What drives ecotourism consumption? a qualitative TPB application

Authors

DOI: https://doi.org/10.6018/turismo.685661
Keywords: environmental commitment; consumer; environmental education; nature; sustainability.

Abstract

Ecotourism demand has increased over the years, but consumer intentions are still largely unknown. Based on Theory of Planned Behavior (TPB), the objective was to identify tourists' behavioral, normative, control and environmental perceptions about ecotourism. Data collection included 21 interviews, and content analysis was used to study them. The results identified as main perception: highlighting the value of keep contact with nature, learning about environment and contributing to natural resources conservation.

Downloads

Download data is not yet available.
Metrics
Views/Downloads
  • Abstract
    12
  • PDF INGLÉS
    11
  • PDF ESPAÑOL (Español (Esp...
    11

References

Abdullah, M., Mamat, M.P., Adnan, N., and Hussain, F.N.T. (2020). Ecotourism as tool for eradicating rural poverty in Peninsular Malysia, IOP Conference Series: Earth and Environmental Science, 549, 012091. https://doi.org/10.1088/1755-1315/549/1/012091

Ajzen, I. (1985). From intention to actions: a theory of planned behavior. In: Kuhl, J., Beckmann, J. (eds). Action control: from cognition to behavior. (p. 11-39). Springer.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50 (2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T

Ajzen, I. (2020). The theory of planned behavior: frequently asked questions. Human Behavior and Emerging Technologies, (2), 314-324. https://doi.org/10.1002/hbe2.195

Almeida, L.M.L.D., Vasconcelos, I.M., Brito, D.M.C., and Hilário, R.R. (2022). Current status, attractions, and obstacles for ecotourism in protected areas of Amapá, Brazil. Ambiente e Sociedade, 25, e00061. https://doi.org/10.1590/1809-4422asoc20220006r1OA

An, L.T., Markowski, J., Bartos, M., Rzenca, A., and Namiecinski, P. (2019). An evaluation of Destination attractiveness for nature-based tourism: recommendations for the management of national parks in Vietnam. Nature Conservation, 32, 51-80. https://doi.org/10.3897/natureconservation.32.30753

Arnegger, J., Herz, M., and Campbell, M. (2024). Mass ecotourism, media, and wildlife experience. Journal of Outdoor Recreation and Tourism, 45, 100732. https://doi.org/10.1016/j.jort.2023.100732

Baloch, Q.B., Shah, S.N., Iqbal, N., Sheeraz, M., Asadullah, M., Mahar, S., and Khan, A.U. (2023). Impact of tourism development upon environmental sustainability: a suggested framework for sustainable ecotourism. Environmental Science and Pollution Research, 30, 5917-5930. https://doi.org/10.1007/s11356-022-22496-w

Barba Sánchez, V., and Ramírez, E.M. (2015). Efectos del appoyo emocional de las redes cercanas al empreendedor indígena sobre el éxito de la nueva empresa ecoturística em la mitad sur de México. Cuadernos de Turismo, (36), 79-99. https://doi.org/10.6018/turismo.36.230891

Bardin, L. (2015). Análise de conteúdo. Edições 70.

Bentley, T.A., Cater, C.I., and Page, S.J. (2010). Adventure and ecotourism safety in Queensland: operator experiences and practice. Tourism Management, 31 (5), 563-571. https://doi.org/10.1016/j.tourman.2009.03.006

Bjork, P. (2000). Ecotourism from a conceptual perspective, an extended definition of a unique tourism form. International Journal of Tourism Research, 2 (3), 189-202. https://doi.org/10.1002/(SICI)1522-1970(200005/06)2:3%3C189::AID-JTR195%3E3.0.CO;2-T

Blamey, R.K. (2001). Principles of ecotourism: the encyclopedia of ecotourism. CAB International.

Butcher, J. (2007). Ecotourism, NGOs, and development: a critical analysis. Routledge.

