Abstract: As the popularity of camping tourism continues to rise, environmental protection issues of campgrounds have gradually come to the fore, drawing the attention of the government, the public and relevant researchers. Based on Stimulus-Organism-Response theory and Information Framing Theory, this study uses connectedness to nature as a mediating role to investigate the influence of different dimensions of environmental advertising appeals on tourists’ environmental responsible behavior. The results show that: (1) Vision-based environmental advertising appeal can promote tourists’ environmental responsible behavior more effectively than warning-based environmental advertising appeal. (2) The connectedness to nature has a mediating role between environmental advertising appeals and environmental responsible behavior, and compared with warning-based environmental advertising appeal, vision-based environmental advertising appeal triggers a stronger sense of connectedness to nature. (3) Environmental involvement moderates the relationship between environmental advertising appeals and environmental responsible behavior. Therefore, in order to guide the environmental responsible behavior of tourists, camping management should choose appropriate and effective environmental advertising methods to foster the connectedness to nature among tourists, and adopt varied publicity forms for different types of tourists, which would promote the sustainable development of camping tourism.

Key words: environmental advertising appeal, environmental responsible behavior, camping tourism, connectedness to nature, environmental involvement