Connecting tourism experience and environmental learning

Ting (Tina) Li, Fang Liu and Geoffrey N. Soutar

Current Issues in Tourism, 2021, vol. 24, issue 13, 1792-1797

Abstract: Numerous studies have claimed that ecotourism experiences promote tourist environmental learning, but little empirical evidence has been provided to substantiate the claim. This study examined ecotourism experiences’ impacts on environmental learning within outbound Chinese tourists, a key international ecotourism market. The samples were collected from 19 bus tours over a 12-month period, with respondents surveyed immediately after their visits to a well-known Australian ecotourism site. The results showed that education, thinking, relating, entertainment, sensory, and acting experiences contributed significantly to environmental learning, while aesthetic, escapism, or emotional experiences did not. Tourism operators should design effective experience strategies to facilitate environmental learning.

Date: 2021
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DOI: 10.1080/13683500.2020.1754354

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