Connecting Tourism Experience and Environmental Learning

Fang Liu, Geoff Soutar

Research output: Contribution to journalArticleResearchpeer-review


Numerous studies have claimed that ecotourism experiences promote tourist environmental learning, but little empirical evidence has been provided to substantiate the claim. This study examined ecotourism experiences’ impacts on environmental learning within outbound Chinese tourists, a key international ecotourism market. The samples were collected from 19 bus tours over a 12-month period, with respondents surveyed immediately after their visits to a well-known Australian ecotourism site. The results showed that education, thinking, relating, entertainment, sensory, and acting experiences contributed significantly to environmental learning, while aesthetic, escapism, or emotional experiences did not. Tourism operators should design effective experience strategies to facilitate environmental learning.
Original languageEnglish
JournalCurrent Issues in Tourism
Publication statusE-pub ahead of print - 7 May 2020


  • Australia
  • Ecotourism
  • Environmental Learning
  • Outbound Chinese Tourists
  • Tourist Experience

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