Document Type : Research Paper
Authors
1 Associate Professor, Department of Business Administration, Payam Noor University, Tehran, Iran
2 Assistant Professor, Department of Biology, Payam Noor University, Tehran, Iran
3 Master of Tourism Management, Payam Noor University, Tehran, Iran
4 Department of Persian Literature and Foreign Languages Payame Noor University Tehran Iran
Abstract
The best way to make individuals more conscious of the concerns and difficulties facing society is through education. The aim of this study is to evaluate the effect of tourists' experiences on environmental education through the resonance of the nature tourism destination brand and environmental education to visitors. The knowledge of the environment among tourists can be raised through travel and nature tourism. People's knowledge, attitudes, and behaviors regarding the environment are influenced by their experiences in the environment. The host society suffers when tourism numbers exceed an area's ecological capacity, which lowers the quality of the tourism experience. If this problem is ignored, society will face social and environmental challenges. The greatest and most efficient method for educating people and instilling a sense of responsibility in them is through environmental education. The sample size was determined by Cochran's formula of 384 people. The sample technique was convenience sampling, and the study's statistical population consisted solely of domestic tourists to Borujerd city. Expert judgments validated the research's validity, while Cronbach's alpha assessed its reliability. Through the resonance of the nature tourism destination brand and environmental education to tourists, as well as the resonance of the nature tourism brand on public environmental education, the research findings demonstrated that tourists experience has a positive and significant effect on environmental education.
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