Switching Intention and Behaviors to Wetland Ecotourism after the COVID-19 Pandemic: The Perspective of Push-Pull-Mooring Model

Abstract

This study used a push–pull–mooring model (PPM model) to build an integrated model to explain the influencing factors of tourists’ switching intention to wetland ecotourism after the COVID-19 pandemic. The push effect is crowding perception, the pull effect is nature-based destination attractiveness, and the mooring effect is the risk perception of COVID-19. The study collected 551 valid research samples by questionnaire survey in two world-class wetlands in Taiwan. The results of the regression analysis showed that push, pull, and mooring influenced tourists’ switching intention to wetland ecotourism. Among them, the mooring effect regulated the relationship between the push effect and switching intention to wetland ecotourism, but did not regulate the relationship between the pull effect and switching intention to wetland ecotourism. Finally, the switching intention to wetland ecotourism further influenced wetland ecotourism behaviors. It is expected that people can go outdoors after the COVID-19 pandemic and bring substantial economic benefits of tourism to wetland ecological attractions in Taiwan.