Amid China’s push for ecological civilization and the development of national parks, Guangdong Nanling National Park (proposed) has restricted access since 2018 for reasons of ecological protection. This study examines how the park’s inaccessibility influences tourists’ perceived scarcity and how this scarcity affects their pro-environmental intentions and future travel plans. Using a survey of 310 interested tourists who were unable to visit the park, the findings show that perceived scarcity increases environmental responsibility and future visitation interest. Additionally, destination attachment mediates the relationship between perceived scarcity and these intentions. This study enriches the application of scarcity theory in tourism and environmental psychology, offering destination marketers insights into leveraging scarcity psychology, especially when access restrictions may be lifted, to boost public engagement and sustainable tourism development.
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