ECOTOURISM EXPERIENCE AND PRO-ENVIRONMENTAL BEHAVIOUR: THE ROLES OF ECOLOGICAL VALUES AND ETHICS IN A TAIWANESE WETLAND
DOI:
https://doi.org/10.35631/JTHEM.1144024Keywords:
Ecological Values, Environmental Ethics, Outdoor Recreation, Pro-Environmental Intentions, Wetland Tourism, Experience-Driven Behavioural Transformation ModelAbstract
Enjoyable visits to protected areas do not automatically lead to stronger conservation behaviours. The specific mechanisms connecting on-site ecotourism experiences to pro-environmental intentions remain unclear. This study surveyed 390 visitors at Gaomei Wetland in Taiwan. Using structural equation modelling, we investigated how three key dimensions of the on-site experience—educational and aesthetic appreciation, perceived gains in well-being and knowledge, and recreation-oriented motivation—influenced visitors’ broader ecological values and reported ethical awareness. We further examined how these psychological factors related to two distinct behavioural intentions: voluntary stewardship actions and compliance with site regulations. Results demonstrated that Educational/Aesthetic Experience and Well-being & Learning Benefits positively predicted proactive stewardship intentions through both direct and indirect pathways (partially mediated by ecological values). In contrast, regulatory compliance was primarily driven by environmental ethics and conservation awareness, with Tourism-First Perspective showing both direct and indirect positive effects. By proposing and testing the Experience-Driven Behavioural Transformation Model (EDBTM), this study integrates Experience Economy Theory, Experiential Learning Theory, and the Theory of Planned Behaviour, revealing differential pathways from on-site experiences to distinct behavioural outcomes. Overall, enjoyable experiences alone do not reliably produce consistent conservation-oriented intentions. What ultimately matters is whether the visit is perceived as strengthening visitors' ecological values and contributing to a genuine sense of ethical responsibility toward the site. These findings provide practical insights for designing interpretive programs and visitor management strategies in wetlands and other protected natural areas.
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