Abstract
The purpose of this study is to explore the influence path of organic agricultural landscape on tourists’ pro-environment behavior and loyalty, and put forward suggestions for realizing sustainable tourism of organic agriculture. The M-R model was employed to construct an integrated model of the influence of consumer landscape on pro-environment behavior and loyalty in organic agricultural tourism. The research framework and questionnaire design were constructed on the basis of literature review and 417 valid questionnaires which were collected from tourists in Eastern Taiwan (Hualien and Taidong). SPSS was employed to analyze the reliability and validity of the questionnaire and LISREL software was used to identify the influence path between variables. The results showed that: 1. The tourists’ cognition of consumer landscape will positively affect the environmental intimacy and environmental identity. 2. Tourists’ environmental intimacy and environmental identity will increase their pro-environmental behavior. 3. Tourists’ pro-environment behavior has a positive impact on their loyalty to organic agricultural tourism. The results show that organic agricultural tourism can stimulate tourists to understand the significance, importance and multiple values of the environment, and increase the intimacy and identity of tourists to the environment, which has a great effect on pro-environment behavior and loyalty. At the same time, it also shows that organic agricultural tourism is a sustainable tourism mode, which is worth promoting.
Highlights
Following the rise of self-care and environmental protection awareness in today’s society, the issue of organic agriculture-tourism has grown into a global issue
The results show that organic agricultural tourism can stimulate tourists to understand the significance, importance and multiple values of the environment, and increase the intimacy and identity of tourists to the environment, which has a great effect on pro-environment behavior and loyalty
Based on the arguments from Burgess, Harrison, and Filius; Stern; Herremans and Reid; and Raworth, as well as from the perspective of organic agriculture-tourism, the present study suggests that pro-environmental behaviors derived through organic agriculture-tourism enhances visitors’ environmental knowledge, generates fondness and positive attitudes, increases their engagement in related activities and future purchases of organic agricultural goods, intensifies the likelihood they will share their opinions on the protection of organic agricultural environments, and play a more proactive role in environmental protection [5,6,50,51]
Summary
Following the rise of self-care and environmental protection awareness in today’s society, the issue of organic agriculture-tourism has grown into a global issue. Privitera suggested that while organic agriculture-tourism is similar to traditional tourism, it advocates the protection of the environment and natural resources, and includes the development of activities and facilities that are related to environmental sustainability [3]. Educational, touristic, food and beverage services, as well as sales of certain food products, all contain environmental protection-related implications. This shows that organic agriculture-tourism provides landscape resources that may protect the environment; creates tangible and intangible facilities and activities that cover the fields of ecology, education, learning, and experience; and sustains a friendly environment [1]. Even though the aforementioned qualities are important issues in organic agriculture-tourism and are vital for sustainable development, previous studies related to organic agriculture-tourism have seldom reviewed these topics, the authors’ motivation to conduct the present study
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