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The New Environmental Paradigm and Nature-Based Tourism Motivation

This study examines the relationship between environmental attitudes as measured by the new environmental paradigm (NEP) and nature-based tourism (NBT) motivations based on data gathered from a national forest park in China. The results indicate that tourists' environmental attitudes are heterogeneous across all four tourism motivations. Specifically, those who are more supportive of limits to growth and who are more concerned about ecocrisis tend to have a higher desire to be close to nature, to learn about nature, and to escape from routine and issues associated with cities. In addition, those whose motivations are oriented to develop skills and abilities or seek to experience new things, environments, and social contact tend to be more supportive of the notion of human over nature. Thus, it can be concluded that environmental attitudes and NBT motivations are closely and positively related. Research limits, theoretical and practical implications, and future research needs of the study are discussed.