Developing Nature Interpretation and Alternative Management Strategies to Promote Pro-Environmental Behaviors among Visitors to Thailand's National Parks
Abstract
The purpose of this study was to recommend nature interpretation and alternative management strategies to enhance pro-environmental behaviors among visitors by studying the factors that influence these behaviors. The samples were 1400 Thai visitors and 20 national park officers. Questionnaire data was analyzed using path analysis and content analysis. Taking into account research findings, the 11 of interpretive messages were created to promote the behaviors in national parks across the country. The message that is deemed most appropriate for encouraging visitor behaviors was: "A national park is a treasure for everyone, and it is important that we all do our part to protect it. If you see any activities that have the potential to destroy natural resources or harm the environment, please inform the park officers immediately." Besides, developing effective nature interpretation and preparing public facilities have been recommended as major alternative management strategies. The most appropriate high-level strategy for developing effective nature interpretation was found to be "utilizing new technologies to support nature interpretation." The survey respondents identified "setting up different colored garbage bins" and "installing fences to preserve fragile areas" as the most effective strategies for preparing public facilities and managing visitor behaviors in Thailand's national parks.
References
[1] Ajzen, I. 1985. From intentions to actions: A theory of planned behavior. Heidelberg: Springer. DOI:https://doi.org/10.1007/978-3-642-69746-3_2
[2] Amornwitthawat, P., and Phongkheio, N.T. 2019. Pro-environmental behaviours of visitors to Thailand’s national parks and factors discriminating the behaviours. Asia Pacific Journal of Tourism Research, 24(10): 993-1004. DOI: https://doi.org/10.1080/10941665.2019.1653337
[3] Asilsoy, B. 2012. A survey study on environmental consciousness in Famagusta. Social and Behavioral Science, 35(2012): 675-681. DOI: https://doi.org/10.1016/j.sbspro.2012.02.136
[4] Cao, X., Qiu, J., Wang, L., and Zhou, G. 2022. An integrative model of tourists’ pro-environmental behavior based on the dual path of rational planning and embodied emotion. International Journal of Environmental Research and Public Health, 19(13): 7910. DOI: https://doi.org/10.3390/ijerph19137910
[5] Carmi, N., Arnon, S., and Orion, N. 2015. Transforming environmental knowledge into behavior: the mediating role of environmental emotions. Journal of Environmental Education, 46(3): 183-201. DOI:https://doi.org/10.1080/00958964.2015.1028517
[6] Chen, H.S. 2015. The study of the relationship among environmental cognition, attitude, sensitivity, and behavior: the case of an eco-resort island. Journal of Safety and Security, 5(4): 352-358. DOI:https://doi.org/10.2495/SAFE-V5-N4-352-358
[7] Chiappa, D.G., and Romero, L.C. 2014. Environmental issues to profile the consumers’ attitude: A latent segmentation approach. Journal of Environmental Engineering and Management, 13(10): 2449-2457. DOI:https://doi.org/10.30638/EEMJ.2014.274
[8] Cochran, W. G. 1977. Sampling techniques (3rd ed.). New York: John Wiley and Sons.
[9] Debicka, O., and Jastrzabek, A.O. 2014. Responsible tourism in Poland. Tourism and Hospitality Industry 2014, Congress Proceedings, 2014: 189-202.
[10] Diamantopoulos, A., and Siguaw, J.A. 2000. Introducing LISREL. London: Sage Publications.
[11] Dolnicar, S, and Grun, B. 2009. Environmentally friendly behavior – can heterogeneity among individuals and contexts/environments be harvested for improved sustainable management? Environment and Behavior, 41(5): 693-714. DOI: https://doi.org/10.1177/0013916508319448
[12] Dolnicar, S., Crouch, G.I., and Long, P. 2008. Environmental-friendly tourist: what do we really know about them? Journal of Sustainable Tourism, 16(2): 197-210. DOI: https://doi.org/10.2167/jost738.0
[13] Duncan, G.S., and Martin, S.R. 2002. Comparing the effectiveness of interpretive and sanction message for influencing wilderness visitors’ intended behavior. International Journal of Wilderness, 8(2): 20-25.
[14] Duzgunes, E., and Demirel, O. 2016. Importance of visitor management in national park planning. Journal of Environmental Protection and Ecology, 17(2): 675-680.
[15] Fishbein, M.A., and Ajzen, I. 1975. Belief, attitude, intention and behavior: An introduction to theory and research. Reading: Addison-Wesley.
