Introduction

Ecotourism is a form of tourism that focuses on nature, sustainability, and educational value (Blamey, 1997, 2001; Weaver and Lawton, 2007). It emphasises conservation, education, traveller responsibility, and community involvement. Ecotourism in China has been gaining popularity as more individuals engage in sustainable and ethical forms of travel. Ecotourists visit natural regions to observe, learn about, and conserve the environment while minimising their influence. They differ from typical tourists in their environmental commitment and ethical travel behaviours because they focus on sustainability and education. Based on information from the Chinese government, the number of tourists who visited protected natural regions, unique forest and grass parks, state-owned forest farms, and state-owned forest areas in China in 2021 has surpassed 2 billion. These participants typically consist of people who are strongly concerned about the environment and enjoy exploring nature. These individuals frequently possess a high level of education and financial stability, enabling them to travel to isolated regions in China with significant environmental value.

For many ecotourism participants in China, the journey is not just about the destination. It is a personal quest for growth and self-discovery, a journey that inspires and motivates (Marra, 2010). They feel a deep connection with nature and a responsibility to protect the environment for future generations. Their experiences in ecotourism are not just about sightseeing and experiencing but also about challenging themselves, changing the original conceptual framework, and gaining a new perspective on the world. By immersing themselves in nature and practising sustainable travel, they develop a deeper connection to the environment and a greater empathy for the natural world.

Meaningful life events, which we refer to as ‘significant life events’ (SLEs), greatly influence how people view the world, what they believe in, and how they act, especially when choosing an eco-friendly travel style. These events could be any experience from outdoor time, cultural exchanges, or moments that change one’s perspective on the environment for the better. For those participating in ecotourism in China, these SLEs often spark their interest in travelling sustainably and supporting conservation efforts. Furthermore, these critical life events affect individual choices and influence the people around them and their communities, empowering and engaging them. Participants talked about how their ecotourism experiences led to discussions with friends and family about environmental issues, which led to group efforts to support conservation projects. So, understanding how these life events shape ecotourists’ actions can give us valuable insights into making tourism more sustainable in China and elsewhere.

Therefore, by focusing on the research question of “what are the key life experiences that contribute to the interest in and commitment to ecotourism among Chinese individuals?” the research aims to identify and categorise the significant life experiences (SLEs) that lead Chinese individuals to engage with ecotourism, looking for patterns or commonalities among these experiences. The study will explore the personal motivations and values influencing their decision to participate in ecotourism by conducting detailed interviews with ecotourists and employing qualitative research methods.

Literature review

Ecotourists are crucial participants in ecotourism endeavours. Several researchers have conducted extensive research and discussed ecotourism from various perspectives. According to Eagles (1992), ecotourists are inclined to visit undisturbed natural environments to engage in activities that involve viewing, experiencing, and comprehending nature. According to Ballantine and Eagles (1994), true ecotourists should allocate 33% of their time to ecological travel, encompassing acquiring knowledge about nature through tourism and drawing motivation from scenic attractions to explore undeveloped areas. According to Page and Dowling (2002), ecotourists prefer products and activities associated with ecotourism. Ryan et al. (2000) highlight that ecotourists emphasise engaging in contact with nature. Zhong et al. (2016) and Zeng et al. (2014) emphasise the ecological accountability of individuals participating in ecotourism. According to Lu and Wang (2018), ecotourists intentionally limit their actions, which helps to safeguard the natural environment and local culture.

Studies have primarily examined the distinctions between ecotourists and conventional visitors regarding aspects of ecotourism. Zhang et al. (2018) identified several characteristics of ecotourists: (a) Ecotourists are primarily young and middle-aged individuals; (b) They tend to have higher levels of education and income; (c) They do not prefer any particular season when it comes to travelling; (d) They demonstrate a vital concern for environmental protection daily; (e) They prefer unique accommodation options like homestays to conventional hotels.

