Understanding Ecotourist Behavior: The Case of Forest-based Ecotourism in Sri Lanka

Authors

  • Priyan Perera Department of Forestry and Environmental Science University of Sri Jayewardenepura
  • Richard P. Vlosky School of Renewable Natural Resources Louisiana State University Agricultural Center

Keywords:

Visitors, attitudes, motivations, satisfaction, theory of planned behavior

Abstract

Ecotourism is a fast-evolving sector in tourism. As consumers of ecotourism products become more diverse, ecotourism operators are facing the difficulty of meeting the needs and expectations of a heterogeneous client base. Therefore, a thorough understanding of ecotourist behavior has become important from the ecotourism management and marketing perspectives. Using forest-based recreational areas in Sri Lanka as the geographic focus, this study proposes an ecotourism behavioral model based on Ajzen's Theory of Planned Behavior, incorporating knowledge and satisfaction as predictors of ecotourism behavior. Results suggest that knowledge, attitudes, social influence and perceived behavioral control are important determinants of an individual’s intention to participate in ecotourism, and his/her actual ecotourist behavior. Satisfaction plays a key mediating role in the model by bridging the four determinants: knowledge, attitudes, social influence and perceived behavioral control with behavioral intentions. Knowledge had a significant and positive direct effect on behavioral intentions and behavior. Implications of the study are discussed in the context of ecotourism provider planning and management actions and strategies.

Author Biographies

Priyan Perera, Department of Forestry and Environmental Science University of Sri Jayewardenepura

Priyan Perera is a senior lecturer in ecotourism, recreation ecology and protected area management at the Department of Forestry and Environmental Science, University of Sri Jayewardenepura, Sri Lanka. His current research interests include identification on the impacts of human recreational disturbances on wildlife and natural ecosystems

Richard P. Vlosky, School of Renewable Natural Resources Louisiana State University Agricultural Center

Rich Vlosky is the Director of the Louisiana Forest Products Development Center and Professor of Forest Products Marketing. His research includes Forest Certification, Internet Business, and International and Domestic Market and Economic Development. He has over 300 publications, mainly in the field of forest sector business development.

Downloads

Published

2018-02-18

How to Cite

Perera, P. and Vlosky, R. P. (2018) “Understanding Ecotourist Behavior: The Case of Forest-based Ecotourism in Sri Lanka”, e-Review of Tourism Research, 14(5/6). Available at: https://ertr-ojs-tamu.tdl.org/ertr/article/view/146 (Accessed: 20 April 2024).

Issue

Vol. 14 No. 5/6 (2017)

Section

Articles

License

e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research (ISSN:1941-5842). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.

In consideration for publication of your work, if published on behalf of the eRTR, the author agrees to transfer the work to the eRTR, Department of Recreation, Park and Tourism Sciences, Texas A&M University, USA, including full and exclusive rights to publication in all media now known or later developed, including but not limited to electronic databases.

The authors represents and warrants:

  • That the manuscript submitted is his/her own work;
  • That the work submitted to the eRTR has not been previously published.