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Evaluating the Effect of Perceived Value of Ecosystem Services on Tourists’ Behavioral Intentions for Aogu Coastal Wetland

Author

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  • Meng-Tsung Lee

    (Department of Marine Leisure Management, College of Marine Commerce, National Kaohsiung University of Science and Technology, Kaohsiung 80778, Taiwan)

  • Jen-Ming Liu

    (Department of Fisheries Production and Management, College of Hydrosphere Science, National Kaohsiung University of Science and Technology, Kaohsiung 80778, Taiwan)

  • Elaine Q. Borazon

    (IGPEHD, College of Social Sciences, National Sun Yat-sen University, Kaohsiung 80424, Taiwan)

Abstract

This research empirically tested the effect of perceived value of ecosystem services on tourists’ intentions to revisit the Aogu coastal wetland in Taiwan. Data were collected using a structured survey and structural equation modeling was then done to test the research hypotheses. Based on the data collected from 230 tourists in the Aogu coastal wetland, the perceived value of ecosystem services of wetland has a positive effect on tourists’ environmental concerns and friendly environmental behavior. Results also indicate that tourists’ environmental concern has a positive effect on friendly environmental behavior and tourists’ friendly environmental behavior has a positive effect on revisit intention to the Aogu coastal wetland. However, the effects of perceived value of ecosystem services and tourists’ environmental concerns on revisit intention were not found to be significant in this study. These results have implications for tourism management of coastal wetlands and the increase in revisit intentions of tourists.

Suggested Citation

  • Meng-Tsung Lee & Jen-Ming Liu & Elaine Q. Borazon, 2020. "Evaluating the Effect of Perceived Value of Ecosystem Services on Tourists’ Behavioral Intentions for Aogu Coastal Wetland," Sustainability, MDPI, vol. 12(15), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:15:p:6214-:d:393476
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    References listed on IDEAS

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    Cited by:

    1. Didi Rao & Jiaran Wang & Moucheng Liu & Nan Ma & Zhidong Li & Yunxiao Bai, 2022. "Research on Ecological Compensation of National Parks Based on Tourism Concession Mechanism," Sustainability, MDPI, vol. 14(11), pages 1-12, May.
    2. Chun-Nan Chang & Ting-Hsiu Liao & Hao-Chen Huang, 2022. "Investigating the Acceptance of Marine Ecotourism after the COVID-19 Pandemic in Taiwan," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    3. Mauricio Carvache-Franco & Ana Gabriela Víquez-Paniagua & Wilmer Carvache-Franco & Allan Pérez-Orozco & Orly Carvache-Franco, 2022. "Perceived Value in Sustainable Coastal and Marine Destinations: A Study of Jacó in Costa Rica," Sustainability, MDPI, vol. 14(14), pages 1-14, July.

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