what is nature based tourism

What is nature tourism and why is it so popular?

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

Nature tourism is a fantastic type of tourism and it is on the rise! But what is it and why is it so popular? Read on to learn more…

What is nature tourism?

Why is nature tourism important, what is the difference between nature tourism and ecotourism, types of nature tourism, bird watching, scuba diving, scenic driving, bush walking, visiting parks, fishing , cycling , nature tours, nature tourism- further reading.

Nature tourism is all about visiting natural areas and is closed aligned with the concept of rural tourism . Places that nature tourists might visit include might include beaches, forests or national parks. Activities focus on the natural environment rather than visiting man-mad features; think stargazing and hiking, for example. There are locations right across the globe which are perfect for nature tourism.

The CBI (Centre for the Promotion of Imports from Developing Countries) in the Netherlands define nature tourism as follows:

Nature tourism, also called nature-based tourism, is tourism based on the natural attractions of an area. It consists of responsible travel to experience natural areas and their landscape, flora and fauna, protecting the environment and improving the quality of life of locals.

Nature tourism is important as it allows people to see and appreciate the beauty of our natural environment. Through this kind of tourism, we are able to escape the pollution and pressures of city life – it is good for our physical and mental wellbeing to be out in nature, breathing in fresh air and seeing lush greenery or sparkly blue seas. Nature tourism also encourages visitors to take an interest in the natural environment, which may then translate to them making a more conscious effort where environmental issues are concerned. With climate change being an ever-present and ongoing issue, this is definitely a good thing.

Following on from this, nature tourism gives land owners, local communities and local governments more reason to preserve and take care of natural areas. If they know people will come to visit, it is in their best interest to look after these places and is a great incentive for developing their sustainable tourism provision. Visiting tourists can do wonders for local community pride this way.

As with all tourism, nature tourism brings in money . This economic boost trickles down through a whole community; people need places to stay, and food to eat, and they want to buy souvenirs. Hikers may need to buy replacement walking boots, and weary explorers will always need somewhere to rest their heads at night. Jobs are created and economies are boosted through natural tourism, in the surrounding areas of the specific locations too.

Is nature tourism different from ecotourism? Put simply, yes. They are very similar, but ecotourism is perhaps a more specialised branch of nature tourism if we were looking to clearly define the difference in some way. Nature tourism is about visiting an area – responsibly, yes – rather than actively aiming to learn about the environment and participating in its protection. A nature tourist might visit a beach and admire its beauty, while an ecotourist might join in with a beach clean-up. The lines are blurred, of course, as they so often are when we try to differentiate between types of tourism .

There are different types of nature tourism. This is where we will see similarities with another kind of tourism: adventure tourism. You can read all about adventure tourism here if you’re interested! However, the similarity is that both can be split into two ‘types’: hard and soft.

Soft nature tourism might involve bird watching, visiting a beach to sunbathe, gentle walks through country parks and so on. Hard nature tourism is a bit more tough going: mountain climbing, bush walking and scuba diving, for example. Below I’ll go into some of these specific examples, so you can see how diverse nature tourism is!

Nature tourism examples

There are many examples of nature tourism to be found. Keep reading to see what they are, and whether they fall into the hard or soft category.

Bird watching is an example of soft nature tourism. People of all ages and abilities can do this, with or without a guide. You just need some background knowledge of bird species (or a book explaining them) and perhaps some binoculars. the Gambia is a hotspot for bird watching!

This is more of an example of hard nature tourism. It’s much more adventurous, and requires specialist equipment and a guide or a lot of training/experience. Head under the water to see what kind of nature is on display down there: coral, fish, shells and so much more. It’s subjective, but Barracuda Point in Malaysia is apparently the most beautiful place in the world to scuba dive… and I am a big fan of diving in Dahab , Egypt too!

This is another ‘soft’ activity in that it is low-risk and doesn’t require physical exertion. The North Coast 500 in Scotland is an example of a famous scenic drive – this is a great way to experience nature. From rolling hills to winding rivers, there is so much to see out of the window from the comfort of your car. Another fantastic example is the Kings Highway in Jordan , where you will see endless desert, canyons and incredible rock formations.

Camping is, again, an example of soft nature tourism. While it’s a little more ‘involved’ than scenic driving, for example, it is still relatively low risk and most of us are able to participate. Mount Cook National Park in New Zealand is said to be one of the most beautiful places in the world to camp, with its green landscapes and snowy mountain scenery. Climbing Mount Kilimanjaro gives you some fantastic camping opportunities too- just make sure you buy the best wild camping tent !

While controversial, hunting tourism is an example of nature tourism as it takes place in natural spaces. It is definitely one for the hard category, as you need special equipment to do so and it can obviously be quite dangerous if you don’t know what you’re doing. It is also often a discussion point for ethical tourism .

For the most part, this is a very safe activity and therefore falls into the soft category again. Guided tours are available in all of the very best stargazing locations, such as El Teide National Park in Tenerife, and it has even spawned its own branch of tourism. This is known as dark sky tourism, and there are many examples of activities that fall within this. They include stargazing, of course, alongside seeing the Northern Lights, watching an eclipse, astronomy tours and staying in accommodations that offer a clear view of the night sky such as glass domes.

This can be dangerous in that it is all about going off the beaten track, and walking through bushes/on rough ground. Therefore we can categorise this as hard nature tourism; it is something you would do when hiking, and gives you a bit of an adrenaline kick!

One of the easiest and most common forms of nature tourism is simply visiting a park. Whether this is a UK national park or your local green space at home, visiting a park is a definite example of this type of tourism. You’ll see birds, insects, flowers, trees, grass and more. Have a leisurely stroll, cycle through or sit and eat a picnic surrounded by nature.

Fishing falls in the middle of the soft and hard categories. You do need specialist equipment, but with most types of fishing there is little to no risk to life involved. But you need to be in nature – by or even on a lake or river – to do it, so it definitely counts as a form of nature tourism. People have obviously been fishing for years as a source of food gathering, but it is also a recreational hobby enjoyed by many.

This is another middle of the road activity. Kayaking can be dangerous, although it usually isn’t – you’ll often have a guide with you, and of course specialist equipment (the kayak) is required. It’s a really fun activity that many people enjoy!

You can visit a beach and simply do… nothing! This is still an example of nature tourism, as beaches are natural environments. Bali has some of the most beautiful beaches in the world, and tourists flock there to relax and soak up the sunshine. Beaches are also usually near to bars and restaurants, and you might find people doing beach yoga or watching the sunrise/sunset. Thailand even has all-night moonlight beach parties. They are versatile and beautiful locations!

Again, another activity that could be considered hard or soft. It depends where you go, really. A gentle bike ride along a specific cycle lane through a park is nothing like mountain biking in harsh terrains. It’s all about the level of ability you have and what risks you’re willing to take. But cycling is definitely a great way to get out and about in nature. It is also a low-cost and eco-friendly activity, which makes it a winner from many angles.

These tend to be a longer duration than many activities mentioned above, which you may do regularly but for a few hours at a time. Nature tours are days or even weeks-long trips, out into the wilderness with nature and wildlife experts. You might travel by air or train, or go on a cruise, and your guide will be on hand to point out every aspect of nature there is to see. These nature tours will take visitors to some of the most beautiful destinations on earth, such as trekking in Chiang Mai , Croatia, seeing the glaciers in Iceland and Alaska, and gazing at the best waterfalls in Finger Lakes . They’ll set you back a fair bit, but the memories you’ll make seeing bears and waterfalls and glorious sunsets will more than make up for it!

If you enjoyed this article, I am sure that you will love these too!

• Homestay tourism: What is a homestay?
• Cultural tourism explained: What, why and where
• Volunteer tourism: The reasons why people volunteer
• What is adventure tourism and why is it so big?
• Rural tourism explained: What, where and why

Liked this article? Click to share!

Nature Based Tourism

Nature Based Tourism: The experience involves and revolves around the area’s natural products and will include either or all of these animals, plants and human cultural variety. Certain principles that have to be included and made a part of the plan are: Geographic and Historical Education; Resource Use with Sustainability; Zero Environmental  Degradation; Adding to the Region’s Sustainable Development; Respectful of Local Societal and Cultural Norms; and Merging it with health business and tourism. 

The importance of nature based tourism for a destination can be multiple. Nature has a high stake in attracting tourists to a place. Tourism is not a single industry but is a multi dimensional. Often the studies have focuses don considering nature tourism with tourism activities done in nature areas, where the players are visitors and their experiences in a nature based environment or of nature itself. 

Often nature based tourism is confused with ecotourism or green tourism which is incorrect. Ecotourism is a higher version where travel is to fragile, protected and virgin areas where tourists are engaged in a way that they have minimal effect on natural-social and cultural fabric of the place. Thus Nature based tourism is a universal set where ecotourism is  a sub set. Ecotourism also takes note of the attitude of the visitor, visitor’s knowledge and defines how ecotourism should proceed nature based tourism is free from all these shackles. Nature is an inseparable part of elements of tourism and is one of the expectations of the visitor for any destination. 

Who is a nature based tourists and who is not is not an easy task to define as a tourist may be attracted because of nature at  a place but whether he/she will practice and indulge in nature based activities is questionable. Because of improper definitions even getting the size of the segment and collecting statistics, doing research is  a challenge faced by many.  One way such tourists can be recognized are the activities that the tourists undertake and the amount of involvement they do with the nature and the overnight stay aspect that can solve the definitional issue. But in such a scenario often outdoor recreationalists also comes in the segment of nature based tourists. 

Often the service providers for nature-based tourism are not properly segregated or classified. Often in economic terms also it is solely the activity that is counted rather than the accommodation, transportation and food services that they take. So we get a part of their economic effect. 

CATEGORIES OF NATURE BASED TOURISM / TOURISTS

Nature based tourism can be classified into many categories depending on the place, kid of activity, motivation or reason, and the type be it sustainable, organized or commercial. It provides ease in quantifying tourism and tourists on nature based basis and helps to produce concrete statistical results. Tourist classification can also produce nature based tourism segmentation.  Few studies recognize six kinds of nature-based tourists:

Committed Nature Tourists – these tourists are few in number who does not only admire nature but takes step to conserve it, they show action. 

Interested Nature Tourists- Such type of tourists shows a concern and interest in nature tourism but lacks a deep commitment towards the nature. 

Casual Nature Tourists – they are combining a vacation with a visit to the nature based areas. 

Nature Tourists- these tourists have certain very fixed cultural inklings. 

Sport or Adventure Tourists- These type of tourists are interested in sports or in involving in adventure in natural areas. 

Hunting And Fishing Tourists- For such type of tourist’s nature is just a ground for their activity and entertainment. 

DEMANDS FOR NATURE BASED TOURISM 

 Nature based tourism in its broadest of meanings is a part of ever-growing tourism industry. The quest of tourist for something new and not experienced before is what is giving rise to such a phenomenon. The understanding of the human role in global degradation an destruction is much clearer than before, thanks to all the researches that have been done and studies undertaken. The consumers too have awaken and so does tourists and have started asking for sustainable substitutes and sustainable products. Alternative tourism, which is a shift from mass tourism or an escape from mass tourism, is a result of this new consumer awakening in the tourism industry. The tourists will now like small scale tourism and will move in smaller groups. The tourist will avoid more crowded and busier tourists centers. The tourists tend to skip mass organized events and trips. They would seek more original, authentic, and more localized experiences and interactions. Nature based tourism in many ways provide a good option to Alternative Tourism Seekers. Such experiences are more readily available in countryside and rural environment and have less of tourism development. Yet sacrificing the amenities and services for tourism is not easy. 

Thus Nature Based Tourism is a global industry with economic and social importance both at local and global regions. Thus nature based tourism talks about the tourists experience and activities in nature while visiting the natural areas. 

CULTURAL ASPECT 

 Nature based tourism does not involve shunning out people. It includes culture as an inseparable part of culture. It respects people’s viewpoint and the interactions with them. Cultural tourism actually can exist with natural tourism and can even support or complement it. Cultures are not only objects but also way of life. Culture “is both traditional and creative and it has both ordinary common meaning (way of life) and unique individual meanings (art and learning)”. Natural tourism is interested with ordinary common meaning i.e., way of life. This has given way to the broadest classification nature based attractions and cultural attractions. These both can be written under one head, which is Recreational Tourism. 

There is a interdependence between cultural and natural tourism. Example can be ice fishing safaris; they are done in nature, have unique natural environment but has cultural element in it.

The three elements are important for tourist attraction — “the environment to observe, activities to participate and experiences to remember”. If environment here is nature then activities and experiences can be cultural too, proving the complementing relationship between the two. Rather a cultural element enhances the nature based tourism experience. 

DEVELOPMENT OF NATURE BASED Tourism PRODUCT

Products can be services too and especially this is true in the case of tourism. There has to be an element of differentiation to position a product, be it service product in the market. It is not about  high quality of a product but one need a good story behind the product too. This story should generate tourist involvement, deep connection and should move the tourists. The 6A’s of products have to be remembered 

• ATTRACTIONS
• ACCESSIBILITY transport to and inside the destination
• ACTIVITIES Tourists is out to do it.
• AMENITIES these are services including accommodation, food etc.
• AVAILABLE PACKAGES The bundling of various services. 
• ANCILLARY SERVICES Routine services not related to tourism. 

These have to be built and a story has to be created behind it. It should be services and much beyond it. Creating stories and enhancing the appeal of the product is a tough balance. Kotler’s model present the five stages and how higher customer value can be attained. 

First is the core benefit, is the service per se which the customer is buying egs snowmobile safari.  Second Stage the core benefits transform into Basic Product egs. Renting of snowmobile and the guide services.

Third is the Expected Product. The features and characteristics that a tourist expects from a product egs a modern snowmobile, polite guide and a fun ride. 

Fourth is the Augmented Product it should create a wow effect and exceed the expectations of the customer. Egs. The story behind the product and additional values. 

Fifth step is the Potential Product all the augmentations and transformations a product may face in the coming times. Noveau ways for product distinguishment and customer satisfaction are searched. 

Product development is an ongoing phenomenon and cannot be done in isolation. Market research and marketing are inseparable part of product development.  Value chain has to be kept in mind which is creation of more customer value. 

Stephen Smith presents a model which relates more closely to the Nature based Tourism. 

The First element in this is the PHYSICAL PLANT . This is crux of tourism product and in this case may be  a natural site, facilities, weather etc. It is physical which tourists want to witness. 

Second element is SERVICE. The physical part needs some sort of service to establish a link with the tourists. 

HOSPITALITY is the third element it is beyond great service quality but something extra. Hospitality define dthe way the task is being accomplished. Hospitality is comprehensive and less measurable.  FREEDOM OF CHOICE is the fourth element which refers to the choices or the options that customers needs to take for making it satisfactory. There can be surprises also. 

INVOLVEMENT here means complete engagement of the customer. These combinations of five elements in nature based tourism product can yield high quality and satisfying product. 

Product development is not easy the product should meet the needs of the target market deals with request and expectation of the target market and add customer value. 

SUSTAINABILITY ISSUES

Nature based tourism product development is incomplete without the issues of sustainability and the stakeholder’s participation.   Stakeholders are any cohort or a person who has a power to affect or get affected by attainment of organizational’s objective.Stakeholder and sustainability are related in the sense that sustainability is the responsible attitude towards stakeholder’s, the environment and the economy. Responsibilities can be of variety like legal, ethical and economic. There can be multiple stakeholders where emphasis has to be on communication, interaction, win-win solution finding processes, equity and equitable representation of stakeholders. 

Sustainability may look like a wastage of time but communicating with stakeholder’s for day to day operations and developments too create a strong base, results in environmental preservation and avoidance of negative attitude from different quarters. Overall it creates benefits. 

Nature and Wildlife  make India stands at the tenth position as a mega biodiversity country in the globe because of large variety of flora and fauna that exists. Its number is fourth in Asia. The Indian soil, land, climatic conditions, rainfall, temperatures and different seasons support the growth of natural areas. Southwest monsoons and also retreating monsoon elongate the rainy season. Approximately twenty two plus percentage of India’s total area is covered by the evergreen forests, which results in two per cent of the global forest cover. India has a variety in terms of vegetation and can be demarcated as Tropical rain Forests, Tropical Deciduous forests, Tropical thorn forests and shrubs, Mountain forests, Mangrove forests and Tropical rain Forests. There are commercial and non commercial trees growing in these regions. This abundance of food and cover helped wildlife to grow like elephants, lemurs, one-horned rhinoceros, deers, wild boars etc. The government is also ensuring steps to conserve this. There are fourteen defined biosphere reserves in the country. Botanical gardens are funded since the year 1992. There are various projects like project tiger, project rhino etc being run time to time. There are well defined national parks eighty nine in number, wildlife sanctuaries forty nine in number and many zoological gardens and wildlife conservations centres set up all over India.  

The Indian Natural Tourism Products have a variety of natural resources such as areas, climate, landscape and natural environment. These attract tourism to India. India’s natural tourism products are in a variety and can be classified as: 

• COUNTRYSIDE
• CLIMATE— Temperature, Sunny Days, Snowfall, Rains
• NATURAL BEAUTY — Mountains, Hills, Deserts, Gorges, Backwaters, Terrains etc. 
• WATER — Lakes, Rivers, Ponds, Springs, Waterfalls, Sea, Oceans
• FLORA and FAUNA 
• BEACHES — Rocky, Sand, White Sand etc.
• ISLANDS — Lakshadweep, Andaman, Nicobar etc. 
• SCENIC ATTRACTIONS

Natural resources hold importance for developing tourism in the country. Ecotourism trails have been introduced to conserve resources. Lakes, rivers, sanctuaries and adventure sport points have been demarcated for touristic activities. Attached to this is the five thousand old histories twined with the products to provide a boost to tourism. 

Indian weather variety adds to overall holiday experience. The population from the extreme climate areas of the globe move from one country to another.  Having winter warmth, winter sunshine,  is also nature’s benevolence. India has many upland cool areas which have been developed by the Britishers as “Hill Stations”. The mountains especially the mighty Himalayas, Vindhayas, Satpuras etc. Canyons, Coral reefs, Cliffs, Peaks are all attractions. Waterforms like canyons, geysers, lakes, waterfalls, backwaters of Kerala, Dal lake etc. attract tourists and provide recreational facilities. The forests of North Eastern states alongwith their wildlife attracts all. Trekking, rock climbing, wind surfing, scuba diving, mountaineering, canoeing and kayaking are sports that needs nature and India has abundance of places for its practice. Kerala with its serenity, greenery offers ayurvedic resorts and spas. Rishikesh, Haridwar etc. have become hub for spiritual and holistic retreats combing nature and wellness. Islands are full of flora and fauna. Thus islands are an ideal getaway for adventure, nature and cultural lovers. The topography of Islands is all encompassing and provide exotic flora and fauna as an add-on.

You may Interested in Spiritual Tourism

You might also like.

Medical Tourism in India

Social and Cultural Impact of Tourism

Tourism System

• Newsletters

Site search

• Israel-Hamas war
• Home Planet
• 2024 election
• Supreme Court
• All explainers
• Future Perfect

Filed under:

• Even Better

What is ecotourism? A guide on how to travel sustainably.

Immerse yourself in nature — with respect for the environment and the culture that supports it.

Share this story

• Share this on Facebook
• Share this on Twitter
• Share this on Reddit
• Share All sharing options

Share All sharing options for: What is ecotourism? A guide on how to travel sustainably.

If you love nature, you may have tried to plan a vacation where you get to be immersed in it. Maybe you’ve explored a coral reef or visited an elephant sanctuary, or you dream of doing so one day. These activities can fall under the umbrella of ecotourism — a kind of nature-based travel that aims to protect and empower the environment, animals, and local communities — when planning vacations.

Tourism is one of the fastest-growing industries in the world, accounting for 22 million new jobs last year , with a large part of that growth stemming from a post-lockdown itch for travel . As people return to packing as much stuff as humanly possible into a carry-on, ecotourism, too, will likely skyrocket to a market value of $299 billion by 2026 . In the last 10 years, travelers have become more environmentally conscious and socially responsible , looking for travel experiences that reflect their morals.

Still, the question for many well-meaning tourists remains: Is ethical ecotourism even possible?

