An empirical analysis of the role of experience and attitude on ecotourism consumption behaviour

Abstract

ABSTRACT This study examine the factors that shape consumers’ ecotourism consumption behaviour and choices focusing on attitudes, behaviour choices, and the mediating role of ecotourism consumption attitudes. A quantitative approach was used, and data were collected through a questionnaire-based survey administered to 881 ecotourists at three 5A-level scenic spots in Tian Shan World Natural Heritage sites in China. Using the structural equation model, the findings reveal that consumption attitudes, values, and social norms positively influence ecotourism consumption behaviour choices through the mediating effect of ecotourism consumption attitudes. Furthermore, the perception of destination attraction experience directly and positively impacts consumption attitudes. These results provide valuable insights into the consumption behaviour of eco-tourists in the World Natural Heritage Site, informing sustainable ecotourism management strategies.