[16] Hoshyar, V., Behboodi, O., and Saeed, S.F.A. 2022. The impact of personal values on pro-environmental behavior. Journal of Quality Assurance in Hospitality & Tourism. DOI:https://doi.org/10.1080/1528008X.2022.2151548
[17] Jamaliah, M., Mgonja, J., Alazaizeh, M.M., and Powell, R. 2021. How does interpretive tour guiding promote tourists’ pro-environmental behaviour? Evidence from Tanzania. Tourism Recreation Research, DOI:https://doi.org/10.1080/02508281.2021.1992953
[18] Kasworm, C.E., Amy, D.R., and Jovita, M.R. 2010. Handbook of Adult and Continuing Education. Los Angeles: SAGE.
[19] Kim, M.S., Kim, J., and Thapa, B. 2018. Influence of environmental knowledge on affect, nature affiliation and pro-environmental behaviors among tourists. Sustainability, 10(9): 3109. DOI:https://doi.org/10.3390/su10093109
[20] Kollmuss, A., Agyeman, J. 2002. Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior. Environmental Education Research, 8(3): 239-260. DOI:https://doi.org/10.1080/13504620220145401
[21] Milman, A. 2019. Visitor management in highly-visited attraction. In Lessons that practitioners can learn from the U.S. theme park industry and the national parks, edited by Ady Milman, pp. 104-124. England: Routledge.
[22] Mosquera, N.L. 2016. Gender difference, theory of planned behavior and willingness to pay. Journal of Environmental Psychology, 45(2016): 165-175. DOI: https://doi.org/10.1016/j.jenvp.2016.01.006
[23] Phongkheio, N.T. 2012. Parks, recreation, and tourism. Bangkok: Kasetsart University.
[24] Phongkheio, N.T., and Sangchoey, T. 2018. Regulation compliance model of national park visitors. Humanities, Art and Social Sciences Studies, 18(3): 695-716.
[25] Robert, J.A. 1996. Green consumer in the 1990s: profile and implications for advertising. Journal of Business Research, 36: 217-231. DOI: https://doi.org/10.1016/0148-2963(95)00150-6
[26] Sanchez, M.J., and Lafuente, R. 2010. Defining and measuring environmental consciousness. Revista Internacional de Sociología, 68(3): 731-755. DOI: https://doi.org/10.3989/ris.2008.11.03
[27] Sharma, R., and Gupta, A. 2020. Pro-environmental behaviour among tourists visiting national parks: application of value-belief-norm theory in an emerging economy context. Asia Pacific Journal of Tourism Research, 25(8): 829-840. DOI: https://doi.org/10.1080/10941665.2020.1774784
[28] Stern, P.C., Dietz, T., and Kalof, L. 1993. Value orientations, gender, and environmental concern. Environment and Behavior, 25: 322-348. DOI: https://doi.org/10.1177/0013916593255002
[29] Steven, P. 2005. The Lagoon of the conscious, subconscious, unconscious: a better metaphor for understanding these terms. Retrieved November 1: 2017. Available at: http://theemergencesite.com/Theory/Consciousness-Subconsciousness.htm
[30] Sun, H., Zhang, Q., Guo, W., and Lin, K. 2022. Hikers’ pro-environmental behavior in national park: Integrating theory of planned behavior and norm activation theory. Frontiers in Forest and Global Change, 5: 1068960. DOI: https://doi.org/10.3389/ffgc.2022.1068960
[31] Tang, H., Ma, Y., and Ren, J. 2022. Influencing factors and mechanism of tourists’ pro-environmental behavior-Empirical analysis of the CAC-MOA integration model. Frontiers in Psychology, 13-2022. DOI: https://doi.org/10.3389/fpsyg.2022.1060404
[32] Tartaglia, S., and Grosbois, D.D. 2009. Comparison of tourists’ environmental beliefs and environmental behaviour. Retrieved August 12: 2017. Available at: http://ojs.acadiau.ca/index.php/ASAC/article/view/629/538
[33] Ting, D. H., and Cheng, F. C. 2014. Experiential learning and pro-environmental behavior. Retrieved January 1: 2021. Available at: http://www.inase.org/library/2014/interlaken/bypaper/EDU/EDU-09.pdf
[34] van Riper, C., et al. 2019. Integrating multi-level values and pro-environmental behavior in a U.S. protected area. Sustainability Science, 14: 1395-1408. DOI: https://doi.org/10.1007/s11625-019-00677-w
[35] Wheaton, M., et al. 2015. Using web and mobile technology to motivate pro-environmental action after a nature-based tourism experience. Journal of Sustainable Tourism, 24(4): 594-615. DOI:https://doi.org/10.1080/09669582.2015.1081600
[36] Zarei, I., Ehsani, M.D., Moghimehfar, F., and Aroufzad, S. 2021. Predicting mountain hikers’ pro-environmental behavioral intention: an extension to the theory of planned behavior. Journal of Park and Recreation Administration, 39(3): 70-90. DOI: http://doi.org/10.18666/JPRA-2020-10347
[37] *** DEQP. 2015. Green National Park. Retrieved August 21: 2022. Available at: https://datacenter.deqp.go.th/service-portal/g-green/greennationalparks/aboutgreennationalparks/
[38] *** DNP. 2012. Nature Interpretation. Bangkok: National Parks of Thailand.
