Environmental Education and Perceived Eco-Innovativeness: A Farm Visitor Study

Abstract

This study aims to explore the influence of environmental education on perceived eco-innovativeness and behavioral intention in the context of farm tourism that embraces the concept of sustainability. It conducts a series of on-site surveys in a farm which supplies a variety of recreational activities along with environmental educational programs. The survey lasted for two-and-a-half months and resulted in 620 useful responses. To achieve the study aim/purpose/objective a theoretical model entailing environmental education, perceived innovativeness and behavioral intention is first constructed. Then structural equation modeling is performed. The study found that environmental education has both direct and indirect impacts on revisit intention and environmental education strongly influences guests’ perception of eco-innovativeness. However, perceived eco-innovativeness does not affect the revisit intentions. Implications and suggestions for future study are provided as concluding remarks.

Citation

Thongma, W., Lin, Y.-T., Leelapattana, W. and Cho, C.-C. (2017), "Environmental Education and Perceived Eco-Innovativeness: A Farm Visitor Study", Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 13), Emerald Publishing Limited, Leeds, pp. 99-110. https://doi.org/10.1108/S1745-354220170000013010