The Influence of Tourist–Environment Fit on Environmental Responsibility Behavior: A Moderated Mediation Model

Urban forest parks have emerged as significant tourist destinations thanks to economic expansion and the rise in free time. These parks offer tourists the opportunity to connect with nature. Existing studies have examined the value and importance of urban forest parks for tourists. However, there is a lack of research on the interaction between tourists and the natural environment and its influence on environmental responsibility. This study used structural equation modeling to explore the impact of tourist–environment fit on environmentally responsible behavior and the mediating role of natural empathy and awe in the impact of the above-mentioned relationship. In addition, the moderating role of tourists’ different cultural backgrounds (nationalities) was also analyzed. In this study, 509 valid questionnaires were collected from field surveys in April and May 2024 at the forest park of Lim City, Seoul, Republic of Korea. The data analysis indicates a notable and favorable impact of tourist–environment fit on visitors’ natural empathy, awe, and environmentally responsible behavior. Natural empathy and awe play a mediating role in the influence of tourist–environment fit on environmentally responsible behavior. It suggests that the fit between tourists and the recreational environment of urban forest parks promotes the emergence of empathy and awe and, thus, stimulates tourists’ environmentally responsible behavior. In addition, tourists’ cultural backgrounds play a moderating role in the influence of natural empathy and awe on environmentally responsible behavior. Compared to Korean tourists, Chinese tourists’ natural empathy and awe strongly influence environmentally responsible behavior compared to Korean tourists. This paper also explores the theoretical progress and practical observations that provide guidance and serve as references for the management and sustainable development of urban forest parks. © 2024 by the authors.