Abstract
This study explores the residents' behavioral determinants of ecological conservation in rural tourism development, focusing on resident participation to promote sustainable development in the tourism industry. By integrating the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM), it examines the roles of subjective norm, responsibility attribution, ecological environmental risk perception, and human capital in shaping ecological conservation behavior. Based on data from 331 valid responses collected through a questionnaire survey, structural equation model (SEM) was performed using SPSS and AMOS to analyze ecological conservation behavior. The findings reveal that subjective norm and responsibility attribution significantly enhance ecological protection intention, which subsequently boosts ecological protection behavior. The relationship between subjective norm and behavior is mediated by intention, while ecological environmental risk perception positively moderates the subjective norm-behavior relationship. Additionally, human capital positively and significantly moderates the intention-behavior relationship. Significant differences in ecological conservation behavior were found based on gender and age, with men and women, as well as different age groups, responding uniquely to the ecological intention and the ecological environmental risk perception. To promote sustainable tourism development, targeted policy recommendations were put forward.