Eagles (1992) also noted that in contrast to regular tourists, ecotourists exhibit more significant concern for the natural environment and are more inclined to learn about nature during their travels. Additionally, they demonstrate a greater willingness to engage in outdoor activities daily. Furthermore, ecotourists prefer experiences near nature, as Orams (1997) stated. Additionally, they possess a greater environmental consciousness and a heightened eagerness to engage in activities than regular visitors, as Weaver and Lawton (2002) noted. Similar patterns of thought and behaviour have been observed by other researchers, as documented in Table 1 (Weaver and Lawton, 2007; Lv, 1998; Tang, 1998; Li and Zhang, 1999; Eagles and Cascagnette, 1995; Perkins and Brown, 2012; Fennell, 2003; Zeng et al., 2014; Maleski, 2016).

Table 1 Comparison between ordinary tourists and ecotourists.
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Therefore, the significant difference between ecotourists and regular tourists is evident in their outward behaviours and internal motivations, reflected in their attitudes and opinions towards the natural environment and their deliberate efforts to address environmental issues. The former relates to tourists’ attitudes towards the environment, while the latter pertains to their actions towards the environment. Fundamentally, the differences between ecotourists and conventional tourists are rooted in their attitudes and behaviours towards the environment. However, the inclination towards tourism, the attitude towards the environment, and ecotourists’ behaviour are not innate. Throughout an individual’s life, various significant elements will shape their identity as ecotourists, influencing their tourism motive, environmental attitude, and environmental behaviour. Numerous studies have been conducted on the determinants influencing tourists’ ecological behaviour. An empirical investigation involving 555 participants demonstrated significant associations between ecological beliefs and the inclination to support ecotourism services, which include environmentally friendly accommodations, guided nature tours, and conservation projects, thereby influencing ecotourism behaviour financially.

While existing studies have revealed connections between ecological beliefs and ecotourism behaviours that impact overall life satisfaction (Hwang and Lee, 2018), they often overlook the ‘first cause’ aspects. These aspects could influence an individual’s future motivation for tourism, attitude towards the environment, and behaviour towards the nature at different life stages. This study aims to fill this gap by conducting a comprehensive investigation into the typical ecotourists in China’s ecotourism activity groups. By gaining insight into the ‘significant life experiences’ influencing their decision to become ecotourists and identifying the factors contributing to ecotourism formation, we aim to provide valuable insights with practical implications for future research and developing ecotourism strategies.

Materials and methods

The study utilises qualitative research approaches to discover the behaviours, motives, and attitudes of people engaging in environmentally conscious tourism. Unlike quantitative procedures, which require a large sample size and financial resources, qualitative approaches have a distinct advantage in thoroughly and insightfully understanding human viewpoints and complex reasons without relying heavily on resources.

For this research, we will utilise approaches similar to those employed by academics in ecotourism studies. Cheng and Wang (2012) effectively used numerous interviews to comprehend the motivations of Chinese ecotourists, demonstrating the effectiveness of qualitative methodologies in capturing intricate and culturally unique reasons. A study by Jennifer and Baum (2007) utilised qualitative interviews to get valuable insights into the ecotourism experiences of tourists in Sabah, Malaysia. This technique demonstrated a nuanced understanding of the subject matter.

The study will employ qualitative methodologies such as semi-structured interviews, participant observation, and thematic analysis. These methods allow us to uncover ecotourists’ core principles and inherent drives, which more rigid quantitative methods may overlook. By emphasising qualitative data, we aim to gain a deeper grasp of the intricacies of ecotourism experiences and perspectives.

This study employs the significant life experiences (SLE) as its research methodology, suggesting that crucial life experiences can lead to specific outcomes and shape a cohesive life narrative. This framework has significantly impacted environmental education and behaviour studies by assisting in identifying and analysing the components that foster positive environmental attitudes and behaviours. For instance, researchers have utilised this framework to investigate the impact of individuals’ relationships with nature on their pro-environmental behaviours, such as studies conducted by Caplow and Thomsen (2019), Shih-Jang (2002), and Li and Chen (2014).

