The pro-environmental behavior of tourists is an important guarantee for the sustainable development of ecotourism scenic spots. This article is based on 806 tourist survey data from two ecotourism scenic spots, making use of exploratory factor analysis (EFA) and the structural equation model (SEM) to explore the impact of tourist experience quality on tourists’ pro-environmental behavior. The research findings indicate that (1) the quality of the tourist experience is an important factor affecting the formation of place attachment; (2) the quality of tourism experience directly and positively affects place dependence, and indirectly affects place identity through the mediating factor of place dependence; and (3) the direct impact of tourist experience quality on tourists’ pro-environmental behavior is significant, with place attachment playing a mediating role. This article provides inspiration for scenic spots to encourage tourists to engage in pro-environmental behavior. In the process of stimulating tourists to engage in pro-environmental behaviors, ecotourism scenic spots should pay more attention to the tourist experiences and emotional experiences. Scenic spots should make more efforts to improve the quality of the tourist experience, so that tourists can develop a sense of dependence on ecotourism scenic spots, gradually form self-identification with the scenic spots, and engage in environmentally friendly behavior, helping to achieve the sustainable development of ecotourism scenic spots.

Farmers’ participation in ecological tourism management in nature reserves is an important way to increase income. Based on 921 pieces of household survey data from 44 villages in six nature reserves in Liaoning Province, this paper uses multiple linear regression (OLS) and propensity score matching (PSM) to explore the impact of ecotourism on rural household income. The research results show that (1) a total of 90 rural households participated in ecotourism management, accounting for 9.78% of the total, and 831 rural households did not participate in ecotourism management, accounting for 90.22% of the total. The participation rate of farmers around the nature reserves was not high; (2) the participation in ecotourism management of farmers around the nature reserve has a positive and significant impact on the per capita annual net income of their households; and (3) multiple linear regression analysis will overestimate the income effect of ecotourism. This article provides inspiration for the government to propose relevant policies to encourage farmers to participate in ecotourism.

Improving the subjective well-being of farmers is the goal of rural revitalization. Based on the data from a survey of 956 farmers from 44 villages in six nature reserves in Liaoning province and the least squares regression model, this paper studies the impact of ecological environment quality on the subjective well-being of farmers around nature reserves and analyzes the mediating role of environmental cognition in the impact of ecological environment quality on the well-being of farmers around nature reserves. The results show that in terms of ecological environment quality, both the natural environment and the social environment have a significant positive impact on the subjective well-being of farmers around nature reserves. For every 1% improvement in the following aspects, the subjective well-being of rural households increases as follows: air quality: 25%, soil and vegetation conditions: 46%, wildlife population: 27%, medical service facilities: 23%, basic living facilities: 30%, environmental beautification facilities: 33%. Environmental cognition plays a mediating role between ecological environment quality and farmers’ subjective well-being. The influence of the natural environment and social environment on the subjective well-being of farmers outside nature reserves is higher than that inside nature reserves. This paper enriches the research on subjective well-being to a certain extent, analyzes the mechanism of the ecological environment’s influence on farmers’ subjective well-being, and provides theoretical reference for further improving farmers’ subjective well-being and promoting ecological civilization construction.

Rural tourism plays a crucial role in driving the sustainable development of rural economies. With the rise of the digital economy, user-generated content (UGC) videos on platforms such as TikTok have become a significant factor influencing consumer decision-making, creating new opportunities for the growth of rural tourism. Using the TikTok app as the research platform, this study examines the relationship between UGC short videos, tourists' intentions to engage in rural tourism, and their perception of destination image. Specifically, it explores the impact of UGC short videos on tourists' willingness to participate in rural tourism and the mediating role of destination image perception. The findings indicate that UGC short videos positively influence tourists' willingness to engage in rural tourism. Destination image perception mediates this relationship, shaping tourists' decisions through cognitive and emotional image perceptions. Based on these findings, this paper recommends rural tourism destination managers enhance promotional strategies and improve destination image perception through UGC short video content.

The energy consumption of farmers residing around nature reserves is an important factor that affects the coordinated development of nature reserves and the surrounding communities. The optimization of the energy consumption structure of farmers around nature reserves is important for maintaining the resources and environment of nature reserves and saving natural resources. Based on the microscopic survey data for the energy consumption structure of 956 rural households around six nature reserves in Liaoning province, a multiple linear regression model was used in this study to match tendency scores and empirically examine the impacts of regulatory policies of nature reserves on the energy consumption of rural households in Liaoning province. In addition, the influence of the income and environmental cognition of farmers on the energy consumption of rural households around nature reserves was examined. The results showed that the regulatory policies of the nature reserves were conducive to reducing the traditional biomass energy consumption of the farmers. The nature reserves indirectly affect the energy consumption of the farmers by influencing their income, and cognition plays an important role in reducing the traditional biomass energy consumption of farmers in nature reserves. Compared with provincial nature reserves, national nature reserves have a more evident impact on the energy consumption of farmers. Based on the empirical results, farmers should be encouraged to reduce their high-pollution and high-emission energy consumption activities and should be provided with technical support and financial subsidies for clean energy, such as solar energy and biogas. The following measures should be taken to maintain the ecological environment of the nature reserves and to reduce the contradiction between the nature reserves and farmers: supervise the coal quality in the surrounding areas of nature reserves, improve the non-agricultural employment ability of farmers around nature reserves and the photovoltaic poverty alleviation project in Liaoning province, increase the income of farmers and promote the energy consumption of farmers around nature reserves, strengthen the management of provincial nature reserves, promptly change the traditional idea of ‘depend on the mountain and water’ adopted by farmers, improve the environmental awareness of farmers residing around nature reserves, and advocate green energy consumption.