Driving factors of pro-environmental behavior among rural tourism destination residents-considering the moderating effect of environmental policies.

Residents of rural tourism destinations are the core participants in organizing and carrying out rural tourism activities. Therefore, guiding them to implement pro-environmental behaviors (PEB) in the daily lives is crucial for promoting the rural ecological civilization construction and achieving sustainable rural tourism. Combining the Theory of Planned Behavior (TPB) and Normative Activation Model (NAM), this study develops a theoretical model of the driving factors of PEB among rural tourism destination residents by considering the moderating effect of environmental policies.