analysis are shown in

Table 4. Results of PLS-MGA.

Hypotheses	Gender		Age		Educational Background
	p (Male)	p (Female)	p (>30)	p (≤30)	Junior College Degree or Below	Above Junior College Degree
health attitude → carbon offset behavior	0.259 *	0.227 *	0.164 *	0.253	0.114	0.28 *
climate change perception → perceived environmental responsibility	0.512 ***	0.651 ***	0.561 ***	0.543 ***	0.555 ***	0.543 ***
climate change perception → ecological identity	0.767 ***	0.815 ***	0.771 ***	0.815 ***	0.745 ***	0.818 ***
climate change perception → carbon offset behavior	0.196	0.326 **	0.332 ***	0.193	0.267 *	0.358 **
perceived environmental responsibility → carbon offset behavior	0.217	0.23 **	0.249 **	0.21	0.238 *	0.193
ecological identity → perceived environmental responsibility	0.354 ***	0.166 *	0.304 ***	0.276 **	0.263 **	0.32 ***
ecological identity → carbon offset behavior	0.356 ***	0.326 **	0.311 ***	0.503 ***	0.392 ***	0.335 **

Note: *** p < 0.001, ** p < 0.01, and * p < 0.05.

.

In the different gender groups of the tourists, the influence of health attitudes on carbon offset attitudes, the influence of climate change perceptions on ecological identity and perceived environmental responsibility, and the influence of ecological identity on perceived environmental responsibility and carbon offset behavior were all the same as in the original empirical results. Therefore, it can be said that the above paths are not affected by the tourists’ gender characteristics. This result is consistent with what was reported in Chen’s study [57]. However, regarding the gender characteristics of tourists, the influences of climate change perceptions and perceived environmental responsibility on carbon offset behavior among male tourists were not significant, unlike in the original results. But the results for female tourists were the same as the original results. This conclusion is different from that drawn in Yaw’s study [60]. We believe that this differing result was obtained because gender differences are manifested differently in the influence of climate change perceptions and perceived environmental responsibility on carbon offset behavior. Women may be more inclined to translate their perceptions into actual actions due to social and cultural role expectations, higher environmental awareness, and emotional connections. Men are more sensitive to the cost of carbon offset behavior, so their performance in regard to carbon offset behavior is not significant. In addition, compared with men, women are more active in environmental education and daily environmental protection behaviors, and the differences in habits and cognition lead to significant behavioral differences. In conclusion, the gender characteristics of tourists have a partial moderating effect on the process of developing carbon offset attitudes relating to forestry heritage.

In the different age groups, the influence of climate change perceptions on ecological identity and perceived environmental responsibility and the influence of ecological identity on perceived environmental responsibility and carbon offset behavior were the same as in the original empirical results. Therefore, it can be said that the above paths are not affected by the age characteristics of tourists. However, regarding the age characteristics of tourists, the influences of climate change perceptions, perceived environmental responsibility, and health attitudes on carbon offset behavior among tourists under 30 years old were not significant, a finding that is different from the original results. But the results of the analysis for tourists over 30 years old were the same as the original results. This result is consistent with the research conducted by Chen [57] and Paris [76]. We believe that this result was obtained for two reasons. On the one hand, due to differences in cognition and experience, tourists over 30 years old usually have more life experience and more mature cognitive abilities and a deeper understanding of climate change and environmental problems, so they are more likely to translate these perceptions into actions. In contrast, tourists under 30 years old may not have a deep understanding of such problems. On the other hand, there are differences in social responsibility. As tourists age, their sense of social and family responsibility also increases, which prompts them to pay more attention to environmental protection and health issues. Tourists under 30 years old may pay more attention to personal development and immediate pleasure and have less concern for these long-term issues.

