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Abstract

Purpose – The research investigates rural tourism experiences and their impact on individual performance, defined here as tourists’ perceived psychological clarity, emotional renewal, and personal growth, through perceived mental health (PMH), pro-environmental behaviour (PEB), and behavioural intention using the S-O-R model. Design/methodology/approach – The research employs a quantitative survey to gather data from 388 rural tourists in Portugal, and partial least squares structural equation modelling (PLSSEM) to analyse the relationships between tourism experience dimensions, psychological states, and individual performance. Findings – The research demonstrates that PMH leads to better individual performance during rural tourism activities. The aesthetic appeal and memory serve as essential factors that drive the development of PMH. The research shows that environmental awareness during travel improves mental health and boosts positive PEB and individual performance. The performance outcome depends on behavioural intention to perform positively, but the direct relationship between mental health and experiential dimensions such as escapism, refreshment, and meaningfulness remains unclear. Practical Implications – Rural tourism operators and hospitality managers should create experiences that combine aesthetic pleasure with emotional engagement and pro-environmental awareness to boost tourists’ mental well-being and satisfaction. Rural settings that include storytelling and cultural immersion and nature-based activities will achieve sustainable tourism goals while enhancing visitor performance and mental health perception. Originality/value – The study enhances the S-O-R model by incorporating psychological and environmental elements into the tourism literature. The research demonstrates that rural tourism serves as a tourism type that promotes psychological wellness and environmental stewardship. The research provides practitioners with essential knowledge to create tourism experiences that engage visitors emotionally and environmentally while enhancing their well-being and perceived personal development.