Visitor satisfaction and behavioral intentions in nature-based tourism during the COVID-19 pandemic: A case study from Zhangjiajie National Forest Park, China

Abstract

Nature-based tourism (NBT) has become a popular tool for developing countries to achieve economic growth by the non-destructive use of their natural resources. COVID-19 has caused severe financial impacts on tourism-dependent areas. Revitalizing NBT is needed for economic recovery in those regions and can also help deal with mental health issues worldwide. Zhangjiajie National Forest Park (ZNFP), the first national park created in China, was selected to examine the important factors that influence visitor satisfaction during the COVID-19 pandemic and the relationship between satisfaction and visitors' environmentally responsible behavior (ERB) intention. The authors collected 788 onsite and online questionnaires from visitors to ZNFP during June–September 2020. This paper reveals previously underestimated factors and offers practical applications for park development at ZNFP and other NBT destinations. Visitors had a high level of satisfaction with the natural scenery of the park but were relatively dissatisfied with price reasonableness, park services, activities and events, and artificial attractions. Younger visitors, especially students, and well-educated visitors looking for environmental education opportunities tended to have lower satisfaction rates. Visitor satisfaction may have a positive but limited influence on promoting visitors' ERB intentions. We propose group-specific strategies for national park managers to attract more visitors and increase their length of stay.