In the different educational background groups, the influence of climate change perceptions on ecological identity, perceived environmental responsibility, and carbon offset behavior and the influence of ecological identity on perceived environmental responsibility and carbon offset behavior were the same as in the original empirical results. Therefore, it can be stated that the above paths are not affected by the educational background characteristics of tourists. This contradicts Glass’s research [77]. However, regarding the educational background characteristics of tourists, the influence of health attitude on carbon offset behavior among tourists with a junior college degree or below was not significant, nor was the influence of perceived environmental responsibility on carbon offset behavior among tourists with an education level above junior college, differing from the original results. The remaining paths were the same as the original results. We believe that this result was obtained for two reasons. On the one hand, the insignificance of the influence of health attitudes on carbon offset behavior among tourists with a junior college degree or below is mainly due to the fact that they have relatively low information acquisition and education levels and do not have a deep understanding of the relationship between health and the environment; they also possess relatively less environmental knowledge. In addition, their life experience is relatively limited, and their ability to manage health risks is weak. They pay more attention to immediate health needs rather than long-term environmental health impacts. On the other hand, the insignificance of the influence of perceived environmental responsibility on carbon offset behavior among tourists with an education level above junior college is due to the fact that they are more economically rational and will carefully weigh the costs and benefits of carbon offsets, resulting in more cautious behaviors. At the same time, they engage in more complex cognition of environmental problems and consider more factors, such as policy support, technological feasibility, and the actual effects of personal actions. These factors weaken the direct driving effect of perceived environmental responsibility on carbon offset behavior. In conclusion, the educational background characteristics of tourists have a partial moderating effect on the process of developing carbon offset behaviors at forestry heritage sites.

5. Conclusions and Implications

5.1. Research Conclusions

In this study, the PLS-SEM method was used to study tourists visiting the Wuyi Mountain forestry heritage site, and the mechanism of the influence of climate change perception on tourists’ carbon compensation behavior was intuitively determined. The results show that climate change perception, environmental responsibility, and ecological identity are the important factors affecting the carbon-offsetting behavior of tourists visiting forestry heritage sites. At the same time, there are multiple mediating mechanisms in the impact of climate change perception on the carbon-offsetting behavior of tourists visiting forestry heritage sites. Moreover, the impact of climate change perception on the carbon-offsetting behavior of tourists visiting forestry heritage sites is significantly moderated by tourists’ health attitudes. In addition, the impact of climate change perception on the carbon-offsetting behavior of tourists visiting forestry heritage sites is influenced by demographic variables such as gender, age, and education background. This study enriches the research on carbon offsetting, further reveals the black box of the impact of forestry heritage tourists’ climate risk perceptions on their carbon-offsetting behaviors, and provides a reference for the sustainable development and protection of forestry heritage sites.

5.2. Theoretical Contributions

(1)

This study discusses climate change issues from the perspective of forestry heritage tourists, further enriching the research on carbon offsetting. Existing studies have pointed out that climate change affects human health directly or indirectly through its impact on ecosystems [78], biodiversity [79], and society [80], resulting in a series of theoretical achievements [81]. However, humans are important agents in responding to climate change [82], and the role of human behavior in addressing climate change has not received sufficient attention. Therefore, considering that forestry heritage tourism is a form of tourism with ecological attributes and characteristics, we focused on the way in which tourists’ carbon offset behavior responds to climate change perceptions in forestry heritage tourism. The results show that climate change perceptions have a significant positive impact on perceived environmental responsibility (β = 0.558, p < 0.001), a significant positive impact on ecological identity (β = 0.787, p < 0.001), and a significant positive impact on carbon offset attitudes (β = 0.310, p < 0.001). These results prove that climate change perceptions are an important driving force with respect to the development of environmental protection behaviors and emotions among humans. This not only echoes and continues the theoretical research on forestry heritage but also further reveals the processes through which tourists’ carbon offset behaviors are formed in the context of forestry heritage tourism, providing theoretical guidance for exploring effective ways to address climate change via nature-based solutions and the sustainable development of forestry heritage. Additionally, this study helps fill the research gap at the intersection of environmental psychology and tourism studies. It reveals how the unique “eco-sacred perception” of forestry heritage sites, such as ancient tree worship and forest therapy experiences, strengthens tourists’ carbon responsibility awareness. Compared to general natural scenic areas, the value consensus brought by the forestry heritage label makes tourists more willing to accept carbon offsets.

