Objectives This study took Wuyishan National Park as a case study to explore the impact and mechanism of nature interpretation on tourists’ pro-environmental behavior, and to examine the feasibility and effectiveness of large-scale application of AI tools in nature interpretation.This study aims to provide scientific support and decision-making reference for national parks and other natural protected areas to optimize nature interpretation strategies using AI technology, effectively drive tourists’pro-environmental behavior, and systematically promote nature education practices.

Methods A scenario-based experiment method was applied to examine the relationships among nature interpretation, perceived value, place attachment and tourists’ pro-environmental behavior, and to analyze the moderating effect of prior knowledge.

Results The effect of nature interpretation on tourists’ pro-environmental behavior is transmitted through the serial mediation pathway of perceived value and place attachment. This effect is not only significantly moderated by prior knowledge, but also weakened among groups with high social desirability. AI-based nature interpretation demonstrates effects in enhancing perceived value, evoking place attachment, and driving tourists’ pro-environmental behavior that are no less potent than those of human-led nature interpretation.

Conclusions AI-enabled tools have broad application prospects in optimizing nature interpretation for national parks and other natural protected areas. National parks should attach equal importance to value shaping and emotional connection when designing nature interpretation programmes, and deliver customized nature interpretation services and nature education activities for heterogeneous groups.