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Impacts of environmental knowledge, motives, and behavior on ecotourism

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journal contribution
posted on 2025-04-30, 02:12 authored by KDDS Jayasekara, Darshana Rajapaksa Dewage, UADP Gunawardena
Trip cost indirectly reflects the perceived value (PV) related to a tourist destination, which can be influenced by knowledge, motivation, and behavior. This research investigated the relationship between PV and pro-environmental behavior (PEB). Moreover, the influence of environmental knowledge and motives on PEB was ascertained. Hikkaduwa National Park, Sri Lanka, was considered as a case study, and 235 visitors were interviewed for data collection. Partial Least Squares Structural Equation Modeling (PLS-SEM) was developed based on the proposed hypotheses. The average individual cost of traveling of local tourists is USD 4.7, which reflects the PV. The results revealed that motivation directly and indirectly impacts PV, and PEB positively influences PV. Environmental knowledge does not positively influence either PEB or PV. Motivating individuals to participate in environment-related activities is important for encouraging PEB and positively impacting value perception. As PEB influences PV in ecotourism areas, eco-friendly individuals will visit these areas as they value them more. Anthropogenic impacts are minimized if the visitors are environmentally friendly. Accordingly, this study highlights the desirability of promoting ecotourism and PEB for the environmental sustainability of marine habitats. The management of ecotourism destinations can develop strategies to use PEB to ensure the long-term survival of these areas.

History

Volume

16

Issue

11

Start Page

1

End Page

20

Number of Pages

20

eISSN

2071-1050

Publisher

MDPI AG

Additional Rights

CC BY 4.0

Language

en

Peer Reviewed

  • Yes

Open Access

  • Yes

Acceptance Date

2024-05-30

Era Eligible

  • Yes

Journal

Sustainability (Switzerland)

Article Number

4724

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