Using judgement sampling to select representative ecotourists is a deliberate decision in this qualitative research to obtain profound insights rather than generalising findings to a broader population. This approach efficiently guarantees that the sample accurately represents the essential qualities required to address the research issue (Marshall, 1996). In this study, judgement sampling enables researchers to deliberately choose people who possess substantial knowledge and expertise in ecotourism. This approach is well-suited to the exploratory and interpretive nature of this study. It is especially beneficial when the study seeks to investigate intricate behaviours, motivations, and attitudes only displayed or comprehended by experienced participants. Judgement sampling can improve the data quality by selectively selecting individuals who are highly likely to offer valuable, pertinent, and varied information. By choosing participants with a strong presence in the relevant environments, this approach guarantees that the participants are authentically involved and committed to ecotourism, thereby increasing the likelihood of providing more perceptive and comprehensive comments.

Identify potential participants

With the research aims in mind, our study focuses on the active participation of Chinese individuals in ecotourism. Their experiences and the factors that drive their consistent engagement with ecotourism are crucial for understanding consumer motivations and behaviours. Therefore, the sampling range for this study was carefully selected, consisting of participants actively involved in ecotourism programmes in China. The current survey, conducted by the Nationwide Nature Education Network and the Chinese Society of Forestry from 2021 to 2023, revealed that China hosts nearly 20,000 ecotourism programmes, with approximately 40% of these located in Beijing, Guangdong, and Sichuan.

The researchers investigated 797 ecotourism projects (N = 320 in 2021, N = 407 in 2022, and N = 70 in 2023) over three years, utilising the National Nature Education Network, the Chinese Society of Forestry, and the Ministry of Ecology and Environment relevant platforms. Based on specific criteria, including having a well-defined and sustainable ecotourism objective, nationwide implementation of activities, and voluntary participation in the study, a programme that met these criteria was identified as the primary focus for this exploratory study.

Introduced to mainland China in 2011, the programme has significantly influenced the concept of outdoor activities that ‘leave no trace’. With its clear ecotourism value standard and code of conduct, it has evolved into a widely recognised ecotourism programme in China. The participants in this programme, all self-identified as ecotourists, have grown to approximately 85 senior members and thousands of participants. This programme’s impact underscores the significance of our study and its potential to contribute substantially to ecotourism in China.

Evaluate and select participants

Our participants, a group of 20 voluntary individuals, have achieved high scores on the Environmental Attitude and Behaviour questionnaire, underscoring the importance of our findings. They have actively engaged in ecotourism activities for at least five years, demonstrating a long-term commitment to the sector. Under the guidance of programme leaders, these individuals were chosen from a pool of 85 senior members. We extended invitations to them to participate in completing the questionnaire. This questionnaire is divided into two sections: one for measuring attitudes and another for measuring behaviours. In total, it comprises 22 items. We collected all 20 surveys and deemed them all valid. The questionnaires were used to calculate the scores on attitudes and behaviours towards the ecological environment. We used Schultz’s three-factor Environmental Attitude Scale to measure self-interest, altruism, and ecological orientation. The references for this scale are Wesley Schultz and Zelezny (1999) and Hungerford (1992). Previous examinations of ecotourists indicate that those who achieve high scores on this questionnaire are reflective of typical ecotourists. We then selected eight individuals who scored higher on ecological orientation than the average for a more in-depth interview. Table 2 presents the specifics of the eight interview participants.

Table 2 Basic information of interview participants.
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Collecting materials

We conducted face-to-face, semi-structured interviews with eight selected ecotourists, ensuring a thorough approach. We notified the interviewees via telephone about the objective and methodology of this research before the interviews. They agreed to participate in an in-depth interview by providing their consent and confirming the interview time and location. Furthermore, we delivered the interview plan to them once we confirmed the interviews, allowing ample time for information retrieval. We instructed the interviewees to meticulously contemplate and record the essential elements to enhance the thoroughness and precision of the interview content.

