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Abstract: It is an effective way to guide tourists' environmentally responsible behavior (TERB) to combat the environmental dilemmas of traditional village and achieve cultural heritage protection. Based on the Stimulus-Organism-Response theory, an integrated model is constructed and tested to explore the relationship and mechanism between authenticity and TERB, as well as the mediation role of nostalgia and moderation role of Taoist ecological value in the context of traditional village. 349 valid questionnaires designed for tourists visiting Hongcun village were collected and the hypothesis is examined using hierarchical regression analysis. The results show that: (1) Both objective authenticity and existential authenticity have significant impacts in promoting TERB. (2) Nostalgia partly mediates the relationships between objective authenticity and TERB as well as that between existential authenticity and TERB. (3) Taoist ecological value significantly positively moderates the influence of nostalgia on TERB. (4) Taoist ecological value moderates indirect effect of nostalgia between objective authenticity and TERB as well as existential authenticity. Therefore, the protection of village traditional resources and tourists' original ecological experience should be reinforced so as to continuously enhance tourists' sense of authenticity and nostalgia, thus improving their participation of environmental protection in the sustainable tourism development of traditional village.
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