Callaghan, A., Mccombe, G., Harrold, A., Mcmeel, C., Mills, G., Moore Cherry, N., and Cullen, W. (2021). The impact of green spaces on mental health in urban settings: a scoping review. Journal of Mental Health, 30 (2), 179-193. https://doi.org/10.1080/09638237.2020.1755027

Carvache Franco, M., Carvache Franco, W., Víquez Paniagua, A.G., Carvache Franco, O., and Pérez Orozco, A. (2021). The role of motivations in the segmentation of ecotourism destinations: a study from Costa Rica. Sustainability, 13 (17), 9818. https://doi.org/10.3390/su13179818

Center for Responsible Travel – CREST. (2017). The case for responsible travel: trends and statistics. https://www.responsibletravel.org/wp- content/uploads/sites/213/2021/03/trends-and-statistics-2017.pdf.

Chen, M.F., and Tung, P.J. (2014). Developing and extended theory of planned behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36, 221-230. https://doi.org/10.1016/j.ijhm.2013.09.006

Chi, N.T.K., and Pham, H. (2024). The moderating of eco-destination image in the travel motivations and ecotourism intention nexus. Journal of Tourism Futures, 10 (2), 317-33. https://doi.org/10.1108/JTF-01-2022-0014

Choi, Y.E., Doh, M., Park, S., and Chon, J. (2017). Transformation planning of ecotourism systems to invigorate responsible tourism. Sustainability, 9 (12), 2248. https://doi.org/10.3390/su9122248

Coursivanos, J., and Jain, A. (2006). A framework for sustainable ecotourism: application to Costa Rica. Tourism and Hospitality Planning and Development, 3 (2), 131-142. https://ssrn.com/abstract=2137985

Creswell, J.W., and Creswell, D. (2021). Projeto de pesquisa: métodos qualitativo, quantitativo e misto”, Penso.

Deb, R., and Rout, H.B. (2023). Identifying the determinants of ecotourism potential: an investigation of Reiek in Mizoram. Journal of Insights, 13, 6. https://doi.org/10.9707/2328-0824.1303

Deming, A. (1996). The edges of the civilized world: tourism and the hunger for wild places. Orion, 15 (2), 28-35.

Diáz Carrión, I.A. (2014). Ecoturismo y vida cotidiana de las mujeres em Sontecomapan (Veracruz, México). Cuadernos de Turismo, (34), 69-88. https://revistas.um.es/turismo/article/view/203031

Duong, N.G.H., Chi, N.K., Nguyen, H.T., Nguyen, N.T.K., Nguyen, C.P., and Nguyen, U.T.T. (2022). WTPP for ecotourism: the impact of intention, perceived value, and materialism. Journal of Hospitality and Tourism Insights, 5 (5), 1034-1045. https://doi.org/10.1108/JHTI-01-2021-0005

Faustino Dias, A.F., Spanhol Finocchio, C.P., and Mariani, M.A.P. (2022). Escaneamento das políticas públicas brasileiras de alimentação a partir do ‘Nourishing Framework’. Economia and Região, 10, 53-65. https://doi.org/10.5433/2317-627X.2022v10n1p53

Faustino Dias, A.F., Spanhol, C.P., and Marques, J.L.D. (2024). Alimentação e obesidade no contexto governamental brasileiro: análise das políticas, programas, planos e manuais por meio da mineração de texto. Revista de Administração IMED, 14, 19-43. https://doi.org/10.18256/2237-7956.2024.v14i1.5046

Férias Vidas. (2023). Perigo nas cachoeiras. https://www.feriasvivas.org.br/cachoeiras-do-brasil-em-seguranca-conheca-as-8- regras-de-ouro/

Fletcher, R. (2019). Ecotourism after nature: anthropocene tourism as a new capitalist ‘fix’. Journal of Sustainable Tourism, 27 (4), 522-535. https://doi.org/10.1080/09669582.2018.1471084

Hoang, S.D., Nguyen, D.T.N., and Pham, M. (2022). Factors affecting ecotourism loyalty with the moderating role of social influence: empirical evidence in Vietnam. GeoJournal of Tourism and Geosites, 43 (3), 946-954. https://doi.org/10.30892/gtg.43314-908

Hockett, D., Lober, D., and Pilgrim, K.M. (1995). Determinants of per capita municipal solid waste generation in the Southeastern United States. Journal of Environmental Management, 45 (3), 205-217. https://doi.org/10.1006/jema.1995.0069