(2)

This study confirms that climate change perceptions can be transmitted through ecological identity and perceived environmental responsibility, systematically revealing the black-box impact of forestry heritage tourists’ climate change perceptions on their carbon offset behaviors. Previous studies have emphasized the role of ecological identity and perceived environmental responsibility in the field of tourist behavior [25,27]. These facets are considered important factors influencing tourist behavior. However, few studies have explored ecological identity and perceived environmental responsibility as mediating variables, and even fewer have investigated the impact of the chain-mediating effect between them on tourists’ carbon offset behavior [83]. Therefore, by introducing ecological identity and perceived environmental responsibility as mediating variables. The results show that climate change perceptions can indirectly affect carbon offset behavior through ecological identity (β = 0.295, p < 0.001). Climate change perceptions can also indirectly affect carbon offset behavior through perceived environmental responsibility (β = 0.126, p < 0.01). Moreover, climate change perceptions can influence carbon offset behavior through the chain mediation of ecological identity and perceived environmental responsibility (β = 0.051, p < 0.01). Therefore, when tourists perceive the actual risks posed by climate change, such as extreme weather and the destruction of natural landscapes, it provokes a positive attitude towards ecological and environmental protection. This study not only deepens our understanding of the developmental mechanism of forestry heritage tourists’ carbon offset behavior but also expands the theoretical applications of ecological identity and perceived environmental responsibility [84]. Furthermore, this study breaks away from the traditional linear explanatory framework of environmental behavior studies by constructing a ”cognition–affect–intention” tri-spiral transmission model. It systematically elucidates the black-box mechanism underlying how climate risk perception drives carbon offset behavior in forestry heritage tourism settings for the first time.

(3)

This study reveals the moderating effect of health attitudes on the formation mechanism of carbon offset behavior in the context of forestry heritage tourism, strengthening our understanding of the influencing logic of tourists’ health attitudes. Previous studies have explored the influential effects of health attitudes to some extent [62], mainly focusing on analyzing the direct impact of health attitudes on users’ behavior [85] and exploring the components of health attitudes [86]. However, health attitudes are an important internal factor through which external factors affect tourist behavior, and there is a close relationship between the environment and health [87]. Currently, no other studies have analyzed the moderating effect of tourists’ health attitudes from tourists’ perspectives. The results show that the interaction term of climate change perception × health attitude has a positive effect on carbon offset attitudes (β = 0.415, p < 0.001). That is, the moderating effect of health attitudes between climate change perceptions and carbon offset attitudes is significant. Having access to information related to health and the environment enables them to better evaluate the costs and benefits of carbon offset behaviors, thus making them more willing to take practical action. This study redefines the interaction between human health and environmental behavior by elevating health attitudes from individual psychological variables to key regulating levers in ecological governance, thereby providing a new analytical dimension to understand the complex interplay between health and sustainable behavior in human environments.

5.3. Research Implications

(1)

Operators of forestry heritage tourism should prioritize environmental and health-related elements to enhance tourists’ carbon offset behaviors. Research findings indicate that perceptions of climate risks can significantly increase carbon offset behaviors among visitors to forestry heritage sites. Therefore, in the development of forestry heritage tourism, operators should take the following measures: Firstly, for most forestry heritage sites, operators can proactively educate visitors about the impacts of climate change on forest ecosystems. Before visitors enter the heritage area, they can share educational videos, articles, and other content via the official website and social media platforms. This content should explain how climate change leads to increased forest pests, more frequent wildfires, and other phenomena, as well as how these changes indirectly affect tourists’ travel experiences and health, such as worsening air pollution impacting respiratory health. At the entrance to the site, large informational signs with vivid graphics and text should be installed to display specific data and case studies illustrating the effects of climate change on the local forest ecosystem. Secondly, for sites like Wuyi Mountain, which boasts a unique ecosystem and rich biodiversity, operators should leverage this distinctive feature to highlight the threats of climate change to the region’s endemic species. For example, Wuyi Mountain is home to rare wild plants and animals such as the Wuyi magnolia and the yellow-bellied tragopan. Operators can create specialized educational manuals or digital guides to explain how climate change impacts the habitats and reproductive success of these unique species. Additionally, organizing expert lectures or seminars featuring ecologists and climate scientists can provide visitors with comprehensive insights into the broader effects of climate change on the Wuyi Mountain forest ecosystem, thereby further strengthening their awareness of climate-related risks. By implementing these strategies, forestry heritage tourism operators can not only deepen visitors’ understanding of climate risks but also encourage more proactive engagement in carbon offset behaviors, ultimately contributing to the sustainability of these valuable ecosystems.

