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Abstract
ABSTRACT This study explores the role of eco-feedback technology in promoting sustainability within wildlife attractions. Employing a mixed-methods design with a dual-perspective approach, the research incorporates the perceptions of both those managing wildlife attractions and those visiting them. The qualitative phase examines management perspectives on the benefits and challenges of implementing eco-feedback technology. The quantitative phase evaluates visitor intentions to adopt the technology and its impact on pro-environmental behavioural intention. Findings reveal that eco-feedback technology can serve as an educational tool, bridging knowledge and awareness gaps while encouraging sustainable choices and behaviours. The study further extends the Technology Acceptance Model by introducing Perceived Educational Experience as a key component within the context of eco-feedback technology, highlighting its role in motivating visitor adoption and fostering long-term sustainable behaviour in conservation-focused settings. The findings also offer valuable insights for practitioners seeking to leverage technology to align visitor engagement with sustainability goals in wildlife attractions.
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