Climate Change Mitigation Behaviors in Tourists in Chinese Mountains

In this study, we employed a Protection Motivation Theory (PMT) framework and Stimulus–Organism–Response (SOR) model to explore respondents’ emotional and behavioral responses to threats posed by climate change in high mountain areas. Data were collected from 391 valid questionnaires and analyzed using partial least squares structural equation modeling (PLS-SEM) to rigorously test the proposed hypotheses. The results indicate that threat appraisal and coping appraisal are significantly associated with stronger tourist intentions toward climate change mitigation, as they foster positive emotional responses. Specifically, the pathway involves awe as a self-transcendent emotion, which appears to play a crucial role in predicting climate change mitigation behavioral intentions. Climate change knowledge is found to negatively moderate the relationship between threat appraisal and awe. These findings provide new insights by revealing the psychological mechanisms underlying mountain tourists’ behaviors against climate change. Practically, they highlight the need to use diverse audiovisual elements to evoke awe among viewers and communication messages that focus on the severity of the threats posed by climate change in highly mountainous areas.