There are a few things that complicate ecotourism’s narrative, like the carbon emissions produced by flights , or the challenges of ensuring that a significant degree of profits actually do go to local communities, protecting wildlife, and cultural heritage. Nature-based travel, too, can risk losing the plot, from sanctuaries that operate like petting zoos to the development of tropical coasts into even the most nature-forward resorts.

“It really boils down to an attitude, and an ethic about how we approach the natural world,” says David Fennell , a geography and tourism studies professor at Brock University in Ontario, Canada, and editor-in-chief of the Journal of Ecotourism . “Just by virtue of going to a national park doesn’t mean you’re an ecotourist, you have to have that attitude. And you have to tap into that ethic about what is important [to] not just yourself as a tourist, but about conservation and animal welfare.”

As a tourist, choosing where to go is an important decision, one that can help or hurt the environment and communities where you are visiting. There are some situations that are too good to be truly as effective as they claim, and accreditations, though helpful, may not tell the whole story. Understandably, trying to figure out what’s best for the environment, for communities, and for yourself can be overwhelming. It may be that ecotourism is a state of mind rather than a destination. Here are some ways to think about your next adventure to ensure your ethics align.

What actually is ecotourism?

An alternative to mass tourism — or when thousands of people visit a destination day in and day out ( think the resort-ification of Ibiza , in which people partied so hard that legislation was passed in 2022 to change the destination’s wasteful image) — ecotourism is meant to get you off the beaten trail and into a mindset of reciprocity with the site you are visiting.

As with many sustainability-oriented services, ecotourism got its start in the ’70s. It officially became a dictionary entry in 1982 , where it is defined as supporting conservation efforts, especially in often threatened natural environments. Since then though, the definition and intent have evolved to include bolstering local communities.

In the literature on ecotourism, travel can be distinguished into “hard paths” and “soft paths,” based on how many aspects of your trip follow the ethical north star of ecotourism and how demanding the trip will be of you. For example, if your trip features a strong environmental commitment and will be physically active, you’re likely on the hard path of ecotourism. If your trip is aimed at physical comfort with only a moderate nod to environmental commitment, you may be on a soft path. But taking it as an ethos means you can be an ecotourist anywhere, especially locally.

You might be wondering if a hike on a busy trail or swimming with manatees is ecotourism. Although both of those examples are nature-based tourism as they interface with the natural world, they’re not necessarily ecotourism, since both of these activities can put these destinations at risk if done in excess. Hiking a spot to death or droves of tourists putting Florida’s manatees at risk put pressure on the ecology of those places. In the 1980s, mass tourism began to wreck some of the world’s most sensitive ecosystems, such as the Riviera Maya in Mexico, where near-constant development has led to local forests being cleared .

Wildlife tourism runs the gamut from cruel breeding and hunting of lions to we-really-shouldn’t-have-cetaceans-in-captivity dolphin shows to cool , ethical birdwatching. Ecotourism including wildlife can be ethical as long as the animals you are engaging with are not manipulated or not free to disengage in interaction with tourists. “Anytime you have an animal that’s held in a captive environment, that you’re manipulating, the animal is not free to disengage that interaction, based on its own will,” says Fennell.

If you’re interested in going on adventures that are a little more sport-oriented, such as kayaking or diving, then this might be also considered nature-based tourism, since activities like climbing, sailing, camping, and snorkeling are less directly connected to ecological benefits. An example of nature tourism would be surfing lessons off Australia’s Coffs coast : You’re in nature having fun, but vibes are about all you’re contributing to the scene.

Ecotourism also has an educational component: You’re meant to learn about nature, culture, and threats to the area you’re in. Paul Rosolie — founder and Wildlife Director of Junglekeepers , a program that uses donations and tourist money to buy tracts of the Amazon along the Las Piedras River, in the Madre de Dios region of Peru — highlighted how ecotourism has brought people to the front lines of conservation.

“This is the edge of human presence on this planet,” Rosolie said via voice memo deep in the Amazon. “The battle is playing out between the progress of roads and development and the last places where there are untouched ecosystems, Indigenous communities, communities of species yet to be discovered. You get to see incredibly pristine, pure wilderness where a few people have managed to make a living.”

Ecotourism should encourage ethical considerations, like respect for the environment and host communities. For example, ecotourism aims to be biocentric , meaning that the interest of the living beings you are hoping to protect is prioritized over your own drive for pleasure. There is also the risk of too much tourism causing gentrification and raising prices for locals — see what’s currently happening in Mexico City , or consider the (fictional, but still germane) plot of HBO’s The White Lotus . Ecotourism aims to reverse the exploitative relationships between tourists and locals.

Lastly, ecotourism should strive for sustainability. In the case of Junglekeepers , which offers base station visits and ranger-accompanied hikes to tourists, this means extending employment to former loggers in their ranger program. The Sheldrick Wildlife Trust, where there are six ecolodges for tourists to book, has anti-poaching teams who work with the Kenya Wildlife Service to stop illegal poaching for ivory, bushmeat, and logging.

The tricky questions around ecotourism

Just because ecotourism might have a broader application these days, it doesn’t necessarily mean all travel qualifies, especially since there are slews of companies and organizations attempting to make a quick buck off a catchy buzzword. Unfortunately, it’s hard to sift the wheat from the chaff. As ecotourism as a concept grows more and more popular, some experiences and excursions may not necessarily meet the intentions lined up above.

Tourism can be rife with greenwashing : vague and unsupported claims, and exaggerations about how much good a given entity is doing, like hotels highlighting their donations to ecological causes, but underpaying their staff . Some excursions put Indigenous peoples in precarious situations , and some force animals to perform or be ridden or petted in a forced and unnatural manner .

Milo Putnam — founder of Laro Ethical Wildlife Travels , a service that helps people plan eco-travel — warns, “Don’t be tricked by misused greenwashing buzzwords like ‘rescue,’ ‘sanctuary,’ or ‘eco-park.’ Companies know that tourists like these terms, which to these companies can mean more profits, even if it isn’t true. These terms are meaningless if not backed by actual ethical practices. Instead, look further to see if they are certified or accredited by a trusted organization.” (More on this below.)

Additionally, Fennell believes the most ethical ecotourists — the traveler and any organizations involved — should keep animals off the menu. Ecotourism’s biocentric approach should lead us to widen our moral consideration of animals and to care not only for charismatic megafauna like lions and elephants, but also for all creatures that make ecosystems function. “The global food system — mainly animal agriculture — is the primary driver of biodiversity loss ,” Putnam added. “Choosing a more plant-based diet has a positive impact on wildlife around the world.”

How to choose where to go

Certifications may give a clue to how well a given destination is achieving ecotourism goals, but they may not always exist.

Putnam has compiled a tip list for planning animal-based adventures and points to the Global Federation of Animal Sanctuaries as a resource. The federation checks in to ensure that no captive breeding is taking place, that tourists do not have direct contact with wildlife, and that animals have appropriate housing and veterinary care.

There is no universal ecotourism certification, but the Global Sustainable Tourism Council has compiled a list of certifications around the world that emphasize the four “C’s”: conservation, community, culture, and commerce. These certifications are a good place to start and they cover Asia, Europe, Africa, North and South America, and Australia.

The land down under is at the top when it comes to vetting their tourism options. Australia’s ecotourism industry has some of the most sophisticated certifications including nature tourism, ecotourism, and advanced ecotourism . In this certification system, outback safari glamping in Karijini National Park counts as ecotourism, because it supports Indigenous peoples as it is owned and operated by the Gumala Aboriginal Corporation , which represents the interests of the Banjima, Yinhawangka, and Nyiyaparli peoples in Western Australia.

Everyone I spoke to underscored the importance of selecting an ethical destination for travel because the money you spend as a tourist can have a positive impact rather than an ambiguous impact or even detrimental effect on the places you’re visiting. As Rosolie puts it, “Finding the right place to go as a traveler is a very powerful decision to people who are devoting their whole lives to protecting a place.”

How to travel now

• Respectful Tourism
• Solo Travel
• Flight Advice
• The “Perfect” Vacation

Will you support Vox today?

We believe that everyone deserves to understand the world that they live in. That kind of knowledge helps create better citizens, neighbors, friends, parents, and stewards of this planet. Producing deeply researched, explanatory journalism takes resources. You can support this mission by making a financial gift to Vox today. Will you join us?

We accept credit card, Apple Pay, and Google Pay. You can also contribute via

• Tips for being a responsible, respectful traveler
• How (and why) to travel alone
• What flight attendants wish all travelers knew
• How to visit Disney World without losing your mind
• You’re going on vacation. What should you do with your pet?
• Passport wait times are up. Here’s what you need to get one.
• Your flight was canceled. Now what?
• One secret to cheap travel? Pet sitting.
• American trains aren’t great — but you should still take them anyway
• Stop trying to have the perfect vacation. You’re ruining everyone else’s.
• Traveling with a baby? Here’s what you need.
• The weirdly common, very expensive travel scam you should avoid
• How RVs get their swoops
• How museum gift shops decide what to sell
• Why the US has two different highway fonts
• What I learned from taking a train across the US
• Why Americans love big cars
• How cruise ships got so big
• How airplane legroom got so tight

Sign up for the newsletter Today, Explained

Understand the world with a daily explainer plus the most compelling stories of the day.

Thanks for signing up!

Check your inbox for a welcome email.

Oops. Something went wrong. Please enter a valid email and try again.

Growing Wildlife-Based Tourism Sustainably: A New Report and Q&A

Copyright: Sanjayda, Shutterstock.com

STORY HIGHLIGHTS

• While wildlife and biodiversity are increasingly threatened by habitat loss, poaching, and a lack of funding for protection, nature-based tourism is on the rise and could help provide solutions for these issues.
• The publication Supporting Sustainable Livelihoods through Wildlife Tourism highlights successful wildlife tourism programs in seven countries in Africa and Asia that can be used as models to promote conservation and boost economies.
• World Bank lead economist Richard Damania answers questions on the drivers, innovations and challenges for wildlife tourism, and why the World Bank Group and governments should support sustainable tourism strategies.

Wildlife tourism is a powerful tool countries can leverage to grow and diversify their economies while protecting their biodiversity and meeting several Sustainable Development Goals. It is also a way to engage tourists in wildlife conservation and inject money into local communities living closest to wildlife. Success stories and lessons learned from nature-based tourism are emerging from across the globe.

“Here is a way of squaring the circle: provide jobs and save the environment,” said World Bank lead economist Richard Damania, who has extensive experience in understanding the link between tourism and the economy . In 2016, travel and tourism contributed $7.6 trillion, or 10.2%, to total GDP, and the industry provided jobs to one in 10 people, according to the World Travel & Tourism Council .

While nature-based tourism, which includes wildlife tourism, has been expanding rapidly in the last decade or so due to increased demand and opportunities, wildlife and biodiversity are increasingly threatened by habitat loss, poaching, and a lack of funding for protection.

Which is why more than ever countries need to look to concrete examples of well-planned, sustainably-run tourism operations that have led to increased investments in protected areas and reserves, a reduction in poaching, an increase in the non-consumptive value of wildlife through viewing , and opportunities for rural communities to improve their livelihoods through tourism-related jobs, revenue-sharing arrangements, and co-management of natural resources.

A recently-released publication— Supporting Sustainable Livelihoods through Wildlife Tourism —developed by the World Bank Group and the Global Wildlife Program , funded by the Global Environment Facility , showcases sustainable wildlife tourism models that can be applied to developing countries, and offers solutions and case studies to bring insight into this sector as a mechanism for inclusive poverty reduction and global conservation.

The Global Wildlife Program spoke with Damania to learn more about the growth, challenges, and innovations in wildlife-based tourism.

Copyright: Wandel Guides, Shutterstock.com

Why should the World Bank support conservation endeavors, and how does wildlife tourism help support our mission?

Enlightened self-interest is one obvious reason why we need to promote wildlife tourism.  It provides the most obvious way to reconcile the interests of nature with the imperative for development and growth. Tourism simultaneously creates jobs while, when done well, protects natural habitats.

Prudence and precaution are another reason why investments in nature-based tourism ought to be promoted. The science of “ planetary boundaries ” warns us that many fragile natural environments and ecosystems are reaching their limits and in some cases, the hypothesized safe boundaries have been crossed. Further damage will imply that we lose important ecosystem services such as watershed and soil protection with damaging consequences for development.

But, in my mind, perhaps the most important reason is humanity’s moral and ethical imperative as stewards of global ecosystems. Simply because humanity has the ability to destroy or convert ecosystems and drive species to extinction does not make it ethically justifiable. There needs to be an ethical balance and that is where ecotourism comes in. We need jobs and economic growth, but here is a way to get jobs and growth in ways that meet our moral and ethical obligation.

What have been the drivers behind a burgeoning nature-based/wildlife-based tourism sector?  

I think there are two things that drive it: as habitats diminish there is more scarcity and their value goes up. Everyone wants to see the last remaining habitats of wild gorillas for instance, or the few remaining wild tigers in India. In sum scarcity confers economic value. 

Another force driving demand is the internet and rising lifestyles—you can learn about animals and habitats you might not have known existed, and more people have the ability to visit them. So, you have supply diminishing on one hand, and demand rising on the other hand which creates an opportunity for economic progress together with conservation.

What is your advice to governments and others who are developing or expanding on a nature or wildlife-based tourism strategy?

Tourism benefits need to be shared better . There is a lack of balance with too many tourists in some places, and none elsewhere. Some destinations face gross overcrowding, such as South Africa’s Krueger National Park or the Masai Mara in Kenya where you have tourists looking at other tourists, instead of at lions. We need to be able to distribute the demand for tourists more equally. The Bank has a role to play in developing the right kind of tourism infrastructure.

Those living closest to nature and wildlife must also benefit .   The local inhabitants that live in the national parks or at their periphery are usually extremely poor. Having tourism operations that can benefit them is extremely important for social corporate reasons, but also for sustainability reasons. If the benefits of tourism flow to the local communities, they will value the parks much more.

We also need to be mindful of   wildlife corridors . We know that dispersion and migration are fundamental biological determinants of species survival. Closed systems where animals cannot move to breed are not sustainable in the long run. As we break off the corridors because of infrastructure and increasing human populations we are putting the ecosystems on life support.

There are some who believe we can manage these closed ecosystems, but it takes an immense amount of self assurance in science to suggest this with confidence, and it is unclear that one can manage ecosystems that we do not adequately understand. A measure of caution and humility is needed when we are stretching the bounds of what is known to science.

What are some of the innovative partnerships that are helping the wildlife-based tourism businesses in developing countries? 

One very successful model that has combined wildlife conservation and management and community benefits and welfare is the  Ruaha Carnivore Project  in Tanzania, part of Oxford University’s Wildlife Conservation Research Unite ( WildCRU ). They use a payment for ecosystem services (PES) scheme and do all the right things.

Another example are the community conservancies in Namibia. The community manages the land for wildlife and there are a variety of profit sharing commercial tourism arrangements—although not everything always works fairly or perfectly. Incentives matter deeply and communities need to be guided and need technical assistance in setting up commercial arrangements.

The Bank needs to understand these better and find ways of scaling those up. The IFC has a very good role to play here as well. 

To learn more and to explore numerous examples of community involvement in wildlife tourism from Botswana, India, Kenya, Malawi, Namibia, South Africa and Uganda, read the report  Supporting Sustainable Livelihoods through Wildlife Tourism   or find a one-page fact sheet here .

The Global Wildlife Program (GWP) is led by the World Bank and funded by a $131 million grant from the Global Environment Facility (GEF). The program is working with 19 countries across Africa and Asia to promote wildlife conservation and sustainable development by combatting illicit trafficking in wildlife, and investing in wildlife-based tourism. 

• Full Report: Supporting Sustainable Livelihoods through Wildlife Tourism
• Fact Sheet on Key Messages
• Report: Twenty Reasons Sustainable Tourism Counts for Development
• Report: Women and Tourism: Designing for Inclusion
• Blog: Africa can Benefit from Nature-based Tourism in a Sustainable Manner
• Feature: Ramping up Nature-Based Tourism to Protect Biodiversity and Boost Livelihoods
• Website: Global Wildlife Program
• Website: Environment
• Website: Competitiveness
• Global Environment Facility

What Is Ecotourism? Definition, Examples, and Pros and Cons

• Chapman University
• Sustainable Fashion
• Art & Media

Ecotourism Definition and Principles

Pros and cons.

• Examples of Ecotourism
• Frequently Asked Questions

Ecotourism is about more than simply visiting natural attractions or natural places; it’s about doing so in a responsible and sustainable manner. The term itself refers to traveling to natural areas with a focus on environmental conservation. The goal is to educate tourists about conservation efforts while offering them the chance to explore nature.

Ecotourism has benefited destinations like Madagascar, Ecuador, Kenya, and Costa Rica, and has helped provide economic growth in some of the world’s most impoverished communities. The global ecotourism market produced $92.2 billion in 2019 and is forecasted to generate $103.8 billion by 2027.

A conservationist by the name of Hector Ceballos-Lascurain is often credited with the first definition of ecotourism in 1987, that is, “tourism that consists in travelling to relatively undisturbed or uncontaminated natural areas with the specific object of studying, admiring and enjoying the scenery and its wild plants and animals, as well as any existing cultural manifestations (both past and present) found in these areas.”

The International Ecotourism Society (TIES), a non-profit organization dedicated to the development of ecotourism since 1990, defines ecotourism as “responsible travel to natural areas that conserves the environment, sustains the well-being of the local people, and involves interpretation and education [both in its staff and its guests].”

The International Union for Conservation of Nature (IUCN) looks at ecotourism as a significant tool for conservation, though it shouldn’t be seen as a fix-all when it comes to conservation challenges:

“There may be some areas that are just not appropriate for ecotourism development and some businesses that just won’t work in the larger tourism market. That is why it is so important to understand the basics of developing and running a successful business, to ensure that your business idea is viable and will be profitable, allowing it to most effectively benefit the surrounding environment and communities.”

Marketing an ecosystem, species, or landscape towards ecotourists helps create value, and that value can help raise funds to protect and conserve those natural resources.

Sustainable ecotourism should be guided by three core principles: conservation, communities, and education.

Conservation

Conservation is arguably the most important component of ecotourism because it should offer long-term, sustainable solutions to enhancing and protecting biodiversity and nature. This is typically achieved through economic incentives paid by tourists seeking a nature-based experience, but can also come from the tourism organizations themselves, research, or direct environmental conservation efforts.

Communities

Ecotourism should increase employment opportunities and empower local communities, helping in the fight against global social issues like poverty and achieving sustainable development.

Interpretation

One of the most overlooked aspects of ecotourism is the education component. Yes, we all want to see these beautiful, natural places, but it also pays to learn about them. Increasing awareness about environmental issues and promoting a greater understanding and appreciation for nature is arguably just as important as conservation.

As one of the fastest growing sectors of the tourism industry, there are bound to be some downsides to ecotourism. Whenever humans interact with animals or even with the environment, it risks the chance of human-wildlife conflict or other negative effects; if done so with respect and responsibility in mind, however, ecotourism can reap enormous benefits to protected areas.

As an industry that relies heavily on the presentation of eco-friendly components to attract customers, ecotourism has the inevitable potential as a vessel for greenwashing. Part of planning a trip rooted in ecotourism is doing research to ensure that an organization is truly providing substantial benefits to the environment rather than exploiting it.

Ecotourism Can Provide Sustainable Income for Local Communities

Sustainably managed ecotourism can support poverty alleviation by providing employment for local communities, which can offer them alternative means of livelihood outside of unsustainable ones (such as poaching).

Research published in Proceedings of the National Academy of Sciences found that communities in regions surrounding conservation areas in Costa Rica had poverty rates that were 16% lower than in areas that weren’t near protected parks. These protected areas didn’t just benefit from conservation funds due to ecotourism, but also helped to reduce poverty as well.

It Protects Natural Ecosystems

Ecotourism offers unique travel experiences focusing on nature and education, with an emphasis on sustainability and highlighting threatened or endangered species. It combines conservation with local communities and sustainable travel , highlighting principles (and operations) that minimize negative impacts and expose visitors to unique ecosystems and natural areas. When managed correctly, ecotourism can benefit both the traveler and the environment, since the money that goes into ecotourism often goes directly towards protecting the natural areas they visit.

