Resource Mobilization and Power Redistribution: The Role of Local Governments in Shaping Residents’ Pro-Environmental Behavior in Rural Tourism Destinations

This research investigates residents’ pro-environmental behavior from the unique perspective of government-resident interactions. Guided by social movement theory, how local governments regulate residents’ waste-sorting behavior in Chinese rural tourism destinations is assessed. This longitudinal study (lasting from 2016 to 2022) uses participant observation, in-depth interviews (N = 25), and secondary data as the key research techniques. The dual roles of local governments (i.e., resource mobilization and power redistribution) jointly shape residents’ pro-environmental behavior in the waste-sorting campaign. Resource mobilization enhances knowledge of waste-sorting and raises individuals’ environmental consciousness. Power redistribution within groups activates social networks in rural communities and changes groups’ social capital to influence residents’ collective behavior. Results are discussed in relation to how the organizational-level resource mobilization and power redistribution influence the individual-level environmental psychological and sociological factors in shaping residents’ waste-sorting behavior. Practical recommendations are offered for sustainable tourism management from a social interaction perspective.