[39] ***DNP.2021. Annual Report 2021. Retrieved January 1: 2021. Available at: http://portal.dnp.go.th/Content/Info_section4?contentId=30293
[40] *** IUCN. 2008. Protected Areas. Retrieved September 30: 2017. Available at: https://www.iucn.org/our-work/protected-areas-and-land-use
[41] *** Ministry of Tourism and Sport. 2017. National tourism development plan vol.2 (2017-2021). Retrieved September 30: 2017. Available at: https://www.dpe.go.th/strategic-preview-392791791799
[42] *** NPCA. 2016. What’s in national parks’ trash cans – and what you can do. Retrieved December 1: 2022. Available at: https://www.npca.org/articles/1289-what-s-in-national-parks-trash-cans-and-what-you-can-do
[43] *** Queensland Government. 2020. Best practice ecotourism development guidelines. Retrieved January 19: 2023. Available at: https://parks.des.qld.gov.au/__data/assets/pdf_file/0022/160177/eoi-best-practice-ecotourism.pdf
[44] *** SCNI. 2022. Nature interpretation – a definition. Retrieved January 1: 2022. Available at: https://www.slu.se/en/Collaborative-Centres-and-Projects/swedish-centre-for-nature-interpretation/nature-interpretation-in-sweden/definition/
[45] *** UNDP. 2009. The catalyzing the sustainability of Thailand’s protected area system. Retrieved November 1: 2017. Available at: https://www.thegef.org/projects-operations/projects/3517
[2] Amornwitthawat, P., and Phongkheio, N.T. 2019. Pro-environmental behaviours of visitors to Thailand’s national parks and factors discriminating the behaviours. Asia Pacific Journal of Tourism Research, 24(10): 993-1004. DOI: https://doi.org/10.1080/10941665.2019.1653337
[3] Asilsoy, B. 2012. A survey study on environmental consciousness in Famagusta. Social and Behavioral Science, 35(2012): 675-681. DOI: https://doi.org/10.1016/j.sbspro.2012.02.136
[4] Cao, X., Qiu, J., Wang, L., and Zhou, G. 2022. An integrative model of tourists’ pro-environmental behavior based on the dual path of rational planning and embodied emotion. International Journal of Environmental Research and Public Health, 19(13): 7910. DOI: https://doi.org/10.3390/ijerph19137910
[5] Carmi, N., Arnon, S., and Orion, N. 2015. Transforming environmental knowledge into behavior: the mediating role of environmental emotions. Journal of Environmental Education, 46(3): 183-201. DOI:https://doi.org/10.1080/00958964.2015.1028517
[6] Chen, H.S. 2015. The study of the relationship among environmental cognition, attitude, sensitivity, and behavior: the case of an eco-resort island. Journal of Safety and Security, 5(4): 352-358. DOI:https://doi.org/10.2495/SAFE-V5-N4-352-358
[7] Chiappa, D.G., and Romero, L.C. 2014. Environmental issues to profile the consumers’ attitude: A latent segmentation approach. Journal of Environmental Engineering and Management, 13(10): 2449-2457. DOI:https://doi.org/10.30638/EEMJ.2014.274
[8] Cochran, W. G. 1977. Sampling techniques (3rd ed.). New York: John Wiley and Sons.
[9] Debicka, O., and Jastrzabek, A.O. 2014. Responsible tourism in Poland. Tourism and Hospitality Industry 2014, Congress Proceedings, 2014: 189-202.