Each year, researchers release findings on how tourist presence affects wildlife, sometimes with varying results. A study measuring levels of the stress hormone cortisol in wild habituated Malaysian orangutans found that the animals were not chronically stressed by the presence of ecotourists. The orangutans lived in the Lower Kinabatangan Wildlife Sanctuary, where a local community-managed organization operates while maintaining strict guidelines to protect them.

Ecotourism May Also Hurt Those Same Natural Ecosystems

Somewhat ironically, sometimes ecotourism can hurt ecosystems just as much as it can help. Another study in the journal Trends in Ecology and Evolution found that ecotourism can alter animal behaviors in ways that put them at risk. If the presence of humans changes the way animals behave, those changes may make them more vulnerable by influencing their reaction to predators or poachers.

It's not just the animals who are at risk. As ecotourism activities become too popular, it can lead to the construction of new infrastructure to accommodate more visitors. Similarly, more crowds mean more pressure on local resources, increased pollution, and a higher chance of damaging the soil and plant quality through erosion. On the social side, these activities may displace Indigenous groups or local communities from their native lands, preventing them from benefiting from the economic opportunities of tourism.

Ecotourism Offers the Opportunity to Experience Nature

Renown conservationist Jane Goodall has a famous quote: “Only if we understand, will we care. Only if we care, will we help. Only if we help, shall all be saved.” It can be difficult to understand something that we haven’t seen with our own eyes, and ecotourism gives travelers the opportunity to gain new experiences in natural areas while learning about the issues they face. 

Ecotourism also educates children about nature, potentially creating new generations of nature lovers that could someday become conservationists themselves. Even adult visitors may learn new ways to improve their ecological footprints .

EXAMPLES OF ECOTOURISM

The East African country has some competitive advantages over its neighbors thanks to its rich natural resources, paired with the fact that it has allocated over 25% of its total area to wildlife national parks and protected areas. Because of this, an estimated 90% of tourists visit to Tanzania seeking out ecotourism activities. Ecotourism, in turn, supports 400,000 jobs and accounts for 17.2% of the national GDP, earning about $1 billion each year as its leading economic sector.

Some of Tanzania’s biggest highlights include the Serengeti, Mount Kilimanjaro , and Zanzibar, though the country still often goes overlooked by American tourists. Visitors can take a walking safari tour in the famous Ngorongoro Conservation area, for example, with fees going to support the local Maasai community.

The country is also known for its chimpanzees , and there are several ecotourism opportunities in Gombe National Park that go directly towards protecting chimpanzee habitats.

Galapagos Islands

It comes as no surprise that the place first made famous by legendary naturalist Charles Darwin would go on to become one of the most sought-after ecotourism destinations on Earth, the Galapagos Islands .

The Directorate of the Galapagos National Park and the Ecuadorian Ministry of Tourism require tour providers to conserve water and energy, recycle waste, source locally produced goods, hire local employees with a fair wage, and offer employees additional training. A total of 97% of the land area on the Galapagos is part of the official national park, and all of its 330 islands have been divided into zones that are either completely free of human impact, protected restoration areas, or reduced impact zones adjacent to tourist-friendly areas.

Local authorities still have to be on their toes, however, since UNESCO lists increased tourism as one of the main threats facing the Galapagos today. The bulk of funding for the conservation and management of the archipelago comes from a combination of governmental institutions and entry fees paid by tourists.

Costa Rica is well-known throughout the world for its emphasis on nature-based tourism, from its numerous animal sanctuaries to its plethora of national parks and reserves. Programs like its “Ecological Blue Flag” program help inform tourists of beaches that have maintained a strict set of eco-friendly criteria.

The country’s forest cover went from 26% in 1983 to over 52% in 2021 thanks to the government’s decision to create more protected areas and promote ecotourism in the country . Now, over a quarter of its total land area is zoned as protected territory.

Costa Rica welcomes 1.7 million travelers per year, and most of them come to experience the country’s vibrant wildlife and diverse ecosystems. Its numerous biological reserves and protected parks hold some of the most extraordinary biodiversity on Earth, so the country takes special care to keep environmental conservation high on its list of priorities. 

New Zealand

In 2019, tourism generated $16.2 billion, or 5.8% of the GDP, in New Zealand. That same year, 8.4% of its citizens were employed in the tourism industry, and tourists generated $3.8 billion in tax revenue.

The country offers a vast number of ecotourism experiences, from animal sanctuaries to natural wildlife on land, sea, and even natural caves. New Zealand’s South Pacific environment, full of sights like glaciers and volcanic landscapes, is actually quite fragile, so the government puts a lot of effort into keeping it safe.

Tongariro National Park, for example, is the oldest national park in the country, and has been named by UNESCO as one of only 28 mixed cultural and natural World Heritage Sites. Its diverse volcanic landscapes and the cultural heritage of the indigenous Maori tribes within the create the perfect combination of community, education, and conservation.

How to Be a Responsible Ecotourist

• Ensure that the organizations you hire provide financial contributions to benefit conservation and find out where your money is going.
• Ask about specific steps the organization takes to protect the environment where they operate, such as recycling or promoting sustainable policies.
• Find out if they include the local community in their activities, such as hiring local guides, giving back, or through initiatives to empower the community.
• Make sure there are educational elements to the program. Does the organization take steps to respect the destination’s culture as well as its biodiversity?
• See if your organization is connected to a non-profit or charity like the International Ecotourism Society .
• Understand that wildlife interactions should be non-invasive and avoid negative impacts on the animals.

Ecotourism activities typically involve visiting and enjoying a natural place without disturbing the landscape or its inhabitants. This might involve going for a hike on a forest trail, mountain biking, surfing, bird watching, camping, or forest bathing . 

Traveling in a way that minimizes carbon emissions, like taking a train or bike instead of flying, may also be part of an ecotourism trip. Because these modes of travel tend to be slower, they may be appreciated as enjoyable and relaxing ecotourism activities.

The Wolf Conservation Center ’s programing in New York State is an example of ecotourism. This non-profit organization is dedicated to the preservation of endangered wolf species. It hosts educational sessions that allow visitors to observe wolves from a safe distance. These programs help to fund the nonprofit organization’s conservation and wildlife rehabilitation efforts.

Stonehouse, Bernard. " Ecotourism ." Environmental Geology: Encyclopedia of Earth Science , 1999, doi:10.1007/1-4020-4494-1_101

" What is Ecotourism? " The International Ecotourism Society .

" Tourism ." International Union for Conservation of Nature .

https://doi.org/10.1073/pnas.1307712111

https://doi.org/10.1371/journal.pone.0033357

https://doi.org/10.1016/j.tree.2015.09.010

https://doi.org/10.5897/JHMT2016.0207

" Galapagos Islands ." UNESCO .

" About Costa Rica ." Embassy of Costa Rica in Washington DC .

https://www.stats.govt.nz/information-releases/tourism-satellite-account-2019

• Costa Rica’s Keys to Success as a Sustainable Tourism Pioneer
• What Is Sustainable Tourism and Why Is It Important?
• What Is Community-Based Tourism? Definition and Popular Destinations
• How to Be a Sustainable Traveler: 18 Tips
• What Is Overtourism and Why Is It Such a Big Problem?
• Defeating Deforestation Through Rum, Chocolate, and Ecotourism
• Empowering Communities to Protect Their Ecosystems
• Best of Green Awards 2021: Sustainable Travel
• Why Bonobos Are Endangered and What We Can Do
• Why Are National Parks Important? Environmental, Social, and Economic Benefits
• IUCN President Tackles Biodiversity, Climate Change
• The World’s Smallest Tiger Is Inching Towards Extinction
• Ecuador Expands Protected Galapagos Marine Reserve by More Than 23,000 Square Miles
• What Is Voluntourism? Does It Help or Harm Communities?
• Regenerative Travel: What It Is and How It's Outperforming Sustainable Tourism
• New Zealand Aims to Become World's Largest 'Dark Sky Nation'

Loading metrics

Open Access

Peer-reviewed

Research Article

A Global Perspective on Trends in Nature-Based Tourism

* E-mail: [email protected]

Affiliation Department of Zoology, University of Cambridge, Cambridge, United Kingdom

Affiliation Conservation Science Program, World Wildlife Fund–US, Washington, DC, United States of America

Current address: United Nations Environment Programme World Conservation Monitoring Centre, Cambridge, United Kingdom

Affiliation Fauna and Flora International, Cambridge, United Kingdom

• Andrew Balmford, 
• James Beresford, 
• Jonathan Green, 
• Robin Naidoo, 
• Matt Walpole, 
• Andrea Manica

• Published: June 30, 2009
• https://doi.org/10.1371/journal.pbio.1000144
• Reader Comments

Reports of rapid growth in nature-based tourism and recreation add significant weight to the economic case for biodiversity conservation but seem to contradict widely voiced concerns that people are becoming increasingly isolated from nature. This apparent paradox has been highlighted by a recent study showing that on a per capita basis, visits to natural areas in the United States and Japan have declined over the last two decades. These results have been cited as evidence of “a fundamental and pervasive shift away from nature-based recreation”—but how widespread is this phenomenon? We address this question by looking at temporal trends in visitor numbers at 280 protected areas (PAs) from 20 countries. This more geographically representative dataset shows that while PA visitation (whether measured as total or per capita visit numbers) is indeed declining in the United States and Japan, it is generally increasing elsewhere. Total visit numbers are growing in 15 of the 20 countries for which we could get data, with the median national rate of change unrelated to the national rate of population growth but negatively associated with wealth. Reasons for this reversal of growth in the richest countries are difficult to pin down with existing data, but the pattern is mirrored by trends in international tourist arrivals as a whole and so may not necessarily be caused by disaffection with nature. Irrespective of the explanation, it is clear that despite important downturns in some countries, nature-related tourism is far from declining everywhere, and may still have considerable potential both to generate funds for conservation and to shape people's attitudes to the environment.

Author Summary

Nature-based tourism is frequently described as one of the fastest growing sectors of the world's largest industry, and a very important justification for conservation. However, a recent, high profile report has interpreted declining visit rates to US and Japanese national parks as evidence of a pervasive shift away from nature tourism. Here we use the largest database so far compiled on trends in visits to Protected Areas around the world to resolve this apparent paradox. We find that, while visit rates—measured in two different ways—are indeed declining in some wealthy countries, in roughly three-quarters of the nations where data are available, visits to Protected Areas are increasing. Internationally, rates of growth in the number of visits to such areas show a clear negative association with per capita income, which interestingly is matched by trends in foreign arrivals as a whole. Our results therefore suggest that, despite worrying local downturns, nature-related tourism is far from declining everywhere, and may still have considerable potential to generate funds for conservation and engage people with the environment.

Citation: Balmford A, Beresford J, Green J, Naidoo R, Walpole M, Manica A (2009) A Global Perspective on Trends in Nature-Based Tourism. PLoS Biol 7(6): e1000144. https://doi.org/10.1371/journal.pbio.1000144

Academic Editor: Walt V. Reid, The David and Lucile Packard Foundation, United States of America

Received: February 9, 2009; Accepted: May 20, 2009; Published: June 30, 2009

Copyright: © 2009 Balmford et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Funding: This work was supported by a grant from the Natural Capital Project, through The Nature Conservancy. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.

Competing interests: The authors have declared that no competing interests exist.

Abbreviations: GDP, gross domestic product; PA, protected area; PPP, purchasing power parity

Introduction

Across southern Africa, nature-based tourism reportedly now generates roughly the same revenue as farming, forestry, and fisheries combined [1] . Worldwide, tourism as a whole has been estimated to account for roughly 10% of gross domestic product (GDP) [2] , with wildlife viewing and outdoor recreation (much of it centred on protected areas [PAs]) reportedly making up one of its fastest growing sectors [3] – [5] . Though statistics like these are rarely supported by detailed data, they underpin widespread recognition that nature-based tourism is an important ecosystem service [6] , capable of generating substantial resources for both conservation and local economic development [3] , [7] , [8] . This is particularly significant given that PAs are under increasing pressure to provide economic justification for their existence [9] – [12] .

This positive perspective stands in sharp contrast to growing concerns about an emerging disconnect between people and their natural environments. Increasing urbanisation and the rise of sedentary, indoor pastimes (such as television, the Internet, and video games) have been linked to a reduction in informal, outdoor recreation (Pyle's “Extinction of Experience” [13] ), with potentially serious consequences for childhood development, mental and physical wellbeing, and environmental knowledge and concern [14] – [21] . Many see this as a major challenge for biodiversity conservation [13] , [14] , [21] , [22] : if people no longer experience and know their natural environments, how can they be expected to care about them?

These worries have been further fuelled by a recent and widely publicised paper examining trends in 16 measures of outdoor recreation (14 from the United States, plus one each from Japan and Spain [23] ). This analysis showed that, expressed per head of population, visits to natural areas in the United States and Japan (as well as participation in duck-hunting and fishing in the United States, but not hiking, camping, or other hunting) have declined since the late 1980s (though for contrasting US figures, see [24] ). From these per capita trends the authors conclude there has been “…a fundamental and pervasive shift away from nature-based recreation” [23; see also 21,25]. However, the paper produced no evidence of declines outside the United States and Japan (and per capita national park attendance in Spain, the only other country sampled, has not declined), raising the possibility that the reported shift may not be universal.

To date, lack of data has meant no study has looked at trends in nature-based tourism across more than a handful of countries. Here, we use newly compiled information on visitor numbers to 280 PAs in 20 countries (Australia, Canada, Chile, China, Ecuador, Ghana, India, Indonesia, Japan, Korea, Madagascar, Peru, Philippines, Rwanda, South Africa, Sri Lanka, Tanzania, Uganda, UK, United States) between 1992 and 2006 to explore the generality of the United States and Japan results and to understand the apparent mismatch with the claim that globally, nature-based tourism is on the rise. Importantly, because we are interested in trends in nature tourism as a whole as well as individual interest in nature, we analyse changes in both total visit numbers and visit numbers corrected for national population size. The latter are a better reflection of per capita interest in a country's PAs [23] , but the former are a more sensible proxy for trends in the overall benefit derived from nature tourism as an ecosystem service.

Our analysis of standardised rates of change in PA visit numbers provides limited support for the previously reported declines in nature-based activities in the United States. Using total visit numbers, only 14 out of 51 US PAs for which we could get data showed significant decreases in visit number (at p <0.05), while 11 exhibited significant increases. Adjusting for changes in national population size, the number of US PAs experiencing significant declines rose to 27 and the number with increasing attendance fell to just 6. Clearly, the decline in per capita visitation to US PAs we could sample is real, but arises largely because absolute attendance has been almost static despite a growing national population. In Japan, the only PA for which we had data showed a nonsignificant decline in visits, whether expressed in terms of total or per capita visit numbers.

More interestingly, these weak declines in two countries are far from globally typical: instead, visitor trends show marked geographical variation. When we pooled standardised rates of change within continents, rather than being negative we found that trends in total visit numbers were not significantly different from zero in North America or Australasia, and were on average positive in Africa, Europe, Asia, and Latin America ( Figure 1A ; F 5,274  = 10.2, p <0.001; in post hoc tests only Australasia and North America had rates of changes not significantly different from zero at p <0.05). There was similar broad-scale variation when we compared trends in per capita visit numbers across continents ( Figure 1B : F 5,274  = 10.4, p <0.001, with significant positive trends again everywhere apart from Australasia and North America).

• PPT PowerPoint slide
• PNG larger image
• TIFF original image

(A) Changes in total visit number; (B) changes in per capita visit number.

https://doi.org/10.1371/journal.pbio.1000144.g001

These patterns of spatial heterogeneity were confirmed when data were analysed by country ( Table S1 ). Total visit numbers to PAs on average grew in 15 out of the 20 countries sampled and fell in four (with Uganda showing no change). Even allowing for population growth, per capita visit numbers rose in 14 countries (with Uganda and Australia added to the list of countries showing falling visitation). The only country we sampled outside the Organisation for Economic and Co-Operation Development (OECD) with consistently falling PA visitation was Indonesia.

National rates of change are closely associated with wealth. In contrast to the United States and Japan, poorer countries typically had increasing numbers of PA visits, with median standardised rates of growth in total visit numbers showing a clear negative relationship with per capita GDP ( Figure 2A ; regression weighted by number of PAs sampled per country: adjusted r 2  = 0.52, n  = 20 countries, F 1,18  = 21.8, p <0.001). This result was not due to correlated variation in population growth, because the negative link with rising wealth held when visit numbers were adjusted for changes in population size ( Figure 2B ; weighted regression of median standardised rates of change in per capita visit numbers against per capita GDP: adjusted r 2  = 0.43, n  = 20, F 1,18  = 15.5, P <0.001). As a further check for any confounding effects of population growth, we compared changes in total visit numbers with national population growth rates, but found no association between the two ( Figure S1 ; weighted regression: adjusted r 2  = 0.07, n  = 20, F 1,18  = 2.6, NS). The tendency for PA visitation to be increasing in poorer countries appears to be independent of population growth.

https://doi.org/10.1371/journal.pbio.1000144.g002

Our dataset on PA visits has far broader geographical coverage than any others we are aware of, yet yielded no evidence to support the idea of a consistent global decline in nature-based recreation. Instead it appears that falling visitation is mostly restricted to a few well-off countries. When we adjusted visit numbers for population growth to examine individual participation in nature recreation we were able to replicate previously reported declines in per capita visit number in the United States and Japan [23] , but also found that in most other countries population-adjusted visit numbers have been increasing.

These patterns were more marked when we looked at trends in PA visitation as a whole, using total numbers of PA visits. We found these are growing on four out of six continents and in 15 of the 20 countries for which we could get data. These changes in average visit rates are quite well predicted by wealth, but are unrelated to national population growth—confirming the finding from the per capita analysis that it is not the case that visitation is increasing simply where populations are growing rapidly. Instead, it appears that PA visitation is generally growing, but at a progressively lower rate (eventually falling below zero) with rising affluence.

We do not have a ready explanation for this negative link between visit growth and wealth, and believe this will be hard to unravel from correlational analyses alone. It could be related to the emergence of “videophilia” [20] , or to other aspects of growing urbanisation or increasingly sedentary lifestyles [14] – [19] , [21] . These ideas are plausible, but direct evidence for them is sparse. Given that very many potential drivers co-vary with one another and with time, causality may be difficult to establish until more detailed data become available, or an experimental approach is adopted.

One nonexclusive alternative explanation for the patterns of changing PA visitation that we see could be that many formal protected areas in richer countries are becoming increasingly crowded and thus less attractive to nature enthusiasts (J. du Toit, personal correspondence). Overcrowding and the perception of overcrowding have been noted as a concern of visitors to many larger US National Parks for over a decade [26] , [27] . If would-be visitors are instead switching to less publicised sites where visitors are not counted, overall visit rates to natural areas in these countries could be stable or even growing, yet still recorded as declining.

One other explanation for the pattern we see could be that there is a shift in preference away from domestic destinations as nature-focused tourists become wealthier and alternative wildlife attractions in less costly developing countries become more accessible [28] , [29] . Strikingly, the patterns we uncovered for PA visitor trends are echoed by those for international tourism more generally: standardised national rates of change in all foreign arrivals (from [30] ) co-vary positively with median changes in total and per capita PA visit numbers (for total visit numbers, Figure 3A ; regression weighted as in Fig. 2A , r 2  = 0.34, n  = 19 countries excluding Rwanda, for which no arrival information was available: F 1,17  = 10.2, p <0.01; for per capita visit numbers, Figure 3B ; weighted regression: r 2  = 0.25, n  = 19, F 1,17  = 7.0, p <0.05). Changes in foreign arrivals also show a negative relationship with per capita GDP ( Figure S2 ; r 2  = 0.29, n  = 19, F 1,17  = 8.2, p  = 0.01), falling to zero growth in the United States. These results suggest that trends in nature-based recreation might be less driven by attitudes to nature per se and more to do with how rising wealth and the emergence of new destinations influence the dynamics of recreation as a whole [31] , [32] . To resolve this, more data would be needed than we were able to obtain on the nationalities and motivations of visitors to individual PAs.

https://doi.org/10.1371/journal.pbio.1000144.g003

Regardless of the underlying drivers, our analyses indicate that it is premature to conclude that PA visit data indicate a general and pervasive shift away from nature tourism. This is apparently occurring in a few developed countries, where it is worrying, and where it certainly demands more attention. But in contrast, in most developing countries visits to protected areas are growing at rates that mirror general increases in tourism and travel—in many cases by more than 4%/y ( Figure 2A ). This is especially significant for conservation, given that, unlike other nonconsumptive uses of ecosystems, nature-based tourism produces tangible financial flows that can, if carefully developed, be of direct benefit to local decision-makers [7] – [9] , [33] , [34] .