The interviewer followed a pre-established interview framework with the interviewees’ consent, ensuring a structured and comprehensive approach. An audio recording device documented the entire process. The interview technique utilised the semi-structured interview style, designed to be flexible, allowing for changes in question order and expression of interview content to ensure the interviewees’ comfort. This approach created a natural and seamless atmosphere during the interviews, rather than a rigid word-by-word approach. The interview procedure afforded the interviewees ample time to accurately and thoroughly recollect their memories in an unrestricted environment, thereby enhancing the interview’s credibility.

After each interview, we promptly transcribed the interview data to address any uncertainties and gain a deeper understanding of unresolved issues. We then emailed each interviewee the document containing the information they discussed during the interview to verify its accuracy. Once we confirm that the text is free of errors or alterations, we ask the interviewee to respond and notify us via email. This rigorous validation process ensures the accuracy and integrity of our research.

In addition to interview materials, we supplemented our research with various additional resources. These included diaries, notes, and online blog postings from eight subjects, all obtained with their consent. This comprehensive approach, which involved a wide range of data, enriched our research and provided a more holistic view of the ecotourism experience.

Encoding and analysing materials

We converted all interview materials into text and then proceeded with encoding and analysis. Encoding and analysing materials includes transcribing the interview’s verbal content and identifying the fundamental concepts. These key concepts are then synthesised into a central theme based on the conclusions drawn and the organisation of the materials.

The interview materials were initially organised and then read and marked. The sentences that related to experiences of connection with nature were underlined.

For example, “When I was little, hares and pheasants were everywhere in the fields of my hometown; sparrows were always chirping. As I grew up, the chirping was hard to hear, and small wild animals were hard to see. The river where my friends and I used to play was getting muddy and dried up eventually!”

This paragraph was analysed and interpreted. A preliminary concept was put forward close to the SLE influencing factor classification.

For example, “When I was little, hares and pheasants were everywhere in the fields of my hometown; sparrows were always chirping. As I grew up, the chirping was hard to hear, and small wild animals were hard to see. The river where my friends and I used to play was getting muddy and dried up eventually.” (frequent exposure to nature).

After completing the tasks of reading, marking, evaluating, and interpreting the materials, researchers formulated a series of initial notions for encoding. The purpose of the design for encoding the contents was to enhance the convenience of analysing and tracing the original materials in the future. The encoded contents encompassed the research subject’s code name, interview time, and the serial number of the classified item. Table 3 presents the specific identification numbers for various materials.

Table 3 Coding of different materials.
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For example, “When I was little, hares and pheasants were everywhere in the fields of my hometown; sparrows were always chirping. “As I grew up, the chirping was hard to hear, and small wild animals were hard to see. The river where my friends and I used to play was getting muddy and dried up eventually.” (frequent exposure to nature) (FIa20210314-E1.1).

We compared their work to that of encoding helpers after the initial encoding process of the significant components in the materials. Then, we subjected them to a second round of encoding to enhance the research’s validity.

After completing the initial three steps, we condensed and contrasted the interpreted concepts with various materials to identify any similarities or differences between the concepts or themes of the materials. This process allowed for a deeper understanding of the connections between different concepts and facilitated refining or summarising concepts and themes. Ultimately, each analysed unit for every participant was appropriately categorised. Following the code-logging process, the next task involved examining the coherence of the original contents about specific themes or related notions.

Reliability and validity

This research is exploratory, aiming to assess the extent of the topic and determine potential areas for further investigation. While we may have yet to thoroughly examine all aspects of a notion, our approach ensures a comprehensive, pertinent, and varied collection of viewpoints from a substantial number of participants. These viewpoints question and enhance the theoretical framework, thereby ensuring the strength and thoroughness of theoretical conclusions, and should instill confidence in the validity and dependability of the study findings.

