Perceived service quality and tourist’ pro-environmental behavior: The mediating role of destination psychological ownership and the moderating role of self-improvement motivation

The paramount significance of tourist' pro-environmental behavior (TPEB) in propelling the sustainable evolution of tourist destinations cannot be underscored sufficiently. Despite the ubiquitous acknowledgment of perceived service quality (PSQ) as a pivotal antecedent to nurturing favorable tourist experiences and behaviors, the specific mechanisms underlying its influence on TPEB remains under-explored. This study proposes a moderated mediation model to delve into the intricate interplay between PSQ and TPEB, by examining the mediating influence of destination psychological ownership (DPO) and the moderating effect of self-improvement motivation (SIM) within the context of vacation tourism. Utilizing structural equation modeling (SEM) and the bootstrap method, we analyzed data collected from a sample of 501 tourists. The findings indicate that PSQ exerts a positive effect on TPEB, and this relationship is partially mediated by DPO. Furthermore, SIM emerges as a salient moderator, amplifying both the direct and indirect effects of DPO on TPEB. This study contributes to a deeper comprehension of the underlying mechanisms that shape TPEB and enriches the literature on DPO within the tourism domain. Additionally, the insights garnered have implications for tourism management practices aimed at effectively promoting TPEB.