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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Winitra Leelapattana & Shih-Yun Hsu & Weerapon Thongma & Chun Chen & Fu-Mei Chiang, 2019. "Understanding the Impact of Environmental Education on Tourists’ Future Visit Intentions to Leisure Farms in Mountain Regions," Sustainability, MDPI, vol. 11(6), pages 1-13, March.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:6:p:1567-:d:214026
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    References listed on IDEAS

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    Cited by:

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    3. Ana Ispas & Elena Nicoleta Untaru & Adina Nicoleta Candrea, 2019. "Environmental Management Practices within Agritourism Boarding Houses in Romania: A Qualitative Study Among Managers," Sustainability, MDPI, vol. 11(14), pages 1-25, July.

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