Evaluating the Effect of Perceived Value of Ecosystem Services on Tourists’ Behavioral Intentions for Aogu Coastal Wetland

Meng-Tsung Lee, Jen-Ming Liu and Elaine Q. Borazon
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Meng-Tsung Lee: Department of Marine Leisure Management, College of Marine Commerce, National Kaohsiung University of Science and Technology, Kaohsiung 80778, Taiwan
Jen-Ming Liu: Department of Fisheries Production and Management, College of Hydrosphere Science, National Kaohsiung University of Science and Technology, Kaohsiung 80778, Taiwan
Elaine Q. Borazon: IGPEHD, College of Social Sciences, National Sun Yat-sen University, Kaohsiung 80424, Taiwan

Sustainability, 2020, vol. 12, issue 15, 1-18

Abstract: This research empirically tested the effect of perceived value of ecosystem services on tourists’ intentions to revisit the Aogu coastal wetland in Taiwan. Data were collected using a structured survey and structural equation modeling was then done to test the research hypotheses. Based on the data collected from 230 tourists in the Aogu coastal wetland, the perceived value of ecosystem services of wetland has a positive effect on tourists’ environmental concerns and friendly environmental behavior. Results also indicate that tourists’ environmental concern has a positive effect on friendly environmental behavior and tourists’ friendly environmental behavior has a positive effect on revisit intention to the Aogu coastal wetland. However, the effects of perceived value of ecosystem services and tourists’ environmental concerns on revisit intention were not found to be significant in this study. These results have implications for tourism management of coastal wetlands and the increase in revisit intentions of tourists.

Keywords: ecosystem service; environmental concerns; friendly environmental behavior; revisit intention; Aogu coastal wetland (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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