ORIGINAL RESEARCH
Applying Ecotourism Knowledge and Destination
Image in Planned Behavior Theory
in Ecotourism
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1
School of Management, Harbin University of Commerce, China
2
Heilongjiang Bayi Agricultural University, China
Submission date: 2023-03-28
Final revision date: 2023-08-03
Acceptance date: 2023-09-08
Online publication date: 2023-12-21
Publication date: 2024-01-03
Corresponding author
Jianping Chen
1.School of Management, Harbin University of Commerce
2.Heilongjiang Bayi Agricultural University, China
Pol. J. Environ. Stud. 2024;33(1):685-695
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ABSTRACT
Ecological knowledge and destination image are important drivers of ecotourism. Although previous
studies have explored the antecedents of ecotourism intentions, our understanding of the factors driving
demand for ecotourism is still limited. This study explored factors that affect ecotourism intention.
Ecotourism knowledge and destination image were evaluated from the perspective of the theory of
planned behavior. In total, 441 valid questionnaires (in paper and electronic format) were obtained and
analyzed using a structural equation model. We developed an extended theoretical model of planned
behavior. The results showed that ecological knowledge, attitude, and perceived behavioral control
had a significant impact on ecotourism intention. Destination image directly affected attitudes toward
ecotourism. Ecotourism attitude and subjective norms mediated the relationship between ecotourism
knowledge and ecotourism intention. This study extended the theory of planned behavior to analyze
ecotourism intention according to ecotourism knowledge and destination image. The findings of this
study enrich the literature on tourism and consumer behavior, and also have practical implications for
ecotourism operators aiming to design experiences for tourists, as well as for government and non-profit
organizations attempting to promote ecotourism.