Abstract
This study aims to explore the impact of tourists leisure farm environmental protection behavioral cognition on their travel willingness. The research population was visitors from ten leisure farms in Southern Taiwan. Out of 600 distributed survey questionnaires, 517 usable responses were returned with a high valid response rate of 72%. The study findings show that (1) tourists gender and age variables exert no significant differences regarding the impacts on tourists environmental protection behavioral cognition, (2) tourists with university educational background have higher leisure farm environmental protection behavioral cognition than tourists with high school educational level, (3) married tourists have higher environmental protection awareness than unmarried tourists, and (4) tourists leisure farm environmental protection behavioral cognition has high explanatory power toward forecasting travel willingness.
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