Sustainable Agritourism Under the Shadow of Nostalgia: How Pro-Environmental Behavior and Motivation Influence Revisit and Recommendation Intentions

Sustainable agritourism has been raised as a vital ally for rural development, green preservation, and experiential tourism enrichment. However, guests’ behavioral intentions in the agritourism context are regularly shaped not only by sustainability concerns but also by nostalgic ties to rural life and traditional farming practices. This study explored how pro-environmental behavior (PEB) and intrinsic motivation can influence visitors’ revisit and recommendation intentions in agritourism settings, while testing the moderating effects of personal nostalgia. Based on Self-Determination Theory (SDT) and the PEB literature, this study assumes that visitors who are internally driven by learning, enjoyment, and personal achievement, as well as those who exhibit environmentally accountable orientations, are more likely to develop favorable revisit intentions toward agritourism places. Data was collected from 420 visitors to agritourism sites using a self-administered questionnaire and tested using PLS-SEM. The results revealed that both intrinsic motivation and PEB have significant positive impacts on revisit and recommendation intentions. Furthermore, personal nostalgia can intensify these relationships. The study can contribute to the sustainable tourism and agritourism literature by emphasizing the joint roles of internal motivation, PEB, and emotional bond in reshaping visitors’ revisit intention and positive word of mouth.