Abstract
This study aims to gain further insights to Chinese and Taiwanese university students’ environmental literacy on ecotourism. A structural equation model is developed and validated in an effort to explore the differences between Chinese and Taiwanese university students in terms of their environmental knowledge, environmental attitude, and behavioral intentions. The results showed that the ecotourism perception of Chinese and Taiwanese university students affect their behavioral intentions. Chinese university students exhibited a higher correlation between ecotourism knowledge and behavioral intentions than their Taiwanese counterparts. The findings also revealed differences between the Chinese and Taiwanese students in their perception of ecotourism, and this disparity was particularly evident with regards to how ecotourism should be governed. A moderate difference in ecotourism behavioral intentions was also identified, in which Taiwanese university students were less likely to engage in self-empowerment or private empowerment, to be more educated in the field of ecotourism than their Chinese counterparts.
Highlights
The tourism industry is commonly accepted as an ‘industry without chimney’ as it does not discharge significant amounts of harmful substances or smokes like other industries that can have a devastating impact on the environment [1]
The results showed that the knowledge of ecotourism affects behavioral intentions
The Chinese university students demonstrated a higher correlation between knowledge of ecotourism and behavioral intentions than the Taiwanese students
Summary
The tourism industry is commonly accepted as an ‘industry without chimney’ as it does not discharge significant amounts of harmful substances or smokes like other industries (e.g., manufacturing, construction) that can have a devastating impact on the environment [1]. The argument about the extent to which the effects of the tourism industry have on the environment has been subject to controversial debates. There has been an increasing focus on tourism activities, and this is accompanied by an increase in the tourism population. A rapid growth in tourism affects the natural environment and the socio-cultural structures of those places [2,3]. Tourism growth relies on the environment of the tourism area being healthy. Since the beginning of 2002, which was the United Nation’s International Year of Ecotourism, the global tourism industry has emphasized the growing importance of both sustainable and tourism development that aims at maximizing the economic, environmental, and social benefits from ecotourism [4,5]. FurthermSuostraein,abpilietyo2p01l8e, 1h0,axvFeORsPoEuEgRhREtVtIoEWstrike a balance between economic growth and en2voifr2o2nmental protectiopnlaciens [o2,r3d].eTroutorismavgoriodwtthhreelidesraown tbhaeceknsviraosnsmoecniat toefdthewtoituhrismmaasrseatboeuinrgishmea.lthyA. cScinocredtihneg to the Goal 17:bRegeinvnitinaglizoef 2th00e2,gwlohbicahl pwaarstntheersUhniiptedfoNr astuiosnt’asinInatebrlneatdioenvael lYoepamr oefnEt,coatsouoruistmli,ntehde ginlobthale United
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