PSYCHOLOGICAL DETERMINANTS SHAPING BEHAVIORAL INTENTIONS FOR ECOTOURISM IN NATURE CONSERVATION AREAS

Abstract

Ecotourism in nature conservation areas has been growing in Vietnam. However, visitors’ psychological determinants remain insufficiently understood. This study investigates the psychological determinants shaping intentions for ecotourism in nature conservation areas, with a case study of the Can Gio Mangrove Biosphere Reserve. A web-based survey was conducted in March 2025 with 305 respondents living or working in Ho Chi Minh City. Structural equation modeling was applied to examine the hypothesized psychological determinants. The results identify six psychological determinants: “green daily routine,” “awareness of human impact on the environment and nature,” “awareness of conservation,” “attitude toward ecotourism,” “awareness of the benefits of ecotourism,” and “behavioral intentions to engage in ecotourism in nature conservation areas.” Among them, “green daily routine,” “awareness of human impact on environment and nature,” and “awareness of conservation” positively influence both “attitude toward ecotourism” and “awareness of the benefits of ecotourism.” “Attitude toward ecotourism” and “awareness of the benefits of ecotourism” positively contribute to “behavioral intentions to engage in ecotourism.” These findings provide useful insights for further analyses of ecotourism-related policies aimed at enhancing visitor engagement and promoting ecotourism in nature conservation areas.