Impacts of Environmental Knowledge, Motives, and Behavior on Ecotourism

K. Deshika De S. Jayasekara, Darshana Rajapaksa () and U. A. D. Prasanthi Gunawardena
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K. Deshika De S. Jayasekara: Department of Forestry and Environmental Science, University of Sri Jayewardenepura, Nugegoda 10250, Sri Lanka
Darshana Rajapaksa: Department of Environment, Science and Innovation, CQU Rockhampton Campus, Central Queensland University, Norman Gardens, QLD 4701, Australia
U. A. D. Prasanthi Gunawardena: Department of Forestry and Environmental Science, University of Sri Jayewardenepura, Nugegoda 10250, Sri Lanka

Sustainability, 2024, vol. 16, issue 11, 1-20

Abstract: 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.

Keywords: Hikkaduwa coral reef; national park; pro-environmental behavior; perceived value; trip cost estimation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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