Honjo, K., and Kuboo, T. (2020). Social dilemmas in nature-based tourism depend on social value orientations. Scientific Reports, 10, 3730. https://doi.org/10.1038/s41598-020-60349-z

Huang, Y.C., and Liu, C.H.S. (2017). Moderating and mediating roles of environmental concern and ecotourism experience for revisit intention. International Journal of Contemporary Hospitality Management, 29 (7), 1854-1872. https://doi.org/10.1108/IJCHM-12-2015-0677

Hultman, M., Kazeminia, A., and Ghasemi, V. (2015). Intention to visit and willingness to pay premium for ecotourism: the impact of attitude, materialism, and motivation. Journal of Business Research, 68 (9), 1854-1861. https://doi.org/10.1016/j.jbusres.2015.01.013

Icmbio-Parna. (2024). Parque Nacional da Chapada dos Veadeiros. https://www.icmbio.gov.br/parnachapadadosveadeiros/guia-do-visitante.html.

Judson, B.J. (2013). Waterfalls, science and aesthetics. Journal of Cultural Geography, 30 (3), 356-379. https://doi.org/10.1080/08873631.2013.828482

Kangai, D., Aman, E.E., and Papp-Váry, A.F. (2024). Ecotourism practices, perspectives, and consumer preferences, attitudes, and expectations: post-COVID-19 Review. In: Maingi, S.W., Gowreesunkan, V.G., Korstanje, M.E. (eds). Tourist behaviour and the new normal, vol. II. Palgrave Macmillan. https://doi.org/10.1007/978-3-031-45866-8_9

Kaseminia, A., Hultman, M., and Mostaghel, R. (2016). Why pay more for sustainable services? The case of ecotourism. Journal of Business Research, 69 (11), 4992-4997. https://doi.org/10.1016/j.jbusres.2016.04.069

Kilipiri, E., Papaioannou, E., and Kotzaivazoglou, I. (2023). Social media and influencer marketing for promoting sustainable tourism destinations: the instagram case. Sustainability, 15 (8), 6374. https://doi.org/10.3390/su15086374

Kiper, T. (2013). Role of ecotourism in sustainable development., In Ozyavuz, M. Advances in Landscape Architecture. https://dx.doi.org/10.5772/55749

Koliotasi, A.S., Abeliotis, K., and Tsartas, P.G. (2023). Understanding the impact of waste management on a destination’s image: a stakeholders’ perspective. Tourism and Hospitality, 4, 38-50. https://doi.org/10.3390/tourhosp4010004

Krishna, S.H., Rajput, H., Prathibha, M.K., Rangnekar, S., and Sethumadhavan, R. (2023). Impact of nature-based tourism on physical and mental health of patients. Journal for ReAttach Therapy and Developmental Diversities, 6 (10s), 347-357. https://jrtdd.com/index.php/journal/article/view/1123

Kumar, S., Hasija, N., Kumar, V., and Sageena, G. (2023). Ecotourism: a holistic assessment of environmental and socioeconomic effects towards sustainable development. Current World Environment, 18 (2), 589-607. http://dx.doi.org/10.12944/CWE.18.2.14

Kunjuraman, V., Hussin, R., and Aziz, R.C. (2022). Community-based ecotourism as a social transformation tool for rural community: a victory or a quagmire? Journal of Outdoor Recreation and Tourism, 39, 100524. https://doi.org/10.1016/j.jort.2022.100524

Lam, T., and Hsu, C.H. (2004). Theory of planned behaviour: potential travellers from China. Journal of Hospitality and Tourism Research, 28 (4), 463-482. https://doi.org/10.1177/1096348004267515

Lam, T., and Hsu, C.H. (2006). Predicting behavioral intention of choosing travel destination. Tourism Management, 27 (4), 589-599. https://doi.org/10.1016/j.tourman.2005.02.003

Lin, X., and Huang, D. (2021). The effect of psychological factor and ecotourism on resident’s ecological behavior in National Park in China. Polish Journal of Environmental Studies, 30 (3), 2191-2201. https://doi.org/10.15244/pjoes/127913

