ABSTRACT Small-scale tourism entrepreneurs play an important role in the development of nature tourism destinations, and building competitive business models can be crucial for the success of both these entrepreneurs and the nature destinations they inhabit. However, traditional business model frameworks do not adequately capture the unique characteristics of nature tourism and its entrepreneurs, such as their non-economic and nature-based values. Thus, developing knowledge about business models for nature tourism entrepreneurs calls for an alternative theoretical approach. This paper aims to develop such a novel approach by integrating existing knowledge about the unique characteristics of nature tourism and its entrepreneurs with a Service Dominant Logic theory, which incorporates both human and non-human actors such as nature. To illustrate the analytical relevance of the framework, it is applied in a case study of nature tourism entrepreneurs that identifies internal incongruences within the entrepreneurs’ existing business models. The case study also demonstrates how the entrepreneurs attempt to address these incongruences. The framework is relevant also to other small scale tourism entrepreneurs operating in other contexts.

ABSTRACT Birdwatching as a subset of ecotourism can produce recreational disturbance. This research aims to assess the validity and reliability of a formative conservation model regarding disturbance behaviour towards birds. This model uses cognitive theories to identify the key factors influencing behavioural intention towards disturbance behaviour on birds among Malaysian birdwatchers. We present the theory of planned behaviour (TPB), the theory of normative conduct, and the cognitive hierarchy model in the Predictor Bird Conservation Model (PBCM). The data was collected from 421 Malaysian birdwatchers using a field survey. The model was tested using the partial least squares (PLS) approach. This model provides managerial implications for determining the cognitive influential factors on intention towards target behaviour. Ten hypotheses are proposed and tested. The results showed subjective norms (SN) had the greatest substantial variance among other predictors of the study model. However, attitude and perceived behaviour had the lowest variance towards the intentions for target behaviour. The study contributes to existing literature regarding the implication of the TPB. This research also focuses on non-consuming behaviour which is considered critical for its potential for social pressure effect.

ABSTRACT The foundational comprehension of the deliberate ignorance of green/sustainable services from the tourist’s standpoint has been significantly overlooked. Thus, this research aims to testify to the effects of stimuli (information overload and pessimism) on deliberate ignorance towards green tourism. This investigation is grounded in an integration of stimulus-organism-response theory, Cognitive Avoidance Theory and Cognitive Load Theory, with a particular focus on the mediating role of psychological detachment. A quantitative analysis was carried out through a questionnaire in which data was collected from 180 tourists. Structural equation modelling was conducted to examine the hypotheses. The results of this work found that environmental stimuli significantly increased tourists’ psychological detachment towards green services. Furthermore, tourists’ psychological detachment mediated the link between stimuli and deliberate ignorance as an outcome construct. This study suggests that practitioners should pay close attention to the environmental stimuli that may influence tourists’ psychological detachment and subsequently deliberate ignorance action towards green tourism. The present study pioneers the examination of the credible empirical influence of stimuli on tourists’ psychological detachment, subsequently contributing to deliberate ignorance towards green tourism.

ABSTRACT This paper examines the effects of crises of climate change and geopolitical civil conflict in Cameroon, on the development of the ecotourism sector. Additionally, the hurdles to the regeneration of the sector post- the COVID-19 pandemic are considered. A qualitative research design was used. In-depth interviews were conducted with key informants involved in the ecotourism sector, including government officials, local community representatives, conservationists, non-governmental organizations and management of national parks. The data collected were thematically analysed, with key themes pointing towards the dire impacts of COVID-19, geopolitical and climate crises on the sector, with one of the primary consequences being inhibited movement of people, extreme weather events and changes to flora and fauna, ultimately leading to shrinkage of the sector. The central nature of conservation, linked to ecotourism, was also highlighted. The importance of collaborative management, development of dedicated policy and strategic plans for the successful regeneration of ecotourism also emerged. The paper provides contemporary insights and recommendations into the sustainable regeneration of ecotourism in the face of extreme geopolitical and socio-economic crises.

ABSTRACT Shark tourism is considered a type of enjoyable and exciting ecotourism that can simultaneously be effective in protecting sharks. However, the human fear of sharks may affect the level of interest in shark tourism. The present study investigated the effect of viewing images/videos of aggressive sharks on people’s interest in shark tourism. For this purpose, Participants were asked to rate their preference for the type of outdoor recreation, action mode, and encounter activity in shark tourism, level of trust in shark tourism, and covariates related to cost, distance travelled, waiting time, and desired number of shark visits in each tour. The experimental treatments of the study included viewing a picture/film (or animation) of an aggressive shark display (ASD) and a peaceful shark display (PSD). Our results indicated that viewing images or videos of aggressive sharks may negatively affect tourists’ interest levels in shark tourism, particularly in activities including physical contact. Also, the exposed individuals had less confidence in the safety of shark tourism and opted for lower tour charges. Nevertheless, prior information can mitigate the detrimental influence of the aforementioned aspect on attitude.