To ensure the accuracy and credibility of the study, we employed the triangulation method. Two researchers conducted the four processes above concurrently, which included data collection, analysis, interpretation, and verification. We verified the results through cross-checking and subsequently generated the definitive codes. This procedure ensures the precision of the materials and the dependability and soundness of this research. To bolster the quality of the interview questionnaire, we conducted a preliminary survey, which allowed us to modify the questionnaire promptly based on feedback from the respondents. Subsequently, we sought the expertise of specialists in pertinent domains, such as environmental education and tourism geography, to rectify, refine, and enhance the questionnaire.

We chose an ecological tourist to conduct a trial interview before the official one. As a potential participant in the study, the ecological tourist provides unique insights from a participant’s perspective, which are crucial for understanding the effectiveness of the research methods and the quality of the study.

Findings

According to the interview results, the elements that impact the development of ecotourists were categorised into ten distinct groups, as presented in Table 4 below. The ten factors examined the respondents’ encounters with influential individuals, events, and objects that shaped their attitude towards nature and motivated them to take actions to safeguard and enhance the environment of tourist destinations during their visits in early age and childhood, youth, and college years, and adulthood and professional life.

Table 4 Classification items of significant life experiences.
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The life chronology of the elements influencing the formation of ecotourism is visible based on the distribution of the ten influencing factors in the different life periods of the individuals in Table 5. In addition to the findings that Chawla (1999) and Shih-Jang (2002) documented, we also find that participants mentioned only E1 and E2 regarding their childhood and foundational education. E1, being more notable, underscores the importance of early influences. We identified seven factors during their school education: E4, E5, E6, E8, E3, E9, and E10. The influence of each component was almost equal, without any one factor dominating over the others. Upon their integration into social circles, the discussion revolved around five specific factors: E3, E5, E7, E8, and E9. Notably, E3 had a very significant and influential impact.

Table 5 Influence of life courses on the cultivation of ecotourists.
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Discussion

The findings from this research elucidate a rich landscape of factors contributing to the transformation of general tourists into dedicated ecotourists. This transformation is driven by a complex combination of external factors that work through various mechanisms to alter personal cognition, empathy, beliefs, and behaviour towards environmentally responsible tourism. The implications and importance of these findings in shaping future research and policy and the potential for transformation through environmental workshops and activities will be discussed.

Organisational involvement is crucial, indicating that being associated with environmental groups or engaging in organised conservation activities can significantly influence an individual’s commitment to the environment. Most interviewees saw the influence of organisational variables as the main element that caused a shift in their environmental attitudes and actions. Perterson (1982) initially identified organisational aspects in their research on essential life experiences, specifically focusing on environmental organisations. Moreover, Chawla (1999) believed that organisational elements exerted the most significant influence and emphasised the role of organisational variables in the critical life experiences of ecotourists. Simultaneously, it is worth mentioning that more respondents reported being influenced by organisational elements after completing their school education and transitioning into society. However, they acknowledged this less frequently throughout higher education and did not refer to it during primary education. It suggested that life experience in relevant organisations is the key factor affecting the formation of ecotourists, but this influence is more concentrated after ecotourists enter social life as adults. Concerning specific activities of the organisations, all interviewees reported that the workshops they participated in, which included hands-on activities, provided them with a comprehensive understanding of ecotourism. As a result, they expressed a strong commitment to actively applying this knowledge to their outdoor experiences. Furthermore, the workshops and events significantly influenced the respondents’ values, prompting them to modify their initial environmental attitudes and behavioural motivations. Therefore, organisational factors play a decisive role in the formation of ecotourists. In particular, workshops and events provided by the organisation gave the participants a systematic understanding of ecotourism and the willingness to practice it, awakening the environmental awareness of the participants and encouraging them to cultivate their original environmental awareness into rational thinking of environmental ethics, reconstructing the values of participants and encouraging them to change their original environmental attitudes and behavioural motivations. In conclusion, the feedback from the interviewees illustrates the transformative potential of well-designed environmental workshops and activities. These programmes