(2)

Operators in forestry heritage tourism should focus on visitor emotional responses and implement precise management strategies. Research findings indicate that environmental responsibility and ecological identity are critical in fostering carbon offset behaviors among visitors to forestry heritage sites. On one hand, forestry heritage sites across the country can organize events such as forest culture festivals to showcase the ecological value, biodiversity, and cultural significance of forests. By utilizing multimedia tools like virtual reality (VR) and augmented reality (AR) technologies, operators can create immersive experiences that allow visitors to fully appreciate the charm of forests. Additionally, storytelling approaches can help narrate the close connections between forests, local communities, and historical cultures, enabling visitors to deeply understand the relevance of forests to their daily lives and thereby strengthen their ecological identity and sense of responsibility. On the other hand, Wuyi Mountain, with its unique natural landscapes and rich cultural heritage, offers a special opportunity for environmental education. When emphasizing environmental protection, operators can highlight the region’s unique characteristics, such as the importance of its endemic rare flora and fauna to ecological balance and its global significance in biodiversity conservation. By integrating forest conservation concepts into Wuyi Mountain’s tea culture and Taoist traditions, operators can further enhance visitors’ environmental awareness. For instance, through tea culture activities, visitors can learn about the relationship between tea cultivation and forest ecology, and through Taoist cultural stories, the idea of harmonious coexistence between humans and nature can be conveyed. These efforts can help visitors develop a deeper appreciation for the importance of protecting Wuyi Mountain’s forestry heritage.

(3)

Operators in forestry heritage tourism should develop categorized management plans tailored to consumers with different characteristics. Research findings indicate that gender, age, and education level are significant factors influencing the formation of carbon offset behaviors among visitors to forestry heritage sites. On one hand, during the development of forestry heritage tourism, operators should take into account differences in gender, age, and education level to design eco-friendly activities and projects that cater to the characteristics of different demographic groups. They should also offer a variety of carbon offset options, such as tree planting, purchasing carbon emission offset projects, and charitable donations, to create a strong environmental atmosphere and guide visitors in developing long-term eco-friendly habits. On the other hand, operators should leverage ecological advantages to expand project offerings. Wuyi Mountain, with its rich biodiversity and unique ecosystem, provides an excellent opportunity to develop carbon offset projects based on ecological monitoring. For example, operators can invite visitors of different genders, ages, and education levels to participate in ecological monitoring activities, such as recording bird species and monitoring water quality. Visitors with different characteristics can not only learn about the ecological environment of Wuyi Mountain during their participation but also earn carbon offset integration by completing specific monitoring tasks. These can be redeemed for carbon emission offset projects or other eco-friendly gifts.

5.4. Limitations and Future Prospects

First of all, this study mainly explores the impact of tourists’ climate change perception on their carbon offset behaviors while engaging in forestry heritage tourism and does not explore its potential impact on residents’ participation behavior. Future research can further investigate this aspect. Second, in this study, we mainly used PLS-SEM to explore the influencing mechanism. In the future, qualitative and quantitative methods, such as multiple linear regression or a logistic regression model, fsQCA, grounded theory, big data analysis, or scenario experiments, can be further combined to cross-validate the conclusions. Finally, the discussion of interviewees’ personal characteristics should be strengthened, as aspects such as being a local/visitor or a traveler/ordinary person and other tourist characteristics may be important variables affecting tourists’ perceptions.