ABSTRACT One crucial step in planning for ecotourism is the selection of sites for ecotourism ecocamps to cater to ecotourists. To identify such sites, it is necessary to consider the following criteria: Sunlight, Slope, Distance from the highest peak, Land use, Erosion, Distance from the road network, Distance from faults, Distance from protected areas, Distance from attractions, Natural distance from settlements, and Distance from flood-prone areas. Based on these criteria, the current research has been compiled using a descriptive-analytical method to identify the most favorable points for constructing ecotourism ecocamps. The required information has been collected using the library method. To assign weight to the examined criteria, 38 experts and professionals were consulted, and the Analytical Hierarchy Process (AHP) method was employed. After determining the weight of each criterion, information layers for each criterion were created in the GIS software. Finally, by overlaying these information layers, the most suitable locations for establishing ecotourism ecocamps were identified. Therefore, proper planning for the creation of ecotourism ecocamps in the proposed locations will contribute to the sustainable development of tourism and the economic growth of the region in order of priority.

ABSTRACT While ecotourism principles emphasize the importance of educating tourists on nature conservation, a significant knowledge gap persists regarding the effectiveness of eco-labelling for promoting conservation education and meeting ecotourists’ educational expectations. This study addresses this gap using mixed methods, examining perspectives from both the demand and supply sides. To understand tourists’ viewpoints, an empirical study evaluates how interpretation services during guided ecotours align with tourists’ nature conservation learning needs. Additionally, in-depth interviews with guides explore their interpretative performances and whether they prioritise an educational role in fostering tourists’ eco-friendly behaviours onsite. The integrated findings underscore a disparity between tourists’ expectations for their learning needs and guides’ interpretive service performance. Specifically, guides perceive shaping ecotourists’ pro-nature conservation behaviours as a complementary role, resulting in their interpretation services having a limited impact on encouraging responsible actions. Notably, results suggest that guides’ interpretative performance could significantly foster tourists’ conservation support and learning by using guiding tactics to evoke emotional empathy, promote positive emotions, and establish a connection to educational experiences. This study offers significant theoretical insights into ecotourism guide roles, interpretation dynamics, and pro-nature conservation behaviours, while proposing strategic implications to improve interpretation services, educational experiences, and sustainable ecotourism practices.

ABSTRACT Encouraging environmentally-friendly behaviours among tourists, especially younger generations, is a pressing and vital task for both government authorities and industry practitioners. Our study investigates the impact of public environmental facilities, awe, and employee helpfulness on Generation Z tourists’ environmental commitment and their intention to protect the environment in national park tourism. We utilised an online survey to collect data from Chinese adult tourists born in or after 1995 who had visited national parks within the past one year. Based on the data analysis of 289 valid cases, we found that commitment to the environment significantly mediates the impact of awe and employee helpfulness on Generation Z tourists’ intention to protect the environment in national parks. However, public environmental facilities did not significantly affect commitment to the environment. The theoretical contributions and practical implications of the current study are elaborated upon.

ABSTRACT Every year, from June to September, the whale shark (Rhincodon typus) is present in the Mexican Caribbean and has become a highly attractive tourist resource. In this study, we assess the spatial and temporal distribution of whale sharks and estimate the size of the effective tourism area from data collected between 2016 and 2021. The main whale shark aggregation site in the Mexican Caribbean is called ‘El Azul’, it has an average size of 400 km2. Using aerial survey data, we found 37 whale shark aggregations where we counted 1–170 individuals and 16–150 tourist boats. The average size of the area covered by these groups was 2.9 km2. The highest density of whale sharks was recorded in 2020 (48 whale sharks per km2) and the lowest in 2021 (5 whale sharks per km2). Estimating the effective tourism area (where whale shark tourism takes place) within the entire aggregation area is important to refine tourism carrying capacity calculations and to avoid miscalculations that could lead to over-exploitation of whale shark tourism activities with negative consequences for the species. The information from this study is directly applicable to adaptive ecotourism management, improving the sustainability of whale shark tourism, and biological monitoring.

ABSTRACT In rural areas of Nepal, homestays are becoming an important source of income for many families. Homestay offers many benefits, such as experiencing the local culture, learning about different cultural practices in a homely environment, improving language skills, and many more. This study is an attempt to explore the status and homestay owners’ perceptions of Ayodhyapuri Community Homestay, Madi, Nepal. In this study, a concurrent mixed-methods approach was applied using a questionnaire and informal interviews to understand the homestay situation. The research explores how a specific community in Nepal has developed a sustainable tourism industry through the use of homestays, with a focus on how the community has balanced economic growth with environmental and cultural sustainability. Along with this, it also examines the impact of ecotourism on the local community, including the economic benefits, social and cultural impacts, and environmental sustainability practices. The finding suggests that homestays play a vital role in conserving nature, reducing human-wildlife conflict, preserving culture, and generating employment opportunities.