Tourism can often provide a strong incentive for protection in biodiversity-rich areas [8] , and formal designation of such sites can raise their profile and influence tourism visitation [35] . However, increasing visitor numbers alone is no guarantee that tourism revenues will be reinvested in conservation [36] . Equally, recording visitor numbers does not equate with the much less common practices of monitoring or managing tourism impacts [37] . International nature tourism raises other important worries—about CO 2 emissions, about its vulnerability to changing fashions, about disturbance to wildlife and nearby people, and about how far its revenues filter down to local communities [24] , [34] , [38] – [41] . Nature-based tourism is only likely to be sustainable under certain conditions of effective planning, management, and local participation [7] , [42] – [44] . However, to the extent that these concerns can be addressed, our results argue that far from having a diminishing role, nature-based recreation has the potential in many parts of the world to make a growing contribution to both conservation and sustainable development.

Materials and Methods

Somewhat surprisingly, there is no global database or consistent set of national statistics summarising trends in nature-based tourism. Instead, like previous authors [23] we infer changes in the sector as a whole from visits to PAs. We compiled information on annual visitor numbers to terrestrial PAs (including any listed in [45] ). PA visits are among the most frequent forms of nature-based recreation recorded in the United States [23] , and we suggest they are likely to account for an even greater proportion of nature recreation in other countries, where alternatives are less developed. We collected data from as many sources as possible: the grey and published literature, personal contacts, and especially the World Wide Web. The methods used to record visitors were rarely reported in detail, but varied widely, including dedicated studies, gate receipts, and traffic counts [46] . There are also likely to be biases in some datasets, with corruption, for example, perhaps leading to systematic under- (and in some cases, maybe over-) reporting of visitor numbers [47] . These problems may confound estimation of absolute visitor numbers, but will have less impact on within-PA changes in visitor numbers over time, and so here we used all available information.

In total we were able to collate ≥6 y of data (between 1992 and 2006) for 280 PAs from 20 countries. We then expressed visitation trends at each PA in two ways—using total visit number, as a measure of the overall tourism benefit provided by the PA; and (as in [23] ) using visit number divided by national population size in that year (from [30] ), as a measure of per capita use of the PA. For PAs with large numbers of nondomestic visitors, tracking per capita use by dividing by national population size is imperfect (and data on visitor origins are too patchy for any more sophisticated adjustment by population size). However, data we obtained for 190 PAs (many lacking time series information and so excluded from our core analysis) indicate that, for all except one continent, a mean of >70% of visitors are nationals, so that errors caused through adjusting by national population size are relatively limited. The exception is Africa, where on average only ∼30% visitors are nationals. For this continent, adjustment by national population growth (which is also generally higher than elsewhere) is probably excessive and so negatively biases estimates of trends in per capita visit rates.

For each PA we next performed linear regressions of total visit number and per capita visit number on year, and derived standardised measures of rates of change (ranging from +1 to −1) as (slope/maximum total [or per capita] visit number predicted by the regression during the 15-y range). We explored geographical variation in trends in our two measures of visit numbers by calculating median standardised rates of change across continents, and across countries ( Table S1 ). We compared the latter with per capita GDP adjusted for purchasing power parity (PPP) (for 2005, from [30] ), using linear regression weighted by the number of PAs sampled in each country. As an additional check to see whether our results for total visit number were confounded by changes in national population size, we performed an equivalent weighted regression of national median change in total visit number versus annual population growth (for 1990–2006, from [30] ). Last, to see whether our findings were specific to nature-related tourism, we also obtained data on trends in all foreign arrivals between 1995 and 2005 (again from [30] ), and compared standardised national rates of change (calculated in the same way as for PA visits) with per capita GDP and with median standardised rates of change in total visit numbers.

Supporting Information

Median national rates of change in total numbers of PA visits in relation to annual population growth (1990–2006); the number of PAs sampled per country is reflected in point size.

https://doi.org/10.1371/journal.pbio.1000144.s001

(0.53 MB EPS)

Standardised annual change in foreign arrivals (1995–2005) in relation to per capita GDP (in 2005), adjusted for PPP; solid line represents the best model, dashed lines represent ±1 standard error (SE).

https://doi.org/10.1371/journal.pbio.1000144.s002

(0.58 MB EPS)

National values of annual rates of change in total and per capita visits to PAs, per capita GDP, number of PAs sampled, and annual rates of change in foreign arrivals.

https://doi.org/10.1371/journal.pbio.1000144.s003

(0.05 MB DOC)

Acknowledgments

We are very grateful to Abishek Behl, Graham Burton, Janet Cochrane, Ian Craigie, Phil Dearden, Dubiure Umaru Farouk, Richard Jenkins, Afan Jones, Chris Kirkby, N. Aldrin D. Mallari, Heather McNiff, Julia Ohl, Maria Otero, Lydia Napitupulu, Joep Stevens, Claudia Townsend, and others for providing visitation data; Emily Adams for retrieving socioeconomic information; and Ralf Buckley, Peter Kareiva, Agi Kiss, and Johan du Toit for commenting on previous versions of this paper.

Author Contributions

The author(s) have made the following declarations about their contributions: Conceived and designed the experiments: AB RN MW AM. Performed the experiments: AB JB JG RN MW AM. Analyzed the data: AB JB JG AM. Wrote the paper: AB RN AM. Obtained grant: AB.

• 1. Scholes RJ, Biggs R (2004) Ecosystem services in southern Africa: a regional perspective. Pretoria: Council for Scientific and Industrial Research.
• 2. World Travel and Tourism Council (2007) The global travel and tourism summit. London: World Travel and Tourism Council.
• View Article
• Google Scholar
• 4. Mastny L (2001) Treading lightly: new paths for international tourism. Washington: Worldwatch Institute.
• 5. Davenport L, Brockelman WY, Wright PC, Ruf K, Rubio del Valle FB (2002) Ecotourism tools for parks. In: Terborgh J, van Schaik C, Davenport L, Rao M, editors. Making parks work. Washington (D.C.): Island Press. pp. 279–306.
• 6. Millennium Ecosystem Assessment (2005) Ecosystems and human wellbeing: biodiversity synthesis. Washington (D.C.): World Resources Institute.
• 7. Boo E (1990) Ecotourism: the potentials and pitfalls. Washington (D.C.): World Wildlife Fund.
• 9. Ceballos-Lascurain H (1996) Tourism, ecotourism and protected areas. Gland (Switzerland): International Union for Conservation of Nature.
• 14. Pyle R (1993) Thunder tree: lessons from a secondhand landscape. New York: Houghton Mifflin.
• 15. Nabhan GP, Trimble S (1994) The geography of childhood: why children need wild places. Boston: Beacon Press.
• 17. Kahn PH, Kellert SR, editors. (2002) Children and nature. Cambridge (Massachusetts): MIT Press.
• 18. Barnes S (2007) How to be wild. London: Short Books.
• 19. Louv R (2005) Last child in the woods. Chapel Hill (North Carolina): Algonquin.
• 28. Ceballos-Lascurain H (1993) Ecotourism: a guide for planners and managers. Lindberg K, Hawkins DE, editors. North Bennington (Vermont): The Ecotourism Society. pp. 1–3.
• 29. Prosser R (1994) Societal change and the growth in alternative tourism. In: Cater E, Lowman G, editors. Ecotourism, a sustainable option? Chichester (U.K.): John Wiley. pp. 19–37.
• 30. World Bank (2008) World development indicators 2008. Washington (D.C.): World Bank Publications.
• 32. World Tourism Organization/Organisation Mondiale du Tourisme (2002) Tourism and poverty alleviation. Madrid: World Tourism Organization.
• 34. Walpole MJ, Thouless CR (2005) Increasing the value of wildlife through non-consumptive use? Deconstructing the myths of ecotourism and community-based tourism in the tropics. In: Woodroffe R, Thirgood S, Rabinowitz A, editors. People and wildlife: conflict or coexistence? Cambridge: Cambridge University Press. pp. 122–139.
• 39. Butynski TM, Kalima J (1998) Gorilla tourism: a critical look. In: Milner-Gulland EJ, Mace R, editors. Conservation of biological resources. Oxford: Blackwell Science. pp. 294–313.
• 45. World Conservation Union and United Nations Environment Programme-World Conservation Monitoring Centre (2007) World database on protected areas, version 2007. Cambridge: United Nations Environment Programme-World Conservation Monitoring Centre.
• 47. Cochrane J (2003) Ecotourism, conservation and sustainability: a case study of Bromo Tengger Semeru National Park, Indonesia. [Unpublished PhD thesis]. Hull (U.K.): University of Hull.

Nature-Based Tourism

Cite this chapter.

• Caroline Kuenzi 4 &
• Jeff McNeely 5  

Part of the book series: International Risk Governance Council Bookseries ((IRGC,volume 1))

4562 Accesses

39 Citations

Tourism is the largest industry in the world according to figures on employment and expenditures. Over 800 million people, the equivalent of roughly 12% of the world's population, travel internationally each year — with many more travelling within their countries of residence. Airlines, the hotel and restaurant business, and outdoor equipment manufacturers and vendors are among the supplier industries that are highly dependent on a successful tourism sector. Tourism furthermore relies on and provides income to national infrastructures such as airports, rail systems, road networks, electric power systems, agricultural production, and water supply systems. On a more personal dimension, travelling provides individuals with the opportunity to escape temporarily from the humdrum of every-day life, to experience the novel or unknown and, possibly, to make a long-time ‘dream come true’. ‘Discovering the world’ arguably figures amongst the top life goals for many people in developed countries. Consequently, the tourism sector as a whole seems to be fairly resilient to disruptions from economic downturns, political crises, extreme weather events, or even natural disasters (UNWTO press release of 24 January 2006).

The fastest growing element of tourism is ‘nature-based’ tourism, often involving excursions to national parks and wilderness areas, to developing countries where a large portion of the world's biodiversity is concentrated (Olson et al. 2001: 936; WWF 2001; Christ et al. 2003: 5). It may also include an ‘adventure tourism’ element that may carry physical risks. More and more people are living an urban life and the amenities and conveniences that come with globalisation increasingly lead to a near complete disconnect from nature: the living creatures behind the neat slices of fish and meat that we consume or behind the clothes that keep us warm are no longer visible to us; the seasonality of fruit and vegetables virtually has ceased to exist; and the furniture in our homes is impossible to picture as the trees from which it came. Yet at the same time we may have more intimate insight into the mystery of a giant sequoia, the hibernating habits of a grizzly bear or the hatching behaviour of a hummingbird than our rural ancestors could ever hope to have had - insights that are brought to us in breathtaking close-up pictures via the many media channels that cater daily to our information needs. For many people, ‘getting back in touch with nature’ thus provides the ultimately different holiday experience. Indeed, from snow-covered mountains to earth-coloured savannas teeming with exotic wildlife, lush rain forests, vast desert landscapes and pristine coastal strips offering spectacular bird and marine life, the opportunities for immersing oneself in nature seem countless.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Compact, lightweight edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info
• Durable hardcover edition

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Unable to display preview.  Download preview PDF.

Australian Museum, 2003, Sydney Mammals Database, Easter Quoll, Retrieved on February 12, 2007.

Google Scholar  

Blamey, R.K., 2003, Principles of ecotourism, in: D.B. Weaver (ed.), The Encyclopedia of Eco-tourism ,Cabi Publishing, Wollingford, UK.

Buckley, R. (ed.), 2004, Environmental Impacts of Ecotourism ,Cabi Publishing, Wollingford, UK.

Ceballos-Lascurain, H., 1996, Tourism, Ecotourism and Protected Areas ,IUCN, Gland, Switzerland.

Christ, C. et al., 2003, Tourism and Biodiversity — Mapping Tourism's Global Footprint ,Conservation International, Washington (available at http://www.unep.org/PDF/Tourism_and_biodiversity_report.pdf ).

Cole, D.N., 2004, Impacts of hiking and camping on soils and vegetation: A review, in: R. Buckley (ed.), Environmental Impacts of Ecotourism ,Cabi Publishing, Wollingford, UK.

Cooney, R., 2004, The Precautionary Principle in Biodiversity Conservation and Natural Resource Management: An Issues Paper for Policy-Makers, Researchers and Practitioners ,IUCN, Gland, Switzerland.

Eagles, P., McCool, S. and Hains, CD., 2002, Sustainable Tourism in Protected Areas; Guidelines for Planning and Management ,IUCN, Gland, Switzerland.

Green, R. and Giese, M., 2004, Negative effects of wildlife tourism on wildlife, in: K. Higginbot- tom (ed.), Wildlife Tourism: Impact, Management and Planning ,Common Ground Publishing, Altona, Victoria, Australia.

Higginbottom, K. (ed.), 2004, Wildlife Tourism: Impact, Management and Planning ,Common Ground Publishing, Altona, Victoria, Australia.

Higginbottom, K. and Tribe, A., 2004, Contributions of wildlife tourism to conservation, in: K. Higginbottom (ed.), Wildlife Tourism: Impact, Management and Planning ,Common Ground Publishing, Altona, Victoria, Australia.

Huey, R.B. and Eguskitza, X., 2000, Supplemental oxygen and mountaineer death rates on Everest and K2, Journal of the American Medical Association 284 (2), 181.

Article   Google Scholar  

Krakauer, J., 1997, Into Thin Air: A Personal Account of the Mount Everest Disaster ,Villard, New York.

Lischke, V et al., 2001, Mountaineering accidents in the European Alps: Have the numbers increased in recent years?, Wilderness and Environmental Medicine 12 (2), 74–80

Littlefair, C.J., 2004, Reducing impacts through interpretation, Lamington National Park, in R. Buckley (ed.), Environmental Impacts of Ecotourism ,Cabi Publishing, Wollingford, UK.

Lynam, A., 2006, Sustainable Nature-Based Tourism ,published on the website of the Tourism Authority of Thailand at http://www.tatnews.org/conservation/1927.asp , accessed on 30 June 2006.

McNeely, J. (ed.), 2005, Friends for Life. New Partners in Support of Protected Areas ,IUCN, Gland, Switzerland.

Newsome, D., Dowling, R.K., and Moore, S.A., 2005, Wildlife Tourism ,Aspects of Tourism: 24, Channel View Publications, Clevedon, Buffalo, Toronto.

Olson, D. et al., 2001, Terrestrial ecoregions of the world: A new map of life on earth, BioScience 51 (11), 933–938 (available at http://www.worldwildlife.org/science/pubs/bioscience.pdf ).

Renn, O., 2005, Risk Governance — Towards an Integrative Approach ,IRGC White Paper No. 1, IRGC, Geneva, Switzerland.

Simmons, D.G. and Becken, S., 2004, The cost of getting there: Impacts of travel to ecotourism destinations, in: R. Buckley (ed.), Environmental Impacts of Ecotourism ,Cabi Publishing, Wollingford, UK.

Swingland, I.R. (ed.), 2002, Capturing Carbon and Conserving Biodiversity ,The Royal Society, London.

Tapper, R., 2006, Wildlife Watching and Tourism , Study on the benefits and risks of a fast growing tourism activity and its impacts on species, published by the United Nations Environment Programme (UNEP) and the Secretariat of the Convention on the Conservation of Migratory Species of Wild Animals (CMS), Bonn, Germany.

Tiger in the Forest: Sustainable Nature-Based Tourism in Southeast Asia , March 2003 Symposium, organised by the American Museum of Natural History's Center for Biodiversity and Conservation in collaboration with the Wildlife Conservation Society and World Wildlife Fund — online at http://cbc.amnh.org/symposia/archives/tigerintheforest/ (site accessed on 30 May 2005) .

UNEP, 2005, Making Tourism more Sustainable — A Guide for Policy Makers , UNEP, Paris.

UNWTO, 1995, Concepts, Definitions, and Classifications for Tourism Statistics , Technical Manual No. 1, UNWTO, Madrid.

UNWTO, 2005, Tourism Highlights — 2005 Edition , Summary Information Brochure, UNWTO, Madrid.

UNWTO, 2006, International Tourism up by 5.5% to 808 Million Arrivals in 2005 , Press Release of 26 April 2006 (available at http://www.world-tourism.org/facts/menu.html ).

Valentine, P. and Birtles, A., 2004, Wildlife watching, in K. Higginbottom (ed.), Wildlife Tourism: Impact, Management and Planning , Common Ground Publishing, Altona, Victoria, Australia.

Wilson, M.E., 2002, Ecotourism — Unforeseen effects on health, in: A. Aguirre et al. (eds.), Conservation Medicine: Ecological Health in Practice , Oxford University Press, New York.

WWF, 2001, Global 200 Ecoregions , Map, WWF, Washington (online accessible at http://www.nationalgeographic.com/wildworld/global.html ).

Download references

Author information

Authors and affiliations.

IRGC, Geneva, Switzerland

Caroline Kuenzi

IUCN, the World Conservation Union, Gland, Switzerland

Jeff McNeely

You can also search for this author in PubMed   Google Scholar

Editor information

Editors and affiliations.

University of Stuttgart and DIALOGIK, gGmbH, Stuttgart, Germany

Ortwin Renn

Katherine D. Walker

Rights and permissions

Reprints and permissions

Copyright information

© 2008 Springer

About this chapter

Kuenzi, C., McNeely, J. (2008). Nature-Based Tourism. In: Renn, O., Walker, K.D. (eds) Global Risk Governance. International Risk Governance Council Bookseries, vol 1. Springer, Dordrecht. https://doi.org/10.1007/978-1-4020-6799-0_8

Download citation

DOI : https://doi.org/10.1007/978-1-4020-6799-0_8

Publisher Name : Springer, Dordrecht

Print ISBN : 978-1-4020-6798-3

Online ISBN : 978-1-4020-6799-0

eBook Packages : Engineering Engineering (R0)

Share this chapter

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

• Press Releases
• Press Enquiries
• Travel Hub / Blog
• Brand Resources
• Newsletter Sign Up
• Global Summit
• Hosting a Summit
• Upcoming Events
• Previous Events
• Event Photography
• Event Enquiries
• Our Members
• Our Associates Community
• Membership Benefits
• Enquire About Membership
• Sponsors & Partners
• Insights & Publications
• WTTC Research Hub
• Economic Impact
• Knowledge Partners
• Data Enquiries
• Hotel Sustainability Basics
• Community Conscious Travel
• SafeTravels Stamp Application
• SafeTravels: Global Protocols & Stamp
• Security & Travel Facilitation
• Sustainable Growth
• Women Empowerment
• Destination Spotlight - SLO CAL
• Vision For Nature Positive Travel and Tourism
• Governments
• Consumer Travel Blog
• ONEin330Million Campaign
• Reunite Campaign

Join our global community and support our Vision for Nature Positive Travel & Tourism

The Nature Positive Vision for Travel & Tourism aspires to a future in which the industry has adopted a Nature Positive approach by 2030: integrating biodiversity safeguards and reducing impacts throughout operations and value chains while also undertaking actions to protect and restore nature. It also encourages Travel & Tourism to support and inspire governments, business, and society to implement the Global Biodiversity Framework and help transform humanity’s relationship with the natural world. 

If you would like to support the Vision for Nature Positive Travel & Tourism, please choose I Support from the Vision dropdown.

Please read the  WTTC Privacy Policy I agree to be contacted by WTTC in the future in relation to this and other initiatives, content and events WTTC deems related.

Why become a Guardian of Nature   

Travel & Tourism is intrinsically linked to nature and uniquely positioned to protect and restore biodiversity. 

According to the World Economic Forum, loss of biodiversity/ecosystem collapse is now considered one of the three most severe risks facing the world over the next ten years. 

Nature-based tourism generates annual revenues of over US$600 billion, supporting millions of jobs and providing opportunities for countries to grow and diversify their economies while protecting their biodiversity and natural heritage.  

