Ecotourism Behavior of Nature-Based Tourists: An Integrative Framework

Abstract

This study aims to examine an ecotourism behavioral model using environmental attitude, subjective norms, perceived behavioral control, perceived ecotourism usefulness, biospheric value, ecotourism self-identity, ecotourism behavioral intention, and ecotourism behavior among nature-based tourists. The analysis tested ten hypotheses and integrated the theory of planned behavior, the technology acceptance model, value-belief-norm theory, and social identity theory to provide an integrated ecotourism behavioral model for four important Taiwanese nature-based tourism destinations. This integrated framework provides an approach to creating critical insights for nature-based tourism researchers and managers to accurately grasp the factors that influence ecotourism behavior. Managers of nature-based tourism destinations should offer ecotourism programs that focus on ecotourism experiences that increase ecotourism behavioral intentions by increasing levels of perceived ecotourism usefulness, biospheric value, ecotourism self-identity, environmental attitude, subjective norms, and perceived behavioral control, thereby enhancing ecotourism behavior at nature-based tourism destinations and assisting in the development of sustainable tourism.