TOUR7022: Psychological Perspectives on Ecotourism and Tourist Behaviour

Resource 1:

Lin, S. W., Wang, K. F., & Chiu, Y. H. (2022). Effects of tourists’ psychological perceptions and travel choice behaviors on the nonmarket value of urban ecotourism during the COVID-19 pandemic-case study of the Maokong region in Taiwan. Cogent Social Sciences, 8(1), 2095109. https://doi.org/10.1080/23311886.2022.2095109

Key point:

Lin et al. (2022) mentioned that the psychological perceptions of the tourists during Covid-19 shaped their intention and increased their willingness to pay for ecotourism in urban areas. This shows how psychological factors such as behaviour and attitudes shape ecotourism choices of consumers.

Connecting argument:

This key point is relevant as it aligns with the psychological theory of planned behaviour, which claims that behaviour is shaped by intention, while intention is impacted by attitude, subjective norms and perceived behavioural control. Therefore, the key point mentioned by Lin et al. (2022), is relevant as it shows a deep connection between the consumers’ choice of ecotourism and the psychological factors such as intention, attitude and behaviour. Therefore, highlighting the role of psychological factors and its impact on eco-tourism can further influence sustainable tourism, and can also be helpful for turning less environment-friendly tourist destinations into eco-friendly spots.

Resource 2:

Lin, X., & Huang, D. (2021). The Effect of Psychological Factors and Ecotourism on Residents' Ecological Behavior in National Park in China. Polish Journal of Environmental Studies, 30(3). DOI: 10.15244/pjoes/127913

Key point:

The study by Lin and Huang (2021) explains that the satisfaction of eco-tourists is significantly influenced by their psychological aspects of environmental quality. These psychological perceptions of eco-tourists directly influence their intention and decision to revisit eco-friendly destinations.

Connecting argument:

This key point is also highly relevant as it resonates with the expectancy-disconfirmation theory, which talks about how the difference between consumer expectations and experience influence consumer satisfaction. This key point also resonates with the theory of planned behaviour, because all the three psychological factors (attitude, subjective norms and perceived behaviour control) positively influence the ecological intentions of people. This draws a need for future research on the understanding of psychological perceptions and drivers, to help countries ensure long-term sustainability. Not only this, but future research in this context can also strengthen local and government policies for eco-tourism which can positively impact the consumers and the environment as well. Therefore, this key point links psychological theories to ecotourism, which can significantly bridge the gap between practical policy and consumer actions.

Resource 3:

Batool, N., Wani, M. D., Shah, S. A., & Dada, Z. A. (2025). Tourists’ attitude and willingness to pay on conservation efforts: evidence from the west Himalayan eco-tourism sites. Environment, Development and Sustainability, 27(8), 18933–18951. DOI:10.1007/s10668-024-04679-2

Key point:

Batool et al. (2025) also mentioned that the willingness of tourists to pay for ecotourism services is strongly shaped by psychological factors such as attitudes, perceived behavioural control and social norms. The study shows how the conservation and protection of tourist destinations increase consumer willingness to pay for eco-tourism.

Connecting argument:

This key point also aligns with the theory of planned behaviour as all three psychological attributes were linked with consumers’ willingness to pay for eco-tourism. The key point is important as it shows a deep connection between psychology and ecotourism, and shows the strong impact of psychological factors on eco-tourism. Understanding consumers’ willingness to pay for ecotourism from psychological perspectives can bridge the gap between actual consumer action and environmental issues.

Selected Resource(s):

1. Lin, S. W., Wang, K. F., & Chiu, Y. H. (2022). Effects of tourists’ psychological perceptions and travel choice behaviors on the nonmarket value of urban ecotourism during the COVID-19 pandemic-case study of the Maokong region in Taiwan. Cogent Social Sciences, 8(1), 2095109. https://doi.org/10.1080/23311886.2022.2095109

2. Lin, X., & Huang, D. (2021). The Effect of Psychological Factors and Ecotourism on Residents' Ecological Behavior in National Park in China. Polish Journal of Environmental Studies, 30(3). DOI: 10.15244/pjoes/127913

3. Batool, N., Wani, M. D., Shah, S. A., & Dada, Z. A. (2025). Tourists’ attitude and willingness to pay on conservation efforts: evidence from the west Himalayan eco-tourism sites. Environment, Development and Sustainability, 27(8), 18933–18951. DOI:10.1007/s10668-024-04679-2