Development and validation of the ecotourism behavior scale

Abstract

This study conceptualizes ecotourism behavior as a multidimensional construct and develops a framework that offers a reliable and valid scale to assess ecotourism behavior; the framework is based on an empirical survey using 3 studies. In Study 1, measurement items are established and refined using a literature review, content analysis, and the fuzzy Delphi method. In Study 2, a research instrument is developed, and its reliability and validity are tested. In Study 3, cross‐validation of this research instrument is employed to assess ecotourism behavior using two populations of ecotourists. A reliable and valid 30‐item scale with a seven‐construct model is developed based on Taiwan's forests and wetlands as ecotourism destinations. This research instrument provides researchers with an invaluable instrument to accurately measure ecotourism behavior and offers a theoretical framework for researchers, decision makers, managers, and tourists in the field of ecotourism; thus, it makes a significant contribution to the literature.

Antecedents of environmental engagement and environmental learning behaviour

“…With such unprecedented growth in tourism globally, there is tremendous need to control the growing tourist's influx or the associated damage. There is a need to maintain the tourism destinations to preserve the interests of the local residents for future tourism (Kim et al, 2019;Lundberg et al, 2019;Jiang et al, 2019;Lee and Jan, 2018). This has led to subsequent interests in ecotourism and sustainable tourism (D'Souza et al, 2019;Lee and Jan, 2018), as a means to reduce the adverse effects of tourism on the destination environment.…”

“…There is a need to maintain the tourism destinations to preserve the interests of the local residents for future tourism (Kim et al, 2019;Lundberg et al, 2019;Jiang et al, 2019;Lee and Jan, 2018). This has led to subsequent interests in ecotourism and sustainable tourism (D'Souza et al, 2019;Lee and Jan, 2018), as a means to reduce the adverse effects of tourism on the destination environment. The tourism industry heavily depends on the sustainability of the destination.…”

“…Furthermore, the study also explored the role of environmental learning behaviour in the development of two key types of ecotourism behaviour (Lee and Jan, 2018): proenvironmental and site-specific ecological behaviour. Pro-environmental behaviour suggests those actions and behaviour of an individual that exhibit his/her environmental conscientiousness and safeguarding tendencies for the associated environment Lee and Jan, 2018); site-specific ecological behaviour suggests an appropriate code of conduct and set of behaviour to be followed at a specific tourism destination, aimed to safeguard the environment (Lee and Jan, 2018).…”

“…Furthermore, the study also explored the role of environmental learning behaviour in the development of two key types of ecotourism behaviour (Lee and Jan, 2018): proenvironmental and site-specific ecological behaviour. Pro-environmental behaviour suggests those actions and behaviour of an individual that exhibit his/her environmental conscientiousness and safeguarding tendencies for the associated environment Lee and Jan, 2018); site-specific ecological behaviour suggests an appropriate code of conduct and set of behaviour to be followed at a specific tourism destination, aimed to safeguard the environment (Lee and Jan, 2018). While studies have explored the role of materialism in environmental perspectives (Richins and Dawson, 1992;Banerjee and McKeage, 1994;Kilbourne and Pickett, 2008;Lundberg et al, 2019;Jiang et al, 2019), its role in developing tourist's environmental engagement and environmental learning behaviour is yet to be understood.…”

“…Furthermore, the impact of environmental learning behaviour in the development of pro-environmental and site-specific ecological behaviour also requires empirical attention. Finally, studies have indicated a possible causal link between proenvironmental and site-specific ecological behaviour (Lee and Jan, 2018).…”