Payame Noor University Journals of Environmental Education and Sustainable Development 2322-3057 12 3 2024 03 20 The Effect of Tourists' Experiences on Environmental Education through the Resonance of Nature Tourism Destination Brand The Effect of Tourists' Experiences on Environmental Education through the Resonance of Nature Tourism Destination Brand 61 77 10327 10.30473/ee.2023.66904.2614 FA Yazdan Shirmohammadi Associate Professor, Department of Business Administration, Payam Noor University, Tehran, Iran Enayatullah Yazdanpanah Assistant Professor, Department of Biology, Payam Noor University, Tehran, Iran 0000-0002-6437-0890 Afsane Yaaqoubi Por Fard Master of Tourism Management, Payam Noor University, Tehran, Iran Fatemeh Takallou Assistant Professor, Department of Persian Literature and Foreign Languages, Payame Noor University, Tehran, Iran Journal Article 2023 02 20 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. Tourists' knowledge of the environment can be heightened through travel and nature tourism. Their experiences in the environment influence their knowledge, attitudes, and behaviors regarding environmental issues. 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 sampling 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. 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. Tourists' knowledge of the environment can be heightened through travel and nature tourism. Their experiences in the environment influence their knowledge, attitudes, and behaviors regarding environmental issues. 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 sampling 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. https://ee.journals.pnu.ac.ir/article_10327_f6fb0b4586baa863c69525b3ad2191c5.pdf