[10] Diamantopoulos, A., and Siguaw, J.A. 2000. Introducing LISREL. London: Sage Publications.
[11] Dolnicar, S, and Grun, B. 2009. Environmentally friendly behavior – can heterogeneity among individuals and contexts/environments be harvested for improved sustainable management? Environment and Behavior, 41(5): 693-714. DOI: https://doi.org/10.1177/0013916508319448
[12] Dolnicar, S., Crouch, G.I., and Long, P. 2008. Environmental-friendly tourist: what do we really know about them? Journal of Sustainable Tourism, 16(2): 197-210. DOI: https://doi.org/10.2167/jost738.0
[13] Duncan, G.S., and Martin, S.R. 2002. Comparing the effectiveness of interpretive and sanction message for influencing wilderness visitors’ intended behavior. International Journal of Wilderness, 8(2): 20-25.
[14] Duzgunes, E., and Demirel, O. 2016. Importance of visitor management in national park planning. Journal of Environmental Protection and Ecology, 17(2): 675-680.
[15] Fishbein, M.A., and Ajzen, I. 1975. Belief, attitude, intention and behavior: An introduction to theory and research. Reading: Addison-Wesley.
[16] Hoshyar, V., Behboodi, O., and Saeed, S.F.A. 2022. The impact of personal values on pro-environmental behavior. Journal of Quality Assurance in Hospitality & Tourism. DOI:https://doi.org/10.1080/1528008X.2022.2151548
[17] Jamaliah, M., Mgonja, J., Alazaizeh, M.M., and Powell, R. 2021. How does interpretive tour guiding promote tourists’ pro-environmental behaviour? Evidence from Tanzania. Tourism Recreation Research, DOI:https://doi.org/10.1080/02508281.2021.1992953
[18] Kasworm, C.E., Amy, D.R., and Jovita, M.R. 2010. Handbook of Adult and Continuing Education. Los Angeles: SAGE.
[19] Kim, M.S., Kim, J., and Thapa, B. 2018. Influence of environmental knowledge on affect, nature affiliation and pro-environmental behaviors among tourists. Sustainability, 10(9): 3109. DOI:https://doi.org/10.3390/su10093109
[20] Kollmuss, A., Agyeman, J. 2002. Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior. Environmental Education Research, 8(3): 239-260. DOI:https://doi.org/10.1080/13504620220145401
[21] Milman, A. 2019. Visitor management in highly-visited attraction. In Lessons that practitioners can learn from the U.S. theme park industry and the national parks, edited by Ady Milman, pp. 104-124. England: Routledge.
[22] Mosquera, N.L. 2016. Gender difference, theory of planned behavior and willingness to pay. Journal of Environmental Psychology, 45(2016): 165-175. DOI: https://doi.org/10.1016/j.jenvp.2016.01.006
[23] Phongkheio, N.T. 2012. Parks, recreation, and tourism. Bangkok: Kasetsart University.
[24] Phongkheio, N.T., and Sangchoey, T. 2018. Regulation compliance model of national park visitors. Humanities, Art and Social Sciences Studies, 18(3): 695-716.
