Although cultivating tourist pro-environmental behavioral intentions (TPEBI) has been emphasized, the effect of destination unique fascination on TPEBI is unknown. Applying the theory of planned behavior (TPB) and the cognition-affect-behavior (CAB) model, this research develops an integrated theoretical framework to predict TPEBI. The results suggested that: (1) attitudes toward the behavior, subjective norms, perceived behavioral control, destination unique fascination and tourist delight directly influence TPEBI; (2) tourist delight positively meditates the links between destination unique fascination and TPEBI; (3) the integrated model had better explanation power than either TPB or CAB models; and (4) a cross-validation method of rural and wetland cases demonstrated support for the results. This study enriches the extant studies of pro-environmental behavioral intentions by introducing an integrated conceptual model coupled with the cross-validation approach. Aside from the impact of TPB constructs, the research offers a reference for practitioners to promote TPEBI through the enhancement of destination unique fascination and tourist delight.

Although the significance of destination image is acknowledged, its effect on tourist reactions, especially energy-saving behavior, remains unknown. This research aimed to explore tourist energy-saving behavior (TESB) and loyalty (TL) in a rural land context by using the cognition-affect-behavior (CAB) model. The findings indicated: (1) destination image positively and directly influenced TESB and TL; (2) relationship quality variables, i.e., tourist satisfaction and destination trust, positively and separately mediated the associations of destination image with TESB and TL; and (3) a cross-validation approach of rural and urban cases documented support for the research findings. This study extends the destination image literature by introducing the CAB model and the cross-validation approach to examine energy-saving behavior and loyalty. It offers guidance and a reference for tourism destination practitioners to promote energy-saving behavior and loyalty through the enhancement of destination image and relationship quality.

How to save resources and protect the environment at destinations is one of the hot issues in tourism. One effective solution is to cultivate tourist resource-saving behavioral intentions (TRSBI). Prior studies mainly use Structural equation modeling (SEM) to explore its antecedents, whereas other potential methods (i.e., fuzzy-set qualitative comparative analysis, fsQCA for short) have been less adopted. This study combines SEM and fsQCA to examine TRSBI in a rural tourism context. Specifically, SEM is executed to investigate how environmental concern influences TRSBI based on the theory of planned behavior (TPB), while fsQCA is applied to uncover the multiple configurations in the TRSBI formation. The findings from SEM indicated that (1) environmental concern positively and directly influenced TRSBI; (2) TPB constructs (i.e., attitudes toward the behavior, subjective norms, and perceived behavioral control) positively and separately mediated the associations of environmental concern with TRSBI. The fsQCA outcomes showed that three configurations result in a high level of TRSBI: (1) high attitudes toward the behavior, subjective norms, and perceived behavioral control, (2) high attitudes toward the behavior, subjective norms, and environmental concern, and (3) high attitudes toward the behavior, perceived behavioral control, and environmental concern. The combined approaches offer a systematic and holistic solution to explore TRSBI in rural tourism.