Abstract:
Ecotourism as a responsible travel to natural areas is proposed as a strategy for forest conservation
by enhancing the livelihoods of local communities. However, engaging in environmentally
friendly behaviors during forest visit is a crucial factor in achieving this conservation.
This study aimed to examine the determinants of intention and actual environmental behavior
among ecotourists during their visits to forests. Utilizing social cognitive theory as the theoretical
framework, the data from 409 visitors of recreational forest were analyzed. After confirming
the validity and reliability of the data, structural equation modeling was employed for analysis.
The results indicated that the model could explain 59% of the behavioral intention and
27% of the actual environmentally friendly behaviors of ecotourists during their forest visits.
Additionally, social influence and the behaviors of other ecotourists were identified as two significant
determinants of individuals’ behavioral intention. Self-efficacy and behavioral intention
also emerged as significant factors which shape the actual environmental behaviors of tourists,
positively. The findings suggest that social expectations, learning from fellow tourists, and enhancing
individuals’ abilities while addressing barriers to exhibiting environmentally friendly
behaviors should be prioritized in promotional planning for ecotourism.
