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Purpose The study aims to draw on the self-congruity theory to investigate the relationship among destination personality (DP), self-congruity and tourists’ pro-environmental behavioral intention (BI) among Guangzhou citizens who have experienced nature-based tourism (NBT). Design/methodology/approach The survey-based quantitative research was divided into two rounds, namely, a preliminary study exploring the dimensions of DP and the verification of whether the DP dimensions that significantly affect pro-environmental BI in step one would be selected for the main research to validate the conceptual model. Findings The results suggest that wholesome, one of the destination personalities, strongly predicts tourists’ pro-environmental BI, while actual self-congruity plays a mediating role between sincere, another DP, and tourists’ pro-environmental BI. Practical implications In practice, it offers multidimensional knowledge and robust evidence-based recommendations for the sustainable development and destination branding of NBT destinations in the post-epidemic era. Originality/value The study presents pioneering work that reveals previously underestimated factors influencing pro-environmental BI.
Long et al. (Thu,) studied this question.