This study identified the structural relationship between tourism destination storytelling, place attachment, and eco-friendly behavior intention, focusing on Mount Tai shan in China, a world complex heritage tourist site. In order to achieve the research purpose, both theoretical and empirical research were conducted. For this purpose, questionnaire were distributed through online research to Chinese tourists who have visited the Mount Tanshan. An online survey was conducted and 262 copies were finally applied to the empirical analysis. The results of this study confirmed the important characteristic factors of the Mount Tai shan's storytelling. Results showed that all the four dimensions of storytelling effectiveness positively influence the place attachment. Results also showed that the two different dimensions of place attachment(place identity and place dependence) had statistically significant influence on the environmentally friendly behavior intentions. Through this study, it is meaningful that tourism destination storytelling and place attachment verified and reconfirmed the causal relationship between place attachment and eco-friendly behavior intention based on theoretical and empirical studies. Through the tourism destination storytelling, an emotional bond between tourists and tourist destinations can be formed, so that tourists can voluntarily become conscious of environmental protection. According to the above research results, this study not only complements the academic limitations of the World Heritage Tourist Site, but also contributes as useful basic data for the Mount Taishan's environmental protection strategy. The results of this study also can be helpful in establishing a plan to revitalize heritage tourist attractions.