[25] Robert, J.A. 1996. Green consumer in the 1990s: profile and implications for advertising. Journal of Business Research, 36: 217-231. DOI: https://doi.org/10.1016/0148-2963(95)00150-6
[26] Sanchez, M.J., and Lafuente, R. 2010. Defining and measuring environmental consciousness. Revista Internacional de Sociología, 68(3): 731-755. DOI: https://doi.org/10.3989/ris.2008.11.03
[27] Sharma, R., and Gupta, A. 2020. Pro-environmental behaviour among tourists visiting national parks: application of value-belief-norm theory in an emerging economy context. Asia Pacific Journal of Tourism Research, 25(8): 829-840. DOI: https://doi.org/10.1080/10941665.2020.1774784
[28] Stern, P.C., Dietz, T., and Kalof, L. 1993. Value orientations, gender, and environmental concern. Environment and Behavior, 25: 322-348. DOI: https://doi.org/10.1177/0013916593255002
[29] Steven, P. 2005. The Lagoon of the conscious, subconscious, unconscious: a better metaphor for understanding these terms. Retrieved November 1: 2017. Available at: http://theemergencesite.com/Theory/Consciousness-Subconsciousness.htm
[30] Sun, H., Zhang, Q., Guo, W., and Lin, K. 2022. Hikers’ pro-environmental behavior in national park: Integrating theory of planned behavior and norm activation theory. Frontiers in Forest and Global Change, 5: 1068960. DOI: https://doi.org/10.3389/ffgc.2022.1068960
[31] Tang, H., Ma, Y., and Ren, J. 2022. Influencing factors and mechanism of tourists’ pro-environmental behavior-Empirical analysis of the CAC-MOA integration model. Frontiers in Psychology, 13-2022. DOI: https://doi.org/10.3389/fpsyg.2022.1060404
[32] Tartaglia, S., and Grosbois, D.D. 2009. Comparison of tourists’ environmental beliefs and environmental behaviour. Retrieved August 12: 2017. Available at: http://ojs.acadiau.ca/index.php/ASAC/article/view/629/538
[33] Ting, D. H., and Cheng, F. C. 2014. Experiential learning and pro-environmental behavior. Retrieved January 1: 2021. Available at: http://www.inase.org/library/2014/interlaken/bypaper/EDU/EDU-09.pdf
[34] van Riper, C., et al. 2019. Integrating multi-level values and pro-environmental behavior in a U.S. protected area. Sustainability Science, 14: 1395-1408. DOI: https://doi.org/10.1007/s11625-019-00677-w
[35] Wheaton, M., et al. 2015. Using web and mobile technology to motivate pro-environmental action after a nature-based tourism experience. Journal of Sustainable Tourism, 24(4): 594-615. DOI:https://doi.org/10.1080/09669582.2015.1081600
[36] Zarei, I., Ehsani, M.D., Moghimehfar, F., and Aroufzad, S. 2021. Predicting mountain hikers’ pro-environmental behavioral intention: an extension to the theory of planned behavior. Journal of Park and Recreation Administration, 39(3): 70-90. DOI: http://doi.org/10.18666/JPRA-2020-10347
[37] *** DEQP. 2015. Green National Park. Retrieved August 21: 2022. Available at: https://datacenter.deqp.go.th/service-portal/g-green/greennationalparks/aboutgreennationalparks/
[38] *** DNP. 2012. Nature Interpretation. Bangkok: National Parks of Thailand.
[39] ***DNP.2021. Annual Report 2021. Retrieved January 1: 2021. Available at: http://portal.dnp.go.th/Content/Info_section4?contentId=30293
[40] *** IUCN. 2008. Protected Areas. Retrieved September 30: 2017. Available at: https://www.iucn.org/our-work/protected-areas-and-land-use
[41] *** Ministry of Tourism and Sport. 2017. National tourism development plan vol.2 (2017-2021). Retrieved September 30: 2017. Available at: https://www.dpe.go.th/strategic-preview-392791791799
[42] *** NPCA. 2016. What’s in national parks’ trash cans – and what you can do. Retrieved December 1: 2022. Available at: https://www.npca.org/articles/1289-what-s-in-national-parks-trash-cans-and-what-you-can-do
[43] *** Queensland Government. 2020. Best practice ecotourism development guidelines. Retrieved January 19: 2023. Available at: https://parks.des.qld.gov.au/__data/assets/pdf_file/0022/160177/eoi-best-practice-ecotourism.pdf
[44] *** SCNI. 2022. Nature interpretation – a definition. Retrieved January 1: 2022. Available at: https://www.slu.se/en/Collaborative-Centres-and-Projects/swedish-centre-for-nature-interpretation/nature-interpretation-in-sweden/definition/
[45] *** UNDP. 2009. The catalyzing the sustainability of Thailand’s protected area system. Retrieved November 1: 2017. Available at: https://www.thegef.org/projects-operations/projects/3517
Published
2023-03-10
How to Cite
AMORNWITTHAWAT, Pitoon; PHONGKHIEO, Noppawan Tanakanjana; NIEAMSUP, Thawan.
Developing Nature Interpretation and Alternative Management Strategies to Promote Pro-Environmental Behaviors among Visitors to Thailand's National Parks.
Journal of Environmental Management and Tourism, [S.l.], v. 14, n. 1, p. 261 - 271, mar. 2023.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/7648>. Date accessed: 31 may 2025.
doi: https://doi.org/10.14505/jemt.v14.1(65).25.
Section
Article
Copyright© 2025 The Author(s). Published by ASERS Publishing 2025. This is an open access article distributed under the terms of CC-BY 4.0 license.