Liu, Y., Cleary, A., Fielding, K.S., Murray, Z., and Roiko, A. (2022). Nature connection, pro-environmental behaviours and wellbeing: understanding the mediating role of nature contact. Landscape and Urban Planning, 228, 104550. https://doi.org/10.1016/j.landurbplan.2022.104550

Lock, S. (2021). Market size of the ecotourism sector worldwide in 2019, with a forecast for 2027. https://www.statista.com/statistics/1221034/ecotourism-market-size- global/#statisticContainer

Lu, A.C.C., Gursooy, D., and Chiappa, G.D. (2016). The influence of materialism on ecotourism attitudes and behavior. Journal of Travel Research, 55 (2), 176-189. https://doi.org/10.1177/0047287514541005

Luo, Y.L., and Deng, J. (2008). The new environmental paradigm and nature-based tourism motivation. Journal of Travel Research, 46 (4), 392-402. https://doi.org/10.1177/0047287507308331

Manomaivibool, P. (2015). Wasteful tourism in developing economy? A present situation and sustainable scenarios”, Resources, Conservation and Recycling, 103, 69-76. https://doi.org/10.1016/j.resconrec.2015.07.020

Marhov, Z., and Larose, D.T. (2007). Data mining the web: uncovering patterns in web content, structure, and usage. John Wiley and Sons.

Martins, A.M., and Cró, S. (2021). The impact of tourism on solid waste generation and management cost in Madeira Island for the period 1996-2018. Sustainability, 13 (9), 5238. https://doi.org/10.3390/su13095238

Nascimento, A.R.F., and Menandro, P.R.M. (2006). Análise lexical e análise de conteúdo: uma proposta de utilização conjugada. Estudos e Pesquisas em Psicologia, 6 (2), 72-88.

Neuts, B., Romão, J., Nijkamp, P., and Shikida, A. (2016). Market segmentation and their potential economic impacts in an ecotourism destination: an applied modelling study on Hokkaido, Japan. Tourism Economics, 22 (4), 793-808. https://doi.org/10.1177/1354816616654252

Paço, A., Alves, H., and Nunes, C. (2012). Ecotourism from both hotel and tourists’ perspective. Economics and Sociology, 5 (2), 132-142.

Palmer, T., and Riera, A. (2003). Tourism and environmental taxes: with special reference to the ‘Balearic ecotax’. Tourism Management, 24 (6), 665-647. https://doi.org/10.1016/S0261-5177(03)00046-3

Pham, H.S.P., and Khan, C.N.T. (2021). Ecotourism intention: the roles of environmental concern, time perspective and destination image. Tourism Review, 76 (5), 1141-1153. https://doi.org/10.1108/TR-09-2019-0363

Pintassilgo, P., and Silva, J.A. (2007). Tragedy of the commons’ in the tourism accommodation industry. Tourism Economics, 13 (2), 209-224. https://doi.org/10.5367/000000007780823168

Ren, L., Wong, C.U.I., Ma, C., and Feng, Y. (2024). Changing roles of tour guides: from ‘agent to serve’ to ‘agent for change’. Tourist Studies, 24, 55-74. https://doi.org/10.1177/14687976231200909

Roscioni, F., Contestabile, P., Greco, M., Markus-Michalczyk, H., Clarisó, X.C., Mas, G., Tihcheva, V., and Nikolova, G. (2019). Ecotourism integrated approach for coastal zone management. Land-Sea Interreg Europe.

Roseta, P., Sousa, B.B., and Roseta, L. (2020). Determiners in the consumer’s purchase decision process in ecotourism contexts: a portuguese case study. Geosciences, 10 (6), 224. https://doi.org/10.3390/geosciences10060224

Salman, A., Jaafar, M., Mohamad, D., and Malik, S. (2021). Ecotourism development in Penang Hill: a multi-stakeholder perspective towards achieving environmental sustainability. Environmental Science and Pollution Research, 28 (31), 42945-42958. https://doi.org/10.1007%2Fs11356-021-13609-y

Sampieri, R.H., Collado, C.F., and Lucio, M.D.P.P. (2013). Metodologia de pesquisa. Penso.

