The pro-environmental behavioral intention of villagers in rural tourist destinations under China's environmental remediation policy.

This study examined villagers' intention of pro-environmental behavior while supporting the Landcare Policy in China. The research team conducted field surveys of villagers from four famous scenic spots of Cili, which is near the world natural heritage site of the Zhangjiajie natural landscape core area. This area has developed rural tourism, many local villagers rely on tourism to obtain their livelihood income.

Analyzing the farmers' pro-environmental behavior intention and their rural tourism livelihood in tourist village where its ecological environment is polluted.

This study examines farmers' intentions towards pro-environmental behavior in a famous tourist village in China called Guanshan, whose ecological environment is polluted. By adopting the empirically validated norm activation model (NAM) of Schwartz and merging it with Vroom's expectancy theory, the current research aims to develop a refined framework for understanding the formation of and predicting changes in pro-environmental intention. Field surveys were conducted in Guanshan, which resulted in sample data consisting of 275 valid responses collected by the research team.