Nature Positive Vision and Commitments

The journey so far

Last year, we launched the Nature Positive Travel & Tourism report and toolbox, closely followed by the Nature Positive Vision for Travel & Tourism. Over 150 tourism businesses, destinations, and civil society representatives registered their support, ensuring our sector was represented at the UN Biodiversity Conference (COP15) in December. Together, we showed that Travel & Tourism companies can be “Guardians of Nature”.

COP15 also saw the adoption of the Global Biodiversity Framework. Hailed as the ‘Paris Agreement for nature’. This calls on governments to implement stringent regulations for corporate biodiversity assessment, monitoring and reporting. Our Nature Positive Travel & Tourism report and toolbox provide the guidance and resource to help travel businesses respond to this call to action.

Working with our partners, ANIMONDIAL, we have joined the UNWTO, the Sustainable Hospitality Alliance and others to integrate the “Nature Positive” approach throughout our sector. In 2023, we will continue to support Travel & Tourism providers to measure their impact on nature, adopt biodiversity safeguards, and seize opportunities to act. This community is still growing, and we invite more organisations to join us through signing up to our Vision.

REPORT DOWNLOAD

Nature positive travel & tourism travelling in harmony with nature.

To realise the actions required to deliver on this Vision for Travel & Tourism, please consult the World Travel & Tourism Council (WTTC) publication “Nature Positive Travel & Tourism: Travelling in Harmony with Nature”. Together with the Toolbox, it aims to help Travel & Tourism stakeholders understand and act on the urgent need to protect biodiversity and restore nature.

Get the Report

The Toolbox

Nature Positive Travel & Tourism in Action

Our new report on "Nature Positive Travel & Tourism in Action" provides insights, guidance and a wide range of case studies to inspire and empower businesses to identify and reduce impacts on nature and invest in protecting and restoring biodiversity.

Nature Positive Travel & Tourism

Latest news

Cross-sector consultation held to define nature positive tourism actions.

From July to September 2023, in preparation for its first joint publication (Nature Positive Travel & Tourism in Action, 2023) the Nature Positive Tourism Partnership and ANIMONDIAL hosted a cross-sector consultation of leading businesses, academia, civil society and policymakers to help guide Travel & Tourism in the transition to a nature-positive future.

The World Travel & Tourism Council Announce Collaboration with UNWTO and Sustainable Hospitality Alliance at COP15

Press Release

COP15 Outcomes

5 ways you can make your next trip Nature Positive

An eco-adventure through Puerto Rico

From bioluminescent bays to its soaring rainforest, Puerto Rico offers an abundance of natural treasures. The country is home to unique wildlife, all part of an intricate ecosystem that is as beautiful as it is fragile. Rest assured, there are ways to venture through all this in ways that can preserve, protect and nourish what you leave behind.

In collaboration with

Supported by

View all Supporters

• Share full article

Advertisement

Supported by

How to Travel the World While Putting Nature First

In the wake of the U.N. biodiversity conference, Julia Simpson, the head of the World Travel and Tourism Council, discusses a new initiative called nature positive travel.

By Elaine Glusac

Before the recent United Nations Biodiversity Co­nference in Montreal, the World Travel and Tourism Council , a nonprofit organization of travel businesses, issued a report on “nature positive travel,” a new term that describes travel that supports and protects nature.

Julia Simpson, the president and chief executive of the W.T.T.C., called the report “a big shout-out for nature.”

Alarmingly, the report notes that one in four species worldwide faces the threat of extinction (as assessed by the International Union for the Conservation of Nature ), and that species abundance, the number of individuals of each species in a particular location, has fallen 68 percent since 1970, according to the World Wildlife Fund . To combat these declines, the report, which has been endorsed by the Secretariat of the U.N. Biodiversity Conference and the World Commission on Protected Areas , offers recommendations that include raising awareness of the importance of biodiversity among travelers; auditing travel companies and those that supply them for their impact on nature; collaborating with local communities as guardians of nature; and investing in species protection and habitat reconstruction.

While the W.T.T.C. has already published a road map to net-zero carbon emissions for the travel industry by 2050, Ms. Simpson calls nature positive tourism “a practical guide for our industry” to protect nature and encourage biodiversity while awaiting more powerful solutions to decarbonize travel, particularly aviation.

She recently answered questions on nature positive travel. The following are excerpts from the interview, edited for length and clarity.

What is the purpose of nature positive tourism?

As we’re seeing the devastating effects of climate change on our world, with horrendous fires and floods and tornadoes, everybody’s more and more aware of what we can do to lessen the impact. Earlier this year, we published the net zero road map for travel and tourism to reduce our impact in terms of carbon emissions by 50 percent by 2030. Biodiversity is the flip side of that. With nature positive tourism, we’re looking to protect and rebuild nature.

Eighty percent of all travel involves the traveler going into some form of nature. It could be a beach, it could be mangroves, it could be skiing, it could be mountaineering. We used to talk about leaving a lighter footprint. But now I think people actually want to have a positive footprint, like collecting plastics on the beaches of Bali that arrive there from other parts of the world.

For the travel and tourism industry overall, if threats to nature are poorly managed, they can contribute to all five recognized drivers of biodiversity loss, from changing land-use patterns to direct exploitation of resources, climate change, pollution and the introduction of invasive nonnative species.

The positive part of nature positive is actually doing something to improve an ecosystem as opposed to just being a benign force.

The report recommends reconnecting people to nature. How?

Some hotels in the tropics are connecting the consumer with the nature around them — often, even food will be sourced locally.

Nature positive tourism is also about connecting people within communities that can safeguard nature. For example, in Colombia, they had a terrible problem with the drug trade, and they tried to pivot their economy to a peaceful economy based on tourism. You actually had former FARC guerrillas become guides. And in South Africa, where the poaching of rhinos has been a really big problem, many organizations, including government agencies, private conservancies and safari lodges, have incentivized people so that local communities actually can earn more by protecting their rhinos. You’re seeing this happen also in Rwanda, where the government is working with local communities to take back land that had been converted to agriculture to rebuild some of the forests that the gorillas live in.

What does it mean to invest in nature, which the report recommends?

There is now a lot of green investment where people are planting things like mangroves and restoring reefs that were destroyed by development. So, it’s not just about protecting, it’s also about rebuilding. I was just at a resort in Bali that is using 3-D printers to print coral and plug it back into places to start rebuilding the reef and protecting the fish stock.

The report recommends supporting sustainable value chains. What is that?

If you are a hotel, you look at where your energy is coming from, and how to buy energy that’s been sourced in a more sustainable way. Another concern: Where are you buying your food from? Is it imported?

A hotel doesn’t exist in isolation. It is supplied by a lot of people, and when they source things, the vehicles they use should be green. The goal is to try to spread that sustainability footprint through your whole supply chain, from transportation to food, energy and water.

How can a traveler be nature positive?

The solution needs to be at all levels. It has to be government-led. It has to be led by the industry. And, obviously, all of us as individuals when we travel should be mindful and ask questions and challenge standards. At hotels, you don’t need to get your sheets or towels changed every day. If hotels have plastic, ask why. In a hotel with small plastic bottles of shampoo, drop an email to the hotelier and say, “You guys could do better.” Buffets generate a lot of food waste. So, it’s looking at those kinds of things and, in general, being a conscious traveler.

Follow New York Times Travel on Instagram , Twitter and Facebook . And sign up for our weekly Travel Dispatch newsletter to receive expert tips on traveling smarter and inspiration for your next vacation. Dreaming up a future getaway or just armchair traveling? Check out our 52 Places for a Changed World for 2022.

Open Up Your World

Considering a trip, or just some armchair traveling here are some ideas..

52 Places:  Why do we travel? For food, culture, adventure, natural beauty? Our 2024 list has all those elements, and more .

Mumbai:  Spend 36 hours in this fast-changing Indian city  by exploring ancient caves, catching a concert in a former textile mill and feasting on mangoes.

Kyoto:  The Japanese city’s dry gardens offer spots for quiet contemplation  in an increasingly overtouristed destination.

Iceland:  The country markets itself as a destination to see the northern lights. But they can be elusive, as one writer recently found .

Texas:  Canoeing the Rio Grande near Big Bend National Park can be magical. But as the river dries, it’s getting harder to find where a boat will actually float .

UN Tourism | Bringing the world closer

Share this content.

• Share this article on facebook
• Share this article on twitter
• Share this article on linkedin

A United Vision for Nature - 'Nature Positive' Report Marks New Collaborative Era in Travel & Tourism

• All Regions
• 22 Apr 2024

WTTC, UN Tourism and the Sustainable Hospitality Alliance join forces to support Nature Positive Tourism

The leading players of Travel & Tourism globally have published a landmark joint report setting out their joint plan to help halt and reverse biodiversity loss.

Launched on Earth Day 2024, "Nature Positive Travel & Tourism in Action" is the creation of the high-level 'Nature Positive Tourism Partnership, made up of the World Travel & Tourism Council ( WTTC ), the World Tourism Organization ( UN Tourism ) and the Sustainable Hospitality Alliance ( the Alliance ).

For years, UN Tourism has been at the forefront of integrating tourism into the broader UN biodiversity agenda, including supporting the work of the Secretariat of the Convention on Biological Diversity (CBD)

Developed in collaboration with specialist consultancy ANIMONDIAL, the report is the sector's pledge to support the implementation of the Kunming-Montreal Global Biodiversity Framework (GBF), the UN's Biodiversity Plan.

It presents more than 30 case studies of inspiring and progressive actions from around the world involving large and small businesses, national and local government agencies, civil society groups, and inter-sectoral partnerships.

By offering actionable guidance and insights, this report not only highlights the intrinsic link between biodiversity and tourism's resilience, but also empowers businesses to become stewards of nature.

Historic partnership for nature

Ms. Julia Simpson, WTTC President & CEO , said: "This historic partnership with Travel & Tourism heavyweights is a significant step in our collective journey towards a more sustainable and responsible sector. This report is not merely a publication but a movement towards integrating environmental stewardship into the core of travel experiences. As we celebrate Earth Day, let us heed the call to nurture and protect our destinations. Our sector's reliance on nature, coupled with our expertise in creating inspiring and memorable experiences, means we are ideally placed to be guardians of nature."

Mr. Zurab Pololikashvili, Secretary-General of UN Tourism , said: "For years, UN Tourism has been at the forefront of integrating tourism into the broader UN biodiversity agenda, including supporting the work of the Secretariat of the Convention on Biological Diversity (CBD). This pivotal new collaboration among key global players sets a robust framework for sustainable practices that not only drive significant impact but also exemplify the power of united efforts in conserving biodiversity. This report is a testimony to what we can achieve together for nature's preservation, inspiring a global movement towards more sustainable and resilient tourism."

Mr. Glenn Mandziuk, Sustainable Hotel Alliance CEO , said: "This report is a milestone for Travel and Tourism, representing our commitment as an industry to protect and conserve nature. The Alliance is proud to contribute to and collaborate on this insightful and action-orientated report which will bring tangible change to destinations around the world, supporting biodiversity.  Nature underpins our society, economies and indeed our very existence. The hospitality industry is today a leader amongst industries in its Nature Positive approach and this report signifies how much our industry understands the true value of nature."  

Expert-led coalition

Recognising that the sector has a critical role to play in protecting and conserving biodiversity, the Nature Positive Tourism approach is designed to be a touchstone for actionable change. It focuses on equipping the sector with the tools and insights needed to nurture and protect destinations upon which it depends.

The commitment of the Partnership to work towards "net positive for nature" draws on extensive consultation with experts from business, government, academia and civil society, including the International Union for Conservation of Nature (IUCN) and the World Commission on Protected Areas (WCPA).

The report, which follows the 2022 WTTC report "Nature Positive Travel & Tourism", includes practical frameworks and real-world examples that encourage both travel providers and travellers to embark on journeys that contribute to the conservation of our natural treasures.

Related links

• Download News Release on PDF
• Report “Nature Positive Travel & Tourism”
• UN Tourism Biodiversity
• Sustainable Hospitality Alliance

Related Content

Un tourism puts spotlight on investments and empowermen..., un tourism calls for cross-cultural dialogue and climat..., un tourism and icca partner around sustainable developm..., un tourism launches women in tech startup competition: ....

Is nature-based tourism development really what our national parks need?

Associate Professor in Tourism, La Trobe University

Disclosure statement

Sue Beeton does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

La Trobe University provides funding as a member of The Conversation AU.

View all partners

You’d be hard pushed to find someone who doesn’t love national parks, either as visitors or as reasonably-minded bystanders. But can those parks be loved to death? And, if so, who should step in to help when passions are inflamed?

For every positive argument as to the way forward for national parks there is, it seems, a convincing counter-argument – a situation we’ve seen repeated time and again in recent years.

In trying to find a way through the cacophony, it’s worth remembering that, even though they are “national” parks, most of these areas are state and territory run, apart from six that come under Commonwealth jurisdiction (Kakadu, Uluru-Kata Tjuta, Booderee, Norfolk Island, Christmas Island and Pulu Keeling). So what happens if we focus in on just one state?

The Victorian Competition and Efficiency Commission (VCEC) recently released its report on the state’s tourism industry, and it recommended tourism development in national parks.

In so doing, it has shone a spotlight on what some sectors consider to be the best way to fund and manage national parks.

The Victorian State Government accepted all of the VCEC’s tourism development recommendations, including that private sector investment and business be allowed to:

Propose sensible and sensitive developments in national parks provided they complement environmental, heritage and other values and generate a net public benefit.

We learned from the press release accompanying the recommendations that:

The Victorian Coalition Government will reform current policy to allow appropriate environmentally sensitive, private sector tourism investment in national parks.

Treasurer Kim Wells, in the same release, added that:

If we hope to attract more international visitors to Victoria, particularly from markets such as China, we must meet the rapidly growing demand for nature-based tourism.

The direction announced has been supported by tourism advocacy groups such as the Victorian Tourism Industry Council and the Tourism and Transport Forum. They argue that this brings Victoria into line with other states and territories (except ACT).

It’s good for conservation as well as business, they say, because it lets those best at running commercial enterprises focus on that, while the national park agencies can return to managing the conservation elements.

But organisations such as the Victorian National Parks Association and some news bloggers present an opposing perspective . They are concerned about the conflicting values of conservation and commercialism.

Opponents of development may look to the Great Barrier Reef National Park. The potential environmental impact of oil and gas exploration and associated port development on or near the reef prompted a recent dressing down from UNESCO

But the more slow-burning impacts of tourism and recreation tend to be less newsworthy. And, if the news is good, with commercial business contributing positively to the environment, it is even less likely to be reported in the mainstream media.

Tourism Effects

It is often argued that tourism provides a potentially benign means to contribute to the running of our parks. But the current income from many national park tourism licenses tends to contribute to consolidated revenue and not directly to the national park management agencies.

The notion of “ Limits of Acceptable Change ” has been adopted by many national park agencies around the world, as they accept that change occurs, regardless of the management of the site.

Again, we have to consider who deems what is “acceptable” in terms of such change, and also accept that these parameters will also change.

Another issue pertaining to tourism development in national parks is the fact that examples can be cited to support all sides of the argument, such as:

• the Cradle Mountain Lodges in Tasmania (high environmental value and successful from a business, experiential and environmental perspective)
• the Mount Buffalo Chalet in Victoria (of high heritage value, yet unsuccessful in terms of business viability)
• Uluru in the Northern Territory (of high indigenous and environmental value, yet still experiencing tourists climbing all over a sacred site).

Ultimately, each type of development or activity in a national park needs to be assessed on its own merits as each situation is different – the tourist and recreational uses (and needs) are different, the visitor profile is different, the surrounding community is different, the natural environment is different and the business environment is different.

The big issue here is who can be trusted to make these decisions?

There is particular concern in Victoria over what will be deemed “sensible and sensitive” development. It appears that the final decision will rest with the state Environment Minister of the day.

• Development
• National parks

Lecturer / Senior Lecturer - Marketing

Communications and Engagement Officer, Corporate Finance Property and Sustainability

Assistant Editor - 1 year cadetship

Executive Dean, Faculty of Health

Lecturer/Senior Lecturer, Earth System Science (School of Science)

Thank you for visiting nature.com. You are using a browser version with limited support for CSS. To obtain the best experience, we recommend you use a more up to date browser (or turn off compatibility mode in Internet Explorer). In the meantime, to ensure continued support, we are displaying the site without styles and JavaScript.

• View all journals
• My Account Login
• Explore content
• About the journal
• Publish with us
• Sign up for alerts
• Open access
• Published: 13 May 2024

The influence of rural tourism landscape perception on tourists’ revisit intentions—a case study in Nangou village, China

• Yuxiao Kou 1 &
• Xiaojie Xue 1  

Humanities and Social Sciences Communications volume  11 , Article number:  620 ( 2024 ) Cite this article

Metrics details

• Environmental studies

Rural tourism development has an important impact on optimizing the rural industrial structure and stimulating local economic growth. China’s Rural Revitalization Strategy has promoted the development of rural tourism nationwide and emphasized Chinese characteristics in the process of local development. Based on the theoretical analysis of landscape perception, this article uses the external Landscape Perception→Satisfaction→Revisit Intention influence path as a theoretical research framework to construct a structural equation model to analyze the willingness of tourists to revisit rural tourism destinations. We selected Nangou Village, Yan’an City, Shaanxi Province, as a key model village for rural revitalization, and conducted an empirical analysis. The empirical analysis results show that landscape perception has a significant positive impact on satisfaction and revisit intention. Tourist satisfaction has a significant positive impact on revisit intention and plays an intermediary role between landscape perception and revisit intention. The five dimensions of natural ecology, historical culture, leisure recreation, research experience, and integral route under landscape perception are all significantly positively correlated with revisit intention, with historical culture and integral route having the greatest impact on landscape perception. The survey about Nangou Village verifies the relationship between landscape perception, satisfaction, and tourists’ revisit intention. Based on the objective data analysis results, this study puts forward suggestions for optimizing Nangou Village’s tourism landscapes and improving tourists’ willingness to revisit from three aspects: deeply excavating rural historical and cultural resources, shaping the national red culture brand, and creating rural tourism boutique routes. It is hoped that the quantitative research method of landscape perception theory in Nangou Village can also provide a reference and inspiration for similar rural tourism planning.

Introduction

Rural tourism, which originated in Europe in the mid-19th century (He, 2003 ), has constructed a new type of urban–rural relationship—the attachment of the cities to the countryside and the integration of the countryside with the city (Liu, 2018 ). In the 1990s, with the continuous improvement of China’s urbanization level, rural tourism began to rise in response to the demand for returning to nature and simplicity (Guo and Han, 2010 ). The main body of rural tourism (i.e., the main target) is urban residents, and its object is a combination of enjoying the agricultural ecological environment, agricultural production activities, and traditional folk customs. These are presented through tourism industry planning and landscape product design, which is based on the unique production, life, and ecological resources in the countryside, and integrates sightseeing, participation, leisure, vacation, recuperation, entertainment, shopping, and other tourism activities (Zhang, 2006 ).

Rural tourism development is of great significance for optimizing the industrial structure in rural areas, realizing the linked development of primary, secondary, and tertiary industries, increasing farmers’ income, stimulating rural economic development, and accelerating the integration of urban and rural areas (Lu et al., 2019 ). Since the implementation of the Rural Revitalization Strategy, China has taken increasing rural tourism as one of the important ways to achieve it (Yin and Li, 2018 ) and has launched construction projects nationwide.

Rural tourism in China started with self-organized agritainment, with farming experiences and sightseeing leisure as the main projects (Guo et al., 2000 ). Early studies have found that rural tourism projects embodying regional characteristics, folklore, and participatory farming activities present stronger competitive advantages in terms of higher rates of tourists’ participation and revisit rates (Wang et al., 2005 ). In the process of the “localization” of rural tourism in China, rural tourism has undergone a top-down evolution. Since the central government’s comprehensive deployment of new rural construction in 2006, national departments and local governments have issued a series of policies to promote the development of rural tourism, leisure agriculture, and culture, which have promoted the prosperity of diversified, high-quality, and distinctive practices of rural tourism nationwide (Ma et al., 2007 ). The rural revitalization strategy is a crucial national policy at present in China, driving various initiatives such as the construction of beautiful countryside and the development of the rural tourism industry. This policy has given rise to trends like the inheritance of local culture, the promotion of green ecological concepts, and the integration of industries. However, there are still challenges encountered, such as the homogenization in tourism development and the necessity to coordinate the development of industries, culture, ecology, and economy. Under the policy guidance of developing the agricultural economy and revitalizing national culture, China has explored rural tourism landscape products that fit the national cultural context and market demand of the country. Its characteristics are mainly reflected at two levels: First, it focuses on the integration of ethnic and regional cultural perspectives. Rural tourism planning focuses on identifying geographical cultural aspects (Sun et al., 2008 ), integrating traditional Chinese red culture and local characteristics (Huang, 2003 ) into tourism landscape products, and creating Chinese cultural brands. Second, we should focus on upgrading traditional sightseeing, farming, folk customs, and leisure tourism projects, develop in-depth experiential research projects, and create a comprehensive boutique tourism route (Chen et al., 2021 ).

With the prosperity of rural tourism, the related research has gradually increased. Zhai ( 2015 ) pointed out that unique cultural and geographical landscapes are not only objects that should be emphasized and protected in the construction of the countryside but also important resources for the development of rural tourism. Zhang and Wang ( 2018 ) believed that the essence of rural tourism is the cultural experience of tourists in the countryside. Chen ( 2020 ) studied the “local sentiment” from an anthropological perspective as an important factor in promoting the development of China’s rural tourism market. Xu and Tang ( 2016 ) argued that local characteristics are essential for rural landscape construction, proposing the planning and construction strategy of “livability, suitability for industry, suitability for tourism, and suitability for culture”. Shi ( 2021 ) pointed out the significance of ecological esthetics theory to the planning and design of rural tourism landscapes and proposed the strategy of integrating local characteristics with ecological features and improving the ecosystems through artistic techniques. Most of the research has focused on the development and upgrading strategies of Chinese rural tourism landscapes from the supply-side perspective but lacks studies on what kind of experience and value tourists expect from the demand-side perspective, and the research methods lack scientific quantitative analyses.

Satisfaction and revisit intention are used to evaluate the perception and experience of rural landscapes, which directly reflect tourists’ actual feelings about the resource endowment, operational management effectiveness, social and cultural environment, and rural landscape planning in the area (Zhang et al., 2014 ). Landscape perception emphasizes the mutual influence of tourists’ perception of the tourism environment (Echtner and Ritchie, 1993 ), recognition of the location (Middleton and Hawkins, 1998 ), preferences (Zhang et al., 2017 ), and other aspects, while the revisit intention reflects tourists’ willingness to experience an activity again (Xu et al., 2014 ). Strengthening tourists’ revisit intention in rural tourism is of great significance for stabilizing and increasing rural income and promoting sustainable development in rural areas. It is an important measure of whether the quality and style of rural areas have been improved and whether rural revitalization has been promoted (Li et al., 2022 ). Therefore, based on the objective data analysis results of tourists’ perception and satisfaction with rural tourism landscapes and their revisit intention, we can objectively and reasonably propose upgrading and optimization strategies for rural landscapes. The relationship diagram is shown in Fig. 1 .

The figure illustrates the interaction between subject and object in rural tourism.

This study selected Nangou Village in Yan’an City, Shaanxi Province, as the research object. Based on the construction of traditional rural tourism facilities, Nangou Village has developed a certain number of distinctive tourism products that integrate production, learning, and research based on the Ansai folk culture and revolutionary humanistic resources in the region. However, as a key model village in China’s rural revitalization strategy, Nangou Village is still exploring a new round of optimization and upgrading. On the basis of the theory of landscape perception and a demonstrated impact mechanism between landscape perception and satisfaction, as well as revisit intention, combined with the perception results, this article proposes feasible strategies for the planning, design, and optimization of the tourism industry in Nangou Village.

Theoretical foundation

Landscape perception theory.

Landscape perception theory originated in the 1950s and is an independent theory developed for environmental psychology research. It combines the research paradigms and methods of environmental psychology and human geography (Deng, 2006 ) and aims to study people’s preferences (Guo et al., 2004 ), perception (Crompton, 1979 ; Fan et al., 2014 ), and satisfaction levels (Tribe and Snaith, 1998 ; Chi and Qu, 2008 ) of the objective environment. Ervin Zube et al. ( 1982 ) integrated the existing research paradigms of landscape perception—expert paradigm, psychophysical paradigm, cognitive paradigm, and empirical paradigm—and further proposed a theoretical model to unify humans, landscapes, and the results of their interaction into a closed loop. Landscape perception is essentially a process in which the human brain acquires environmental information through the sensory systems and then processes it (Purcell, 1987 ). In the interactive relationship between people and landscapes, the landscape is the perceived object while people are the main subjects of the environmental perception. The perception of landscapes is related to individual differences, involving experiences, memories, cognitive level, and social–cultural backgrounds (Qin, 2022 ; Cosgrove, 1984 ).

Based on subjective feelings and psychological evaluations of the surrounding environment, landscape perception further affects individuals’ emotions and environmental behaviors. An emotional state is a psychological product of individuals’ acceptance of external stimuli, combined with their own experiences and cognition, which is an important driving force that can promote individuals’ interactive behavioral responses. Motloch ( 2000 ) proposed that landscape perception will also generate emotional load after observation, recognition, and meaning attribution. Song ( 2013 ) summarizes it as a process of landscape stimulation, generation of feelings, sublimation of cognition, and emotional response. For such emotional reactions, scholars commonly use satisfaction and place identity to measure the positive affective state generated by landscape perception (Baker and Crompton, 2000 ). Behavioral responses are subjective reactions of people to approach or avoid external stimuli, which are especially influenced by their emotional state (Bitner, 1992 ; Mehrabian and Russell, 1974 ). Gobster ( 2008 ) argues that landscape perception is reflected both in cognitive and emotional aspects and that landscape preferences and emotional experiences can affect environmental behavior. Ostoić et al. ( 2017 ) believe that landscape perception emphasizes the mutual influence of tourists’ perceptions, recognition, preferences, and other aspects of the tourism environment, which can directly reflect the effectiveness of the tourism environment’s planning and design, and thus affect tourists’ behavior. In short, there are interactions between landscape environmental stimuli, emotional states, and behavioral responses, and landscape perception has a significant impact on an individual’s sense of environmental responsibility, environmental protection intention, and intention to revisit a destination (Wu et al., 2019 ).

Landscape perception and satisfaction, revisit intention

Satisfaction is a comprehensive feeling experienced by tourists during and after visiting a tourist destination (Chon, 1989 ). It can be an evaluation of a single dimension such as landscape products, tourism services, transportation accessibility, etc., or a comprehensive measure of overall satisfaction in multiple dimensions (Cole and Scott, 2004 ; Sailesh et al., 2023 ). Among them, the physical landscape environment is one of the most important dimensions that affects overall satisfaction (Chi and Qu, 2009 ). Oliver ( 1980 ) proposed the “expectation discrepancy model”, which refers to the process in which tourists form certain expectations based on their previous experiences before traveling, and then compare their expectations with their actual feelings during the travel process to determine their level of satisfaction. If the expectations are met, the tourists are satisfied; otherwise, they are not. The tourism landscape studied in this article is an important component in the study of tourist destination satisfaction, which directly affects the tourists’ selection of tourist destinations, consumption of tourism products and services, and willingness to revisit.

Behavioral intention is the result of rational cognitive processing of situational information by tourists, resulting from psychological comparison and judgment (perception value or satisfaction). In the existing research, tourists’ behavioral intentions are often described as tourists’ recommendation behavior and revisiting intention. Revisit intention refers to the behavioral intention of tourists to visit the destination again in the future (Hung and Petrick, 2011 ). Chen proposed that revisit intention should include two levels of behavioral intention: the intention of the tourists themselves to revisit this place, and the intention to recommend this place to their acquaintances. Xiu, on this basis, included whether tourists would prioritize this attraction in their travel choices into the evaluation indexes of revisit intention (Guo, 2016 ). In addition, some scholars have demonstrated that destination image perception, especially landscape perception, is a direct driver of tourists’ recommendation behavior and intention (Chew and Jahari, 2013 ; Nisco et al., 2015 ; Prayag et al., 2017 ), and satisfaction with the tourism destination is one of the strongest factors affecting revisiting behavior (Campo-Martínez et al., 2010 ; Humagain and Singleton, 2021 ).

In summary, the relationship between landscape perception, satisfaction, and revisit intention has been demonstrated in relevant studies. In spite of this, it remains necessary to further the research on the influence paths of these three factors. For example, Xu et al. ( 2023 ) took the Qilian Village landscape renovation project as the subject of a case study to identify users’ perceptions of landscape characteristics through structural equation modeling. Although they explored the impact of landscape perception on satisfaction, no further study was conducted on users’ behavioral intentions via the influence paths. Similarly, Qu et al. ( 2023 ), referring to the ancient villages in southern Anhui as an example, explored the path to high-quality development of rural tourism from the perspective of the authenticity of rural landscapes. Despite the SPSS data analysis conducted to verify the positive correlation between satisfaction and revisit intention, they ignored the optimization strategies of landscape as the carrier of tourism, which thus affects the applicability of this research. Additionally, in China, there are few papers that quantitatively present tourists’ landscape demands and support planning strategies, with most research focusing on the subjective discussions of tourism landscape planning strategies from the perspective of the supply side. In conclusion, it remains imperative to conduct further research on the strategies of optimizing the design of rural tourism landscapes based on a complete demonstration of the influence paths of landscape perception, satisfaction, and revisit intention, with the results of quantitative data analysis as guidance.

Research hypotheses

Landscape perception theory has been widely applied in tourism-related research and has gradually permeated into the research on rural tourism landscapes (Yang et al., 2022 ; Fan, 2020 ). The rural tourism landscape studied in this article, perceived as a physical environment, usually includes rural ecological landscapes, authentic historical and cultural landscapes, agricultural leisure and entertainment facilities, and experiential red revolutionary landscapes, and it also involves diachronic overall tourism routes.

Some scholars have explored the rationality of the path mechanism of the landscape perception–satisfaction–revisit intention in related studies, and they used the relevant results as a strategic basis for optimizing the development of rural tourism. For example, Acharya et al. ( 2023 ) showed that the better the tourism ecological environment is, the higher the satisfaction and revisit intention of tourists are, and the path from the ecological environment to the revisit intention of tourists needs to be connected by satisfaction. Geng et al. ( 2010 ) analyzed and demonstrated the positive impact of rural natural landscape satisfaction and sightseeing route satisfaction on tourists’ revisit intention using logistic model analysis. Queiroz ( 2017 ) found that cultural experiences can better reflect the authenticity of rural areas, and tourist satisfaction can be improved through the enhancement of cultural facilities, thereby promoting tourists’ willingness to revisit. Yang et al. ( 2022 ) believe that developing recreational activities with rural characteristics can stimulate tourists’ interest and participation, thereby enhancing their satisfaction and willingness to return. Zhou et al. ( 2016 ) posited that recreational facilities and entertainment activities are both important factors that attract tourists to choose rural tourism; in addition, a higher attractiveness of the tourism landscape increases the satisfaction of tourists, creating a greater impact on revisit intention.

Some scholars have further proposed and demonstrated that satisfaction plays a mediating role in the impact path of tourists’ landscape perception on their revisit intention. For example, Kim et al. ( 2013 ) conducted a survey in rural areas and found that satisfaction plays an intermediary role between tourists’ rural image perception and tourists’ revisit intention.Tu et al. ( 2017 )proposed that the internal mechanism of tourists’ behavioral intentions based on destination image perception may be achieved through the mediating effect of positive emotions such as satisfaction. Meng ( 2018 ) argued that in rural tourism, rural landscapes, and related service facilities are important manifestations of rurality, which affect tourists’ satisfaction with their travel experience and indirectly affect their revisit intention.

In summary, this study took Nangou Village as a research sample to explore the influence mechanism between rural tourism landscape perception and its associated satisfaction and revisit intention, and the following hypotheses were made (Fig. 2 ).

The figure presents the hypothesized relationship between the three variables.

Hypothesis 1 (H1) . Rural tourism landscape perception will positively affect the overall satisfaction of rural tourism.

Hypothesis 2 (H2) . Rural tourism landscape perception will positively affect the rural tourism revisit intention.

Hypothesis 3 (H3) . Rural tourism satisfaction will positively affect the rural tourism revisit intention.

Hypothesis 4 (H4) . Satisfaction will act as a mediator in the relationship between rural tourism landscape perception and revisit intention.

Study design

Nangou Village, the research object of this study, is located in Gaoqiao Town, Ansai District, Yan’an City, Shaanxi Province, China, covering approximately 1716 hectares with seven natural villages under its jurisdiction, which are typical loess hilly villages (Fig. 3 ). As a key model village for rural revitalization, Nangou Village has a good natural ecological foundation and abundant agricultural and regional culture resources and has achieved preliminary linkages between the primary, secondary, and tertiary industries. In the first rural tourism development, Nangou Village built the Nangou Paradise for sightseeing and its supporting facilities, the Nangou Soil and Water Conservation Demonstration Park of Ansai District of Yan’an City, and the Agricultural Picking Experience Park, the red military camps based on Yan’an Red Culture, and various characteristic landscape pieces under the influence of Ansai’s unique regional culture, which form a comprehensive cultural tourism village. With the deepening of rural revitalization in China, Nangou Village will serve as a key area for the Ansai District to build a five-billion-level cultural tourism industry cluster, further expanding and upgrading the existing tourism landscape facilities. Therefore, this article aims to propose a scientific strategy for the upgrading and transformation of Nangou Village through subjective evaluation methods.

The figure presents the geographic location of the Nangou village.

Evaluation index construction

Based on the analysis and organization of the existing literature and the construction of the theoretical framework mentioned earlier, this study constructed evaluation indicators for three variables: landscape perception, satisfaction, and revisit intention (Table 1 ).

LP—The research on rural tourism landscape perception is not yet perfect; this study tentatively divided the LP scale into five dimensions on the basis of previous research and combined with a review of the literature. Among them, the Natural Ecology sub-dimension involves the evaluation of the rural landscape’s pastoral characteristics, the quality of the ecological environment, and the integration of landscape facilities and natural ecology (Xie et al., 2002 ; Marianna et al., 2023 ). The Historical Culture sub-dimension involves the evaluation of the regional history and culture of the rural tourism landscapes, the recognizability of the cultural symbols, and the authenticity of the cultural preservation (Huang et al., 2015 ). The Leisure Recreation sub-dimension involves the evaluation of the suitability, attractiveness, and abundance of recreational facilities in rural tourism landscapes (Yuan, 2017 ). The Research Experience sub-dimension involves the evaluation of the attractiveness, abundance, brand value, and impressiveness of the research experiences for tourists (Fan and Liu, 2016 ; Wang and Wang, 2010 ; Huang et al., 2018 ). The Integral Route sub-dimension involves the evaluation of the prominent theme features in the routes, an abundance of scenarios and experiences, and the attractiveness of the integral route (Li, 2003 ; Yan, 2021 ).

SA—This is the evaluation of whether the overall quality and experience of the rural tourism landscapes meet expectations. Here, the overall satisfaction, expectation, and competitiveness of rural tourism landscape quality and experience are used as the evaluation indexes (Chen, 2012 ; Wang et al., 2005 ).

RI—This is the evaluation of tourists’ loyalty to rural tourism destinations, with loyalty, willingness to revisit, and recommendation behavior as the evaluation indexes (Wang et al., 2006 ; Stylos et al., 2015 ).

Questionnaire design and collection

The questionnaire was designed in four parts. The first part covers the demographic characteristics, including gender, age, education level, and occupation. The second part is the evaluation of cultural image perception, while the third part is the evaluation of environmental design, and the fourth part is the evaluation of place perception. The items in these last three parts corresponded to the evaluation indexes shown in Tables 2 – 4 , respectively, and a 5-point Likert scale was used to rank the perception level.

In November 2022, the study conducted a field survey in Nangou village, complemented by an online questionnaire from November 15, 2022, through September 12, 2023. The introduction section of the questionnaire included the research objectives, the anticipated societal benefits, and the scope of information that would be collected. Before proceeding, participants were asked to review this introduction; their agreement to participate was taken as informed consent. In total, the study received 344 valid responses, serving as the sample data. The sample size satisfies the requirements for structural equation modeling that a desirable sample size should be over 200, with at least ten responses correlating to each variable under observation (Barrett, 2007 ).

Quantitative analysis methods

The data were analyzed using SPSS (version 27.0) and AMOS 27.0. Frequency analysis of the demographic characteristics and reliability analysis were conducted.

In this study, structural equation modeling (SEM) was used as the core method, and the three concepts of landscape perception, satisfaction, and revisit intention were set as latent variables, and SEM was utilized to verify the hypotheses on the relationship between the three aspects. First, a confirmatory factor analysis (CFA) was introduced to test whether the relationship between the factors and the corresponding measurement items was as expected, and to further revise the relationship model between the latent variables and the indicator question items and between the indicator question items (Li and Chen, 2010 ). Second, the interaction mechanism between the latent variables was analyzed by SEM to verify or falsify the research hypotheses (Gu et al., 2022 ). Finally, the bootstrap method was used to validate and analyze the indirect effects (Wen and Ye, 2014 ).

Results analysis

Demographic variables and statistical results of travel characteristics.

Using SPSS software to analyze the demographic characteristics of the 354 questionnaires, the sample was found to be well-balanced in terms of gender. The age distribution was broad and predominantly consisted of young and middle-aged people. The occupational status covered various fields, while most respondents had received middle and higher levels of education. The middle-income group accounted for a larger proportion of the sample, which is a good representation of the population (Fig. 4 ).

The figure presents the statistical results of the demographic variables for the 354 questionnaires.

The survey results showed that tourists preferred to choose research experience and historical culture landscape projects at the destination, followed by natural ecology and leisure recreation. In terms of tour length and size, tourists who chose one-day and two-person tours accounted for most of the tourists, and very few tourists chose multiday tours. The majority of tourists who came to this destination came as a unit, and the least frequent response was as individual tourists. The majority of tourists visited this village for the first time, and the number of tourists choosing to revisit the place again was very few (Fig. 5 ).

The figure presents the statistical results of the travel characteristics for the 354 questionnaires.

Reliability analysis results

In this study, the latent variables were tested using Cronbach’s α (Table 2 ), which showed that the Cronbach’s α values of landscape perception, satisfaction, and revisit intention were 0.898, 0.803, and 0.845, respectively, and the scales’ overall Cronbach’s α value was 0.913. The Cronbach’s α values of the sub-dimensions under landscape perception ranged from 0.805 to 0.863, which are all greater than 0.8. In summary, the reliability test coefficients of each sub-dimension scale exceed 0.7, which indicates that the internal consistency of the data was good (Eisinga et al., 2013 ).

Latent variable evaluation results

As shown in Fig. 6 , the overall average landscape perception score was 3.748, which is close to a good level. Comparing the average evaluation score, the five latent variables can be ranked as NE > HC > RE > LR > IR, with scores of 3.976, 3.906, 3.889, 3.836, and 3.826, respectively. The overall average score for satisfaction was 3.625, between average and satisfactory. The overall average score for revisit intention was 3.452, between average and willing, but not reaching the desired level.

The figure presents the statistical results of the latent variable average scores. NE Natural Ecology, HC Historical Culture, LR Leisure Recreation, RE Research Experience, IR Integral Route, LP Landscape Perception, SA Satisfaction, RI Revisit Intention.

This study examined the relationship between the latent and observed variables in the measurement model through CFA to determine the reasonableness of the scale construction by convergent and discriminant validity. For convergent validity, there are usually three discriminating criteria: (1) standardized factor loadings are all greater than 0.5 (Bailey and Ball, 2006 ); (2) average variance extracted (AVE) is greater than 0.5 (Bagozzi and Yi, 1988 ); and (3) composite reliability (CR) is greater than 0.7 (Fornell and Larcker, 1981 ). Satisfying the above criteria indicates good convergent validity. As shown in Table 3 , the standardized factor loading ranged from 0.686 to 0.891, which meets the criterion of greater than 0.5. The minimum value of CR was greater than 0.8, which is greater than the threshold value of 0.7, and the AVEs were all greater than 0.5, which indicates that the scale has a good convergent validity.

For discriminant validity, if the correlation coefficients between a factor and the other factors are all less than the square root of its AVE value, it indicates good discriminant validity between the factors (Hair et al., 2010 ). As shown in Table 4 , the correlation coefficients between landscape perception and the two factors of its sub-dimension are only slightly larger than the square root of the AVE, and the square root of the AVE values of the rest of the factors is higher than the correlation coefficients between the factor and the other factors, which indicates that the present scale has good discriminant validity.

Theoretical model validation

Under the premise of ensuring the reliability and validity of the measurement model, structural modeling was further performed to verify the hypothesized relationships among the three variables of landscape perception, satisfaction, and revisit intention. First, the results of model fit showed that CMID/DF = 1.097, GFI = 0.949, AGFI = 0.936, CFI = 0.995, TLI (NNFI) = 0.994, RMSEA = 0.017, and SRMR = 0.037 (Table 5 ), and all the indexes were in line with the standard, which indicated that the model had a good fit (Hayduk, 1987 ; Scott and Willits, 1994 ).

This study further used AMOS 27 to establish a structural model and measure the causal relationships between the three latent variables, LP, SA, and RI. As shown in Table 6 and Fig. 7 , (1) Landscape perception has a positive and significant effect on Satisfaction, with a path coefficient of 0.559 ( P  < 0.001); (2) Landscape perception has a positive and significant effect on Revisit Intention, with a path coefficient of 0.434 ( P  < 0.001); and (3) Landscape Satisfaction had a positive and significant effect on Revisit Intention, with a path coefficient of 0.377 ( P  < 0.001) (Cabrera-Nguyen, 2010 ). This proves that hypotheses H1, H2, and H3 are supported.

NE Natural Ecology, HC Historical Culture, LR Leisure Recreation, RE Research Experience, IR Integral Route, LP Landscape Perception, SA Satisfaction, RI Revisit Intention.

Mediation analysis of satisfaction

This study adopted the bootstrap method suggested by McKinnom to test the possible mediating effect of SA in the relationship between LP and RI, and the bootstrap sample size was set at 5000 (MacKinnon et al., 2002 ). Usually, if the bootstrap confidence interval does not contain 0, then the corresponding indirect, direct, or total effect exists (MacKinnon et al., 2004 ). The test results show that at a 95% confidence level, the confidence interval of indirect effect was [0.141, 0.314], the confidence interval of direct effect was [0.456, 0.755], and the confidence interval of total effect was [0.682, 0.961], which all exclude 0, indicating that the indirect effect exists, and the ratio of the indirect effect was 0.27. The results of the mediation test support hypothesis H4 (Table 7 ).

Discussion and recommendations

Coupling relationship among lp, sa, and ri.

This study established a hypothesis model based on the a priori theory of the influencing relationship between Landscape Perception→Satisfaction→Revisit Intention, and explored and confirmed the influence paths of LP on SA and RI with Nangou Village as the research object. In the SEM results, the coefficient of LP’s influence path on SA was 0.559, and the coefficient of LP’s influence path on RI was 0.434. LP influences tourists’ revisit intention to the destination through the overall satisfaction of the tourist landscapes, which confirms that the landscape quality and experience of the destination is an important influencing factor that affects tourists’ satisfaction, which then enhances tourists’ revisit intention. This result is consistent with that of many previous studies, such as those conducted by Cao ( 2019 ) and Li ( 2022 ), in which quantitative analysis is conducted under different contexts to investigate the influence paths of landscape perception. Their research also confirms that tourists’ perception of the landscape contributes to enhancing satisfaction and revisiting intention. At present, the intention to revisit Nangou Village has not reached the desired level. Based on the LP → SA → RI influence path, this study concludes that it is necessary to upgrade the tourism landscapes as a whole in the new round of rural tourism planning, to effectively improve the attractiveness of the destination from the environmental level.

Coupling relationship among LP and its sub-variables

Different from previous studies, we defined LP as a second-order variable containing five sub-dimensions: natural ecology, historical culture, leisure recreation, research experience, and integral route. The fitted data showed that the five sub-variables were an accurate representation of the LP structure. In the results of the structural equation, all five latent variables involved in the LP dimension showed significant positive correlations with LP ( P  < 0.01), and the influence path was IR > HC > LR > NE > RE. In the correlation analysis, IR, HC, LR, RE, and IR also showed significant positive correlations with revisit intention, with correlation coefficients in the order of NE > IR > HC > LR > RE (Table S1 ), and the correlation coefficients in the order of IR > LR > LR > RE (Table 2 ). All of these results emphasize the important influence of historical culture and integral route on landscape perception and revisit intention. In the actual evaluation of landscape perception, the evaluation results of the five sub-dimensions did not reach a satisfactory level; therefore, in order to further increase the revisit intention of the destination, it is necessary to upgrade the landscapes of Nangou Village in all dimensions as a whole, and in particular, it should focus on upgrading the historical culture, the integral routes, as well as the facilities of the research experience that tourists are more inclined to choose.

Recommendations

Deeply excavating rural historical and cultural resources.

Rural tourism itself is a large-scale cultural exchange; any tourism product or tourism mode has its own cultural connotation, which is a necessary condition to attract tourism (Li and Wang, 1999 ). Rural culture is both productive and fragile; therefore, cultural protection and inheritance in rural tourism development is essential. Emphasizing the characteristic regional culture can not only improve the visibility, dissemination, and attractiveness of rural tourism destinations, but also enhance the vitality, efficiency, and effectiveness of rural development. The rural landscapes are both the end product of rural tourism and the carrier of rural culture. Based on the principle of protecting the authenticity of rural culture, integrating the elements of native culture into the tourism landscape designs of traditional villages and optimizing the tourism content is conducive to strengthening the attractiveness of traditional villages to tourists (Sun and Zhang, 2020 ). The results of the survey on the preference of tourism types in Nangou Village show that the historical culture and landscapes are popular aspects. Meanwhile, the SEM model results show that historical culture is an important factor influencing tourists’ revisit intention. Therefore, future tourism planning in Nangou Village should strengthen the development of vernacular cultural landscapes and highlight its own distinct characteristics. The tourism landscapes developed in the first round in Nangou Village have problems such as low cultural taste and inconspicuous characteristics. The new tourism planning for Nangou Village should sufficiently mobilize the regional cultural resources of the Ansai District, utilizing the region’s primitive village landscapes and folk cultural resources to create a rich “composite vernacular complex” type of landscape facilities. For example, we could introduce traditional activities such as horse riding, cattle riding, and Paper Cuttings with Ansai characteristics to the local culture experience hall; renovate cave dwelling homestays with distinctive Shaanxi characteristics; and integrate agricultural and folk activities such as tasting farmhouse meals and picking agricultural products into the homestay experience. In summary, the new tourism landscape should showcase the inherent qualities of Nangou Village, such as locality, authenticity, and humanity, from four aspects: food, housing, transportation, and work.

Shaping the National Red Culture Brand

Red cultural resources, as the Chinese excellent culture refined during the revolutionary era, play a prominent role in enhancing national self-confidence and building a strong nation. Meanwhile, the red tourism industry, which inherits and carries forward the red culture, has also become a unique path in China’s rural revitalization (Liu, 2020 ). The purpose of rural red tourism is to jointly develop traditional green ecological resources and red resources with humanistic characteristics. Through the development model of red and green integration, we can carry forward the narrative and dissemination power of the red spirit concept. At the same time, based on the comprehensive development of red tourism routes, sites, events, symbols, and other resources, we can enhance the popularity of rural tourism brands, expand market entities, and attract more visitors (Hong, 2021 ). Nangou Village is located in the red Yan’an revolutionary hometown, which occupies a place in China’s revolutionary history. In the first round of development, Nangou Village built red culture experience facilities, mainly serving units with red education and training needs in the surrounding areas. However, Nangou Village has insufficient scheduling of classic resources such as red sites, red stories, red history, and red characters, and has not established a more competitive and penetrating red tourism culture brand that serves a comprehensive audience. Therefore, we suggest that Nangou Village expand the scale of red travel facilities, create multi-dimensional red tourism experience scenarios, enhance the cultural connotation of red tourism scenic spots, and create educational and training routes with prominent themes of the red spirit. In addition, rural culture, red tourism resources, and natural ecological resources should be integrated under specific local conditions, for example, temperature-controlled greenhouses, characteristic agricultural planting, folk culture experiences, and other projects around the red tourism areas can be incorporated. This is conducive to enhancing the “red tourism integration” brand effect for its greater influence on surrounding facilities. Therefore, the connection between the cultural dimension and tourists’ perception of landscapes can be reinforced. In turn, it enhances the favorability and visibility of the “Red Yan’an” brand, which gives full play to its economic potential while promoting the inheritance of red cultural genes.

Creating rural tourism boutique routes

Rural tourism boutique routes are an arrangement and scientific organization of characteristic tourism landscapes, which is an important strategy for rural tourism destinations to attract tourists. The creation of boutique tourism routes is based on the integration of regional resources, forming a “string of points into a line, with a line leading to the surface, the overall promotion” of the joint development of the countryside, which is able to better utilize and display rural resources, and promote the integrated development of industries and the cultivation of new business models (You, 2014 ; Wang, 2015 ). According to the SEM results, it can be seen that the integral route sub-dimension of Nangou Village had the greatest impact on landscape perception. However, at present, tourists gave the lowest rating for aspect, which affected their satisfaction and led to a low willingness to revisit. At present, the tourism landscape projects in Nangou Village have problems, such as dispersion, small scales, individual operations, a single rural tourism product, and imperfect industrial and economic structures. Therefore, the upgrading strategy should incorporate the cultural theme of “Ansai Five Business Cards” into the integral tourism routes, and form the regional tourism development routes, rural tourism routes, and red knowledge education and training routes in the Greater Nangou area, which rely on the characteristic resources of Nangou Village. Moreover, it should connect the regional construction with the routes, and form a diversified tourism industry integrating “agricultural science popularization + folklore experience + parent-child amusement + leisure agriculture”. Finally, the tourism route planning should make full use of the Nangou Village brand, taking rural culture and tourism as the engine to optimize and expand primary industries, achieve coordinated development of the village and urban economy, and focus on the development of tertiary industries, in order to cooperate with the new rural industrial development system in Nangou Village.

Conclusions

With the gradual evolution of urbanization and the extensive promotion of China’s Rural Revitalization Strategy, rural tourism has become more and more popular and has developed rapidly. Landscape perception is the process of human interactions with the landscape, and the positive or negative results of this perception will directly affect the satisfaction of the tourists with the destination, thus affecting the tourists’ revisit intention. This study was based on the theory of landscape perception, and selected Nangou Village as the research object, on the basis of validating the influencing relationship of Landscape Perception→Satisfaction→Revisit Intention, to put forward reasonable suggestions for the optimization and upgrading of Nangou Village. The results of the research show the following: (1) Tourists’ landscape perception significantly influences tourists’ satisfaction and revisit intention. (2) Tourists’ satisfaction with the destination plays an intermediary role in the influence of landscape perception on revisit intention. (3) Landscape perception contains five dimensions (natural ecology, historical culture, leisure recreation, research experience, and integral route), all of which significantly influence tourists’ satisfaction and revisit intention. Among these dimensions, historical culture and integral route have the greatest influence, which indicates that the cultural and integral nature of the landscape is the core element that drives tourists to generate positive emotions. (4) Tourists prefer landscape projects with historical culture and research experience. (5) The overall landscape planning of Nangou Village was not evaluated highly, and it needs to be upgraded in a focused way. Using the empirical results as a reference, this study proposes strategies for upgrading the tourism landscapes of Nangou Village: deeply excavate rural historical and cultural resources, shape the national red culture brand, and create rural tourism boutique routes. Therefore, exploring the factors affecting revisit intention and thinking about the construction of rural tourism landscape perception elements can provide theoretical guidance for solving the next stage of rural tourism planning in Nangou Village and providing a direction for the construction of beautiful villages in the future.

The methodology of empirical research as applied in this study, along with the corresponding data analysis conducted in the case study of Nangou Village, aims to reveal the influencing factors for revisit intention. By adopting a reverse-thinking approach to constructing the elements of rural tourism landscape perception, theoretical guidance is provided for the next phase of rural tourism planning in Nangou Village. Meanwhile, it gains the strategic insights crucial for local governments and collaborative planning agencies to develop, manage, and market rural tourism destinations. Additionally, the research methods used in this study provide a reference for relevant government and planning agencies to carry out rural tourism planning. Firstly, rural tourism relies heavily on tourism landscape facilities as its primary support system. Therefore, rural tourism is supposed to focus on increasing the attention paid to tourists’ demands from the perspective of the supply side. This can be achieved by constructing landscape perception scales that are more tailored to the advantages and characteristics of tourism destinations. Through the surveys of rural tourism landscape perception elements based on combined scale analysis, tourists’ expectations and demands can be better satisfied. Thus, their satisfaction and revisit intention can be enhanced. Secondly, in the practice of rural tourism marketing, the SEM (structural equation modeling) quantitative results of landscape perception, satisfaction, and revisit intention can be referenced to guide targeted promotion and advertising efforts for landscape elements perceived more strongly by tourists. In this way, the attractiveness to tourist groups can be improved. Lastly, planning agencies can apply the scale developed in this study to measure the satisfaction level of rural tourism industries in tourists’ minds at various stages. By assessing the scores in different dimensions, planning agencies can better identify their strengths and weaknesses, which enables them to maintain their advantages while making improvement.

Some limitations should be noted, which need to be addressed in the future. Firstly, the division of landscape perception dimensions in this study was somewhat subjective and innovative, and there are some immaturity issues. Secondly, the data collection time was short, which may not represent the average situation throughout the year. Finally, this article intended to propose optimization suggestions for Nangou Village at the landscape level, but this should be integrated with the industrial transformation, planning and propaganda, and enhancing service quality and other influencing factors of tourism destinations in the overall tourism planning.

Data availability

The original contributions presented in the study are included in the article/Supplementary Material ( S2 . Dataset), further inquiries can be directed to the corresponding author/s.

Acharya S, Mekker M, Jonas DV (2023) Linking travel behavior and tourism literature: investigating the impacts of travel satisfaction on destination satisfaction and revisit intention. Transp Res Interdiscip Perspect 17:100745. https://doi.org/10.1016/j.trip.2022.100745

Article   Google Scholar  

Bagozzi RP, Yi Y (1988) On the evaluation of structural equation models. J Acad Market Sci 16(1):74–94. https://doi.org/10.1007/BF02723327

Bailey R, Ball S (2006) An exploration of the meanings of hotel brand equity. Serv Ind J 26:15–38. https://doi.org/10.1080/02642060500358761

Baker DA, Crompton JL (2000) Quality, satisfaction and behavioral intentions. Ann Tour Res 27:785–804. https://doi.org/10.1016/S0160-7383(99)00108-5

Barrett P (2007) Structural equation modelling: adjudging model fit. Pers Individ Differ 42:815–824. https://doi.org/10.1016/j.paid.2006.09.018

Bitner MJ (1992) Servicescapes: the impact of physical surroundings on customers and employees. J Market 56:57–71. https://doi.org/10.1177/002224299205600205

Cabrera-Nguyen P (2010) Author guidelines for reporting scale development and validation results in the Journal of the Society for Social Work and Research. J Soc Soc Work Res 01:99–103. https://doi.org/10.5243/jsswr.2010.8

Campo-Martínez S, Garau-Vadell JB, Martínez-ruiz MP (2010) Factors influencing repeat visits to a destination: the influence of group composition. Tour Manag 31:862–870. https://doi.org/10.1016/j.tourman.2009.08.013

Cao YL (2019) A study of the effect of perceived rurality on revisit intention. Master’s Thesis. Xi’an International Studies University, Xi’an, China

Google Scholar  

Chen B (2020) Rural complex and rural revitalization: approaches and prospects of Chinese rural anthropology. Guangxi Ethnic Stud 06:94–102. https://doi.org/10.3969/j.issn.1004-454X.2020.06.012

Chen CW, Jin ML, Jin HX, Cheng QY (2021) Beautiful country quality line construction based on region linkage—a case study of the construction practice of Yiwu “Colorful Huaxi”. Chin Landsc Archit 37(2):12–19. https://doi.org/10.19775/j.cla.2021.02.0012

Article   CAS   Google Scholar  

Chen JH (2012) The research of tourist satisfaction in urban wetland park tourism resort based on tourism experience. Master’s Thesis. Zhejiang University of Technology, Hangzhou, China

Chew YET, Jahari SA (2013) Destination image as a mediator between perceived risks and revisit intention: a case of post-disaster Japan. Tour Manag 40:382–393. https://doi.org/10.1016/j.tourman.2013.07.008

Chi CG, Qu H (2008) Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach. Tour Manag 29:624–636. https://doi.org/10.1016/j.tourman.2007.06.007

Chi CGQ, Qu H (2009) Examining the relationship between tourists’ attribute satisfaction and overall satisfaction. J Hosp Market Manag 18:4–25. https://doi.org/10.1080/19368620801988891

Chon K (1989) Understanding recreational travelers’ motivation, attitude and satisfaction. Tour Rev 44(1):3–7. https://doi.org/10.1108/eb058009

Cole ST, Scott D (2004) Examining the mediating role of experience quality in a model of tourist experiences. J Travel Tour Market 16:79–90. https://doi.org/10.1300/J073v16n01_08

Cosgrove D (1984) Social formation and symbolic landscape. Groom Helm, London, GBR. pp. 56–84

Crompton JL (1979) An assessment of the image of Mexico as a vacation destination and the influence of geographic allocation upon that image. J Travel Res 17(4):18–23. https://doi.org/10.1177/004728757901700404

Deng W (2006) Landscape perception: towards landscape semiology. World Archit 07:47–50. https://doi.org/10.16414/j.wa.2006.07.009

Echtner CM, Ritchie JRB (1993) The measurement of destination image: an empirical assessment. J Travel Res 31(4):3–13. https://doi.org/10.1177/004728759303100402

Eisinga R, Grotenhuis M, Pelzer B (2013) The reliability of a two-item scale: Pearson, Cronbach, or Spearman-Brown? Int J Public Health 58(4):637–642. https://doi.org/10.1007/s00038-012-0416-3

Article   PubMed   Google Scholar  

Fan J, Qiu HL, Wu XF (2014) Tourist destination image, place attachment and tourists’ environmentally responsible behavior: a case of Zhejiang tourist resorts. Tour Trib 29(1):55–66. https://doi.org/10.3969/j.issn.1002-5006.2014.01.006

Fan YH (2020) Research on the evaluation and perception of village landscape in western Sichuan based on the network content analysis method. Master’s Thesis. Sichuan Agricultural University, Chengdu, China

Fan YM, Liu H (2016) Landscape and village integrated beautiful village planning. Planners 32(04):97–100. https://doi.org/10.3969/j.issn.1006-0022.2016.04.016

Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J Market Res 18(1):39–50. https://doi.org/10.1177/002224378101800104

Geng XH, Wang XQ, Sun QS (2010) Eco-tourism, tourist satisfaction and revisit will: a case study of future Agro-park in Suzhou China. Ecol Econ 06:119–123

Gobster PH (2008) Yellowstone hotspot: reflections on scenic beauty, aesthetics, and ecology. Landscape J 27:291–308

Gu T, Hao E, Ma L, Liu X, Wang L (2022) Exploring the determinants of residents’ behavior towards participating in the sponge-style old community renewal of China: extending the theory of planned behavior. Land 11:1160. https://doi.org/10.3390/land11081160

Guo HC (2016) Study on the experience value of mountain resort tourism, degree of satisfaction and revisit intention—a case of DaWei Mountain. Master’s Thesis. Hunan Normal University, Changsha, China

Guo HC, Han D (2010) Review on the development of rural tourism in China. Prog Geogr 29(12):1597–1605. https://doi.org/10.11820/dlkxjz.2010.12.018

Guo HC, Liu JP, Wang YC (2000) The study on development of tourism agriculture. Econ Geogr 20:119–124. https://doi.org/10.15957/j.cnki.jjdl.2000.02.025

Guo YZ, Zhang H, Song SL, Li L, Chen XL, Zhang L (2004) A study of market positioning of China’s outbound travel destinations. Tour Trib 19(4):27–32. https://doi.org/10.3969/j.issn.1002-5006.2004.04.010

Hair JFJ, Black WC, Babin BJ et al. (2010) Multivariate data analysis. Prentice Hall, Upper Saddle River, USA. pp. 785-785

Hayduk LA (1987) Structural equation modeling with LISREL: essentials and advances. JHU Press, Maryland, USA

He JM (2003) A study on rural tourism overseas. Tour Trib 18:76–80. https://doi.org/10.3969/j.issn.1002-5006.2003.01.017

Hong Y (2021) Research on government functions in the integration and development of Yan’an Red Culture and tourism industry, Master’s Thesis, Yan’an University, Yan’an, China

Huang J (2003) Soil complex, family complex and agritourism development. Thinking 29(5):24–26. https://doi.org/10.3969/j.issn.1001-778X.2003.05.006

Huang SS, Fan Y, Xiong HG (2018) Study on the development path for red culture resources under the perspective of rural revitalization strategy. Price Month 09:90–94. https://doi.org/10.14076/j.issn.1006-2025.2018.09.16

Huang ZF, Lu L, Su Q, Zhang JH, Sun JX, Wan XC et al. (2015) Research and development of rural tourism under the background of new urbanization: theoretical reflection and breakthrough of predicament. Geogr Res 34(8):1409–1421. https://doi.org/10.11821/dlyj201508001

Humagain P, Singleton PA (2021) Examining relationships between COVID-19 destination practices, value, satisfaction and behavioral intentions for tourists’ outdoor recreation trips. J Dest Market Manag 22:100665. https://doi.org/10.1016/j.jdmm.2021.100665

Hung K, Petrick JF (2011) The role of self- and functional congruity in cruising intentions. J Travel Res 50:100–112. https://doi.org/10.1177/0047287509355321

Kim B, 김용기 GK, Hee Park S (2013) Effects of images of rural tourism on tourists’ satisfaction and revisit intention: case of Changpo and Woiam villages. J Tour Sci 37:303–324

Li D, Wang YQ, You YA, Chen YT (2022) Tourism involvement, destination image and willingness to revisit: a moderated intermediary role model. J Central China Normal University (Natural Sciences) 56(5):871–881. https://doi.org/10.19603/j.cnki.1000-1190.2022.05.017

Li JH (2022) Research on the effects of rurality perception on the tourists’ revisit intentions—taking Nostalgialove Hometown Taihang Water Town in Baoding as a study case. Master’s Thesis, Hebei University, Baoding, China

Li TY, Wang LY (1999) An introduction to tourism principles. Nankai University Press, Tianjin, China. pp. 34–50

Li W (2003) A discussion on the development and plan of rural tourism. Areal Res Dev 22(6):72–75. https://doi.org/10.3969/j.issn.1003-2363.2003.06.018

Article   ADS   Google Scholar  

Li XJ, Chen XZ (2010) Factor analysis under the structural equation model. Sci Technol Eng 10:5708–5711+5727. https://doi.org/10.3969/j.issn.1671-1815.2010.23.022

Liu T (2020) Study on the practice path of Honghu Wetland Red Culture promoting rural rejuvenation, Master’s Thesis, Hubei University of Technology, Wuhan, China

Liu YS (2018) Research on the urban-rural integration and rural revitalization in the new era in China. Acta Geogr Sinica 73(04):637–650. https://doi.org/10.11821/dlxb201804004

Lu L, Ren YS, Zhu DC, Cheng JM, Yang XZ, Yang Z et al. (2019) The research framework and prospect of rural revitalization led by rural tourism. Geogr Res 38(01):102–118. https://doi.org/10.11821/dlyj020180454

Ma Y, Zhao L, Song H, Guo QX, Liu MJ (2007) Study on the Chinese rural tourism development pattern—a case of CHENGDU. Econ Geogr 27(2):336–339. https://doi.org/10.3969/j.issn.1000-8462.2007.02.035

MacKinnon DP, Lockwood CM, Hoffman JM, West SG, Sheets V (2002) A comparison of methods to test mediation and variable effects. Psychol Methods 07:83–104. https://doi.org/10.1037/1082-989x.7.1.83

MacKinnon DP, Lockwood CM, Willams J (2004) Confidence limits for the indirect effect; distribution of the product and resampling methods. Multivar Behav Res 39(1):99–128. https://doi.org/10.1207/s15327906mbr3901_4

Marianna S, Solenè P, Bynum BB (2023) Resident connection to nature and attitudes towards tourism: findings from three different rural nature tourism destinations in Poland. J Sustain Tour 31:664–687. https://doi.org/10.1080/09669582.2021.1995399

Mehrabian A, Russell JA (1974) An approach to environmental psychology. The MIT Press, Cambridge, GBR

Meng XL (2018) Research on rural tourism destination image, perceived value and the relationship between revisit intention: based on the research on rural tourism in Zhejiang province. J Zhejiang Wanli Univ 31(01):8–15. https://doi.org/10.13777/j.cnki.issn1671-2250.2018.01.002

Middleton VTC, Hawkins R (1998) Sustainable tourism: a marketing perspective. Routledge Press, Boston, USA

Motloch JL (2000) Introduction to landscape design. John Wiley & Sons, New York, USA

Nisco AD, Mainolfi G, Marino V, Napolitano MR (2015) Tourism satisfaction effect on general country image, destination image, and post-visit intentions. J Vacat Market 21:305–317. https://doi.org/10.1177/1356766715577502

Oliver RL (1980) A cognitive model of the antecedents and consequences of satisfaction decisions. J Market Res 17:460–469. https://doi.org/10.1177/002224378001700405

Ostoić SK, Van Den Bosch CCK, Vuletić D, Stevanov M, Živojinović I, Mutabdžija-Bećirović S et al. (2017) Citizens’ perception of and satisfaction with urban forests and green space: results from selected Southeast European cities. Urban Forest Urban Green 23:93–103. https://doi.org/10.1016/j.ufug.2017.02.005

Prayag G, Hosany S, Muskat B, Del Chiappa G (2017) Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. J Travel Res 56:41–54. https://doi.org/10.1177/0047287515620567

Purcell AT (1987) Landscape perception, preference, and Schema discrepancy. Environ Plann B Plann Design 14:67–92. https://doi.org/10.1068/b140067

Qin R (2022) Research on children’s outdoor activity space design based on Landscape Perception—Take Tongle Bay of Changchun North Lake Park as an example. Master’s Thesis. Jilin Agricultural University, Changchun, China

Queiroz OT (2017) Ruralities as tourist attraction and cultural experience: the Santa Gertrudes farm. Rosa dos Ventos 9(3):447–456. https://doi.org/10.18226/21789061.v9i3p447

Qu GC, Zhao Y, An JH, Xu JY, Qian QQ, Chen MC (2023) Research on the path of high-quality development of rural tourism in southern Anhui based on the original authenticity of nostalgia. Gansu Agri (12):90–95. https://doi.org/10.3969/j.issn.1673-9019.2023.12.017

Sailesh A, Michelle M, Jonas VD (2023) Linking travel behavior and tourism literature: Investigating the impacts of travel satisfaction on destination satisfaction and revisit intention. Transp Res Interdiscip Perspect 17:100745. https://doi.org/10.1016/j.trip.2022.100745

Scott D, Willits FK (1994) Environmental attitudes and behavior: a Pennsylvania survey. Environ Behav 26(2):239–260. https://doi.org/10.1177/001391659402600206

Shi X (2021) Landscape design for rural tourism under the perspective of ecological aesthetics. Sichuan Drama (10):113–116

Song WY (2013) Outdoor event space landscape perception and its design research. Master’s Thesis. Dalian University of Technology, Dalian, China

Stylos N, Vassiliadis AC, Bellou V, Andronikidis A (2015) Destination images, holistic images and personal normative beliefs: predictors of intention to revisit a destination. Tour Manag 53:40–60. https://doi.org/10.1016/j.tourman.2015.09.006

Sun XH, Zhang X (2020) Research on adaptive design of traditional village landscape under the background of rural tourism. Design 33:158–160

Sun YH, Chen T, Wang YC (2008) Progress and prospects in research of the traditional rural cultural landscape. Prog Geogr 27(6):90–96. https://doi.org/10.11820/dlkxjz.2008.06.013

Tribe J, Snaith T (1998) From SERVQUAL TO HOLSAT: holiday satisfaction in Varadero, Cuba. Tour Manag 19:25–34. https://doi.org/10.1016/S0261-5177(97)00094-0

Tu HW, Xiong LY, Huang YM, Guo GX (2017) The effect of destination image on tourist behavior intention: an explanation based on the emotion appraisal theory. Tour Trib 32(2):32–41. https://doi.org/10.3969/j.issn.1002-5006.2017.02.009

Wang Q, Ding ZR, Zhang JH, Yang XZ (2006) Study on the model of tourist satisfaction index about tourism environment: a case study of Huangshan Mountain. Geogr Res 25(1):171–181. https://doi.org/10.3321/j.issn:1000-0585.2006.01.020

Wang X, Gu CLMei H (2005) Tourist attraction customer satisfaction index model. Acta Geogr Sinica 60(5):807–816. 10.3321/j.issn:0375-5444.2005.05.012

Wang XR, Wang SJ (2010) The research on customer satisfaction of leisure agriculture garden. Chin Agri Sci Bull 26(13):413–419

CAS   Google Scholar  

Wang YC, Xu CX, Guo HC (2005) Discussions on the new trends of rural tourism development in China. Arid Land Geogr 28(6):862–868. https://doi.org/10.3321/j.issn:1000-6060.2005.06.025

Wang ZJ (2015) Study on the planning and design of beautiful rural top line, Master’s Thesis, Zhejiang A&F University, Hangzhou, China

Wen ZL, Ye BJ (2014) Analyses of mediating effects: the development of methods and models. Adv Psychol Sci 22(5):731–745. https://doi.org/10.3724/SP.J.1042.2014.00731

Wu D, Shen CY, Wang EX, Hou YY, Yang J (2019) Impact of the perceived authenticity of heritage sites on subjective well-being: a study of the mediating role of place attachment and satisfaction. Sustainability 11(21):6148. https://doi.org/10.3390/su11216148

Xie HL, Liu LM, Li L (2002) An inquiry analysis on rural development of ecotourism. Ecol Econ 12:69–71. https://doi.org/10.3969/j.issn.1671-4407.2002.12.022

Xu JQ, Zeng Q, Li C (2023) Perception and evaluation of beautiful rural landscape characteristics from the perspective of regional culture-taking Qilian village landscape improvement project as an example. Agri Technol 43(01):89–94. https://doi.org/10.19754/j.nyyjs.20230115023

Xu WH, Tang LZ (2016) Research on the “Four Desirable” strategy in beautiful countryside planning and construction. Chin Landsc Archit 32(09):20–23

Xu YF, Liu MH, Zhang CY (2014) The influence mechanism of tourist loyalty based on perceived destination attributes. Econ Geogr 34(8):167–172

Yan R (2021) Research and application of tourism route optimization based on improved genetic algorithm, Master’s Thesis, North Minzu University, Yinchuan, China https://doi.org/10.27754/d.cnki.gbfmz.2021.0000944

Yang F, Fen J, Xie SY (2022) A study on the evaluation of tourist satisfaction and its influence on the intention to revisit destination: taking 5A scenic spots in Wuhan as examples. J Central China Normal Univ (Natural Sciences) 56(1):116–126. https://doi.org/10.19603/j.cnki.1000-1190.2022.01.013

Yang W, Fan B, Tan J, Lin J, Shao T (2022) The spatial perception and spatial feature of rural cultural landscape in the context of rural tourism. Sustainability 14:4370

Yin Y, Li XQ (2018) The development of mobile internet and the changes of the elderly life. J Chin Acad Gov 05:182–186+193. https://doi.org/10.14063/j.cnki.1008-9314.20181023.026

You JM (2014) The research on the development of rural tourism resources in Zhejiang province based on the construction of beautiful countryside, Master’s Thesis, Zhejiang A&F University, Hangzhou, China

Yuan Y (2017) Planning and construction of rural complex oriented tourism areas: Siliangjiang Rural Tourism Area Planning (2017–2021) example. Planners 33(12):136–143. https://doi.org/10.3969/j.issn.1006-0022.2017.12.020

Zhai YZ (2015) Regional Cultural Studies Rural Cultural Tourism Landscape Design. Master’s Thesis. Xi’an University of Architecture and Technology, Xi’an, China

Zhang D (2006) Study on tourist perceived value of rural tourism. Master’s Thesis. Zhejiang University, Hangzhou, China

Zhang H, Fu X, Ca LA, LU L (2014) Destination image and tourist loyalty: a meta-analysis. Tour Manag 40(1):213–223. https://doi.org/10.1016/j.tourman.2013.06.006

Zhang L, Wang SL (2018) Study on the visitors experience of tourism products in historical and cultural rural tourism. Art Design 06:142–143. https://doi.org/10.3969/j.issn.0412-3662.2018.06.037

Zhang Y, Van Den Berg AE, Van Dijk T, Weitkamp G (2017) Quality over quantity: contribution of urban green space to neighborhood satisfaction. Int J Environ Res Public Health 14(5):535. https://doi.org/10.3390/ijerph14050535

Article   PubMed   PubMed Central   Google Scholar  

Zhou Y, He JH, Rong H (2016) Satisfaction evaluation of tourist and influence factors analysis in rural tourism. Bus Manag J 38(07):156–166. https://doi.org/10.19616/j.cnki.bmj.2016.07.014

Zube EH, Sell JL, Taylor JG (1982) Landscape perception: research, application and theory. Landsc Plann 9:1–33. https://doi.org/10.1016/0304-3924(82)90009-0

Download references

Acknowledgements

This research was funded by the Academy of Agricultural Planning and Engineering, MARD of China “Study on the transformation of rural space and planning response in the suburbs of Xi'an from the perspective of social change”, grant number XC2X2DKT-20230916 and by the Shaanxi Provincial Science and Technology Project of China “Study on Reshaping the Spatial Value of Cultural Memory of Industrial Heritage and the Path of Local Identity”, grant number 2022JM-289.

Author information

Authors and affiliations.

School of Art and Design, Xi’an University of Technology, Xi’an, Shaanxi Province, China

Yuxiao Kou & Xiaojie Xue

You can also search for this author in PubMed   Google Scholar

Contributions

Conceptualization, YK and XX; methodology, XX; software, YK; validation, YK and XX; formal analysis, YK; investigation, YK; resources, XX; data curation, YK; writing—original draft preparation, YK; writing—review and editing, XX; visualization, YK; supervision, XX; project administration, XX; funding acquisition, XX All authors have read and agreed to the published version of the manuscript.

Corresponding author

Correspondence to Xiaojie Xue .

Ethics declarations

Competing interests.

The authors declare no competing interests.

Ethical approval

This study was conducted with approval from the Ethics Committee of the primary author’s institution, School of Art and Design, Xi’an University of Technology. All procedures involving human participants in the research were performed in accordance with the ethical standards of the institutional research committee and with the 1964 Declaration of Helsinki and its later amendments or comparable standards.

Informed consent

The informed consent was obtained from all participants before the study started.

Additional information

Publisher’s note Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Supplementary information

Supporting material, rights and permissions.

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ .

Reprints and permissions

About this article

Cite this article.

Kou, Y., Xue, X. The influence of rural tourism landscape perception on tourists’ revisit intentions—a case study in Nangou village, China. Humanit Soc Sci Commun 11 , 620 (2024). https://doi.org/10.1057/s41599-024-03129-8

Download citation

Received : 21 December 2023

Accepted : 24 April 2024

Published : 13 May 2024

DOI : https://doi.org/10.1057/s41599-024-03129-8

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

Quick links

• Explore articles by subject
• Guide to authors
• Editorial policies

Advancing social justice, promoting decent work ILO is a specialized agency of the United Nations

Migrated Content

In Mongolia, ILO and the Partnership for Action on Green Economy (PAGE) are supporting green activities in the sector by fostering community-based eco and cultural tourism.

22 September 2022

Related content

UNEP, ILO, UNDP, UNIDO, UNITAR

Partnership for Action on Green Economy (PAGE) in Mongolia

Uncover Luxury Between the Desert and Ocean in Baja California Sur, Mexico

T he three main destinations of Baja California Sur, Mexico have maintained an essential growth of visitors , especially from the United States and Canada, who seek, in addition to enjoying memorable days in a unique nature that links the Pacific with the desert, a great gastronomic offer , cultural experiences with the communities, water sports, and extraordinary golf courses for professionals and amateurs.

Sandra Félix, Commercial Director of the Tourism Trust of Baja California Sur, tells TravelPulse that the destination registered the same numbers in 2019 and highlights that one of its great strengths is the heavy traffic from its international airport where tourists arrive looking mainly for a place like Los Cabos , the jewel in the crown of Baja California Sur.

"Also, Loreto, despite being one of our most minor destinations, has extraordinary connectivity with the United States and Canada. We have flights from Phoenix, Dallas, Los Angeles, San Francisco and Calgary. It is easy to reach Loreto and, from there, the state's different regions," says Felix.

She says they have different visitor profiles. For example, Los Cabos is a luxury destination with all-inclusive accommodations. However, she adds that, from La Paz to Mulegé, the consumption of the tourism industry has changed in recent years.

"Our visitors stop being tourists and become travelers to experience more of our traditions, culture, and, above all, our natural resources, which is why Baja California Sur is famous. The most important luxury we have is silence, being able to be on a beach, turning around and not seeing anyone." she highlights and explains that the destinations in the north of the state focus on boutique accommodations where the guest comes to enjoy local culture, especially in the Magical Towns of Loreto, Santa Rosalía, and Todos Santos.

She explains that these visitors are integrated by families of young couples (between 25 and 45 years of age) with small children looking for quiet and safe places with swimming beaches.

"We have a significant market coming from the Latino community of the United States, which seeks to reconnect with its Mexican roots, and our proximity with Southern California makes us one of the ideal destinations."

The state offers a wide range of wellness destinations for those seeking relaxation of mind and body, such as the Magic Town of Todos Santos, which has become an international reference in yoga, meditation, and healthy gastronomy.

"We also have what we call the new wellness that is not only one that seeks contact with nature but also living in it, such as going out to fish, cook, learn to make goat cheese and creating a whole organic menu," she says, adding that, in terms of drinks, there is a retro trend that has grown the classic mixology with popular beverages such as Negroni and Manhattan, among others.

Golf Courses and World-Class Cuisine

With a repertoire of more than 20 golf courses, Baja California Sur is one of the most emblematic places for those seeking to enjoy this sport's challenges with the best views of the Pacific. One of the most iconic is El Cortés Golf Club, which is unique in Mexico and certified as a Gary Player Design.

"It is located within the Puerta Cortés development and has 18 holes, 14 of which have a sea view. In addition, the new Hotel Indigo of the IHG brand has just been inaugurated, which has luxury amenities and access to five restaurants, a beach club, a marina, and swimming beaches, among others. In addition, Loreto has two other extraordinary golf courses and the only Tournaments Player Club (TPC) in Mexico, the TPC Danzante Bay."

Another great attraction is the excellent gastronomy of Baja California Sur, which has artists of world-renowned cuisine, such as chef Javier Plasencia, to whom a growing number of local talents are added.

"We have excellent restaurants in La Paz and Loreto, with gastronomy made with local products, and every day, we are more focused on our ranch traditions. Despite being a desert, the life of the first settlers is incredible, and their gastronomy, which has so few resources, is very rich," says Félix.

It is important to highlight that Baja California Sur has no low season. "We have whale watching from December to March, whale shark watching from October to May, the summer holiday season and Easter for domestic tourism, and Spring Break and Winter. We have the issue of the weather from July to October, but it is the best time to dive in the so-called aquarium of the world."

In the Sea of Cortez, known for the tranquility of its waters, visitors can see hundreds of cetaceans, turtles and sea lions that, in Espíritu Santo, make up the largest colony in Mexico.

Also, the Sea of Cortez is ideal for water sports such as snorkeling, scuba diving, kayaking, paddleboarding, and sport fishing. In addition, on land, the desert offers extraordinary places for hiking and the realization of adventure tours until reaching cave painting sites, for which the explorers camp in the desert.

For this year and the next, Baja California Sur expects to carry out large-scale projects, "such as The Hyatt in La Paz, which has just changed its brand and is now Marriott and a redevelopment of the old Hotel Perla is coming that will have a new brand and, in addition, the construction of the Hotel Chablé in La Paz continues," concludes the Commercial Director of the Baja California Tourism Trust.