The Effect of Tourists' Experiences on Environmental Education through the Resonance of Nature Tourism Destination Brand

Shirmohammadi, Yazdan; Yazdanpanah, Enayatullah; Yaaqoubi Por Fard, Afsane; Takallou, Fatemeh

doi:10.30473/ee.2023.66904.2614

The Effect of Tourists' Experiences on Environmental Education through the Resonance of Nature Tourism Destination Brand

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 Assistant Professor, Department of Persian Literature and Foreign Languages, Payame Noor University, Tehran, Iran

10.30473/ee.2023.66904.2614

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. 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.

Keywords

Main Subjects

Environmental Education

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