Satyra, I.D.G., Kaihatu, T.S., Budidharmanto, L.P., Karya, D.F., and Rusadi, N.W.P. (2023). The role of ecotourism in preserving environmental awareness, cultural and natural attractiveness for promoting local communities in Bali, Indonesia. Journal of Eastern European and Central Asian Research, 10 (7), 1063-1075. https://doi.org/10.15549/jeecar.v10i7.1386

Sethy, M.K., and Senapati, A.K. (2023). Perceptions towards ecotourism practice and the willingness to pay: evidence from Chilika coastal wetland ecosystem, Odisha. International Journal of Geoheritage and Parks, 11 (3), 497-513. https://doi.org/10.1016/j.ijgeop.2023.08.001

Solís, V.V., Pérez, O.R., González, J.G.R., Caretta, M.N., and Hernández, H.R. (2010). Evaluación de los atractivos naturales para el desarrollo del ecoturismo em la Región Huasteca de San Luis Potosí, México. Cuadernos de Turismo, (25), 229-245. https://revistas.um.es/turismo/article/view/109651

Sparks, B., and Pan, G.W. (2009). Chinese outbound tourists: understanding their attitudes, constraints, and use of information sources. Tourism Management, 30 (4), 483-494. https://doi.org/10.1016/j.tourman.2008.10.014

Teeroovengadum, V. (2019). Environmental identity and ecotourism behaviours: examination of the direct and indirect effects. Tourism Review, 74 (2), 280-292. https://doi.org/10.1108/TR-11-2017-0190

Thapa, K., King, D., Banhalmi-Zakar, Z., and Diedrich, A. (2022). Nature-based tourism in protected areas: a systematic review of socio-economic benefits and costs to local people. International Journal of Sustainable Development and World Ecology, 29 (7), 625-640. https://doi.org/10.1080/13504509.2022.2073616

The International Ecotourism Society – TIES. (2015). What is ecotourism? https://ecotourism.org/what-is-ecotourism/

Uzulmez, M., Istin, A.E., and Barakazi, E. (2024). Environmental awareness, ecotourism awareness and ecotourism perception of tourist guides. Sustainability, 15 (16), 12616. https://doi.org/10.3390/su151612616

Weerasekara, D., and Assella, P. (2023). The effect of motivations on ecotourism intention and willingness to pay premium for ecotourism: a conceptual paper. International Journal of Contemporary Business Research, 2, 164-192.

Yuxi, Z., Filimonau, V., Ling-En, W., and Linsheng, Z. (2023). The impact of tourism on municipal solid waste generation in China. Journal of Cleaner Production, 427, 139255. https://doi.org/10.1016/j.jclepro.2023.139255

Zhang, H., Fu, X., Cai, L.A., and Lu, L. (2014). Destination image and tourist loyalty: a meta-analysis. Tourism Management, 40, 213-223. https://doi.org/10.1016/j.tourman.2013.06.006

Zhang, H., Liang, Q., Li, Y., and Gao, P. (2023). Promoting eco-tourism for the green economic recovery in ASEAN. Economic Change and Restructuring, 56 (3), 2021-2036. https://doi.org/10.1007%2Fs10644-023-09492-x

Zhang, S. (2022). Model construction of the influence of tourist destination image on tourists’ word-of-mouth communication based on cognitive and emotional environment. Journal of Environmental and Public Health, 3343946. https://doi.org/10.1155/2022/3343946

Zheng, Q.J., Xu, A.X., Kong, D.Y., Deng, H.P., and Lin, Q.Q. (2018). Correlation between the environmental knowledge, environmental attitude, and behavioral intention of tourists for ecotourism in China. Applied Ecology and Environmental Research, 16, 51-62. http://dx.doi.org/10.15666/aeer/1601_051062

ZIFFER, K. (1989). Ecotourism: the uneasy alliance. Conservation International, Ernst and Young.

Published
19-12-2025
How to Cite
Freitas Faustino-Dias, Álvaro, Pasquotto Mariani, M. A., & Carneiro de Araujo, G. (2025). What drives ecotourism consumption? a qualitative TPB application. Cuadernos De Turismo, (56), 39–66. https://doi.org/10.6018/turismo.685661
Issue
Section
Artículos