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Understanding the Impact of Environmental Education on Tourists’ Future Visit Intentions to Leisure Farms in Mountain Regions

Winitra Leelapattana (), Shih-Yun Hsu (), Weerapon Thongma (), Chun Chen () and Fu-Mei Chiang ()
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Winitra Leelapattana: School of Tourism Development, Maejo University, Sansai, Chiang Mai 50290, Thailand
Shih-Yun Hsu: Department of Leisure and Recreation Management, Asia University, Taichung 41354, Taiwan
Weerapon Thongma: School of Tourism Development, Maejo University, Sansai, Chiang Mai 50290, Thailand
Chun Chen: Department of Tourism, Changzhou Institute of Industry Technology, Changzhou 213164, China
Fu-Mei Chiang: School of Tourism Development, Maejo University, Sansai, Chiang Mai 50290, Thailand

Sustainability, 2019, vol. 11, issue 6, 1-13

Abstract: The research problem of this study is to understand whether people with higher level of EE are more likely to choose farm stays for their vacation. The main aim of this study is to investigate the causal relationship between an individual’s environmental education (EE) and their theory of planned behavior (TPB) decision-making process that leads to future visit intention. A convenient sampling method was used to survey visitors of Toucheng Leisure Farm in the mountain region of Taiwan; and a total of 600 responses were collected. Structural equation modeling (SEM) was used to analyze the data. The results showed that five of the six hypotheses were supported. This finding suggests that environmental education makes an individual more pro-environmental and susceptible to the social norms about environmental protection. Environmental education, however, does not affect the inconvenience or extra cost incurred by purchasing green products.

Keywords: environmental education; behavioral intention; theory of planned behavior; leisure farm (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2019
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