The New Environmental Paradigm and Nature-Based Tourism Motivation

Most previous research involving environmental attitudes and NBT or ecotourism has primarily focused on (1) descrip-tive analysis of tourists ’ NEP scores (e.g., Grybovych et al. 2005), (2) the relationship among attitudes toward the envi-ronment, activities pursued by visitors (e.g., Luzar et al. 1995), and their trip and socio-demographic characteristics (e.g., Uysal et al. 1994), (3) changes in tourists ’ environmental atti-tudes as a result of the implementation of environmental edu-cation or interpretation programs (e.g., Lee and Moscardo 2005), and (4) the relationship between tourists ’ environmen-tal attitudes and their tourism-related environmentally friendly purchasing behavior (e.g., Wearing et al. 2002) or general eco-logical behavior (Wurzinger and Johansson 2006). However, a recent tendency shows that researchers are increasingly inter-ested in identifying and segmenting ecotourists by their socia