The effect of destination personality dimensions on park visitors’ pro-environmental behavior: an application of stimulus-organism-response model

Introduction The sustainable development of forest parks is closely associated with the conservation and preservation of natural resources and landscape environments. Stimulating visitors to be involved in spontaneous on-site Pro-Environmental Behavior (PEB) has been recognized as an important strategy to enhance ecological sustainability. Drawing on the stimulus-organism-response (SOR) model and destination personality theory, this study develops a conceptual model illustrating the mechanism underlying the relationship between destination personality of park (park personality) and PEB. Methods A total of 785 effective responses were gathered at an iconic forest park-Banshan national forest park (BNFP) in Hangzhou, China. Using both qualitative and quantitative research methods, five underlying dimensions of forest park’ destination personality were uncovered, namely genuine, competent, sophisticated, exciting and tranquil. Results PLS-SEM analysis revealed that destination personality dimensions of forest park vary in their effects on visitors’ self-congruity and place attachment. The findings also provide empirical evidence for the influence of self-congruity and place attachment on visitors’ on-site PEB. Furthermore, self-congruity significantly mediates the link between three park personality dimensions (genuine, exciting and tranquil) and PEB. The findings also highlight the role of place attachment as a mediating variable between three dimensions of park personality (competent, exciting and tranquil) and visitors’ PEB intention. Discussion This study provides practical implications for fostering the sustainable development of forest parks.