Environmental Literacy on Ecotourism: A Study on Student Knowledge, Attitude, and Behavioral Intentions in China and Taiwan

This study aims to gain further insights to Chinese and Taiwanese university students’ environmental literacy on ecotourism. A structural equation model is developed and validated in an effort to explore the differences between Chinese and Taiwanese university students in terms of their environmental knowledge, environmental attitude, and behavioral intentions. The results showed that the ecotourism perception of Chinese and Taiwanese university students affect their behavioral intentions. Chinese university students exhibited a higher correlation between ecotourism knowledge and behavioral intentions than their Taiwanese counterparts. The findings also revealed differences between the Chinese and Taiwanese students in their perception of ecotourism, and this disparity was particularly evident with regards to how ecotourism should be governed. A moderate difference in ecotourism behavioral intentions was also identified, in which Taiwanese university students were less likely to engage in self-empowerment or private empowerment, to be more educated in the field of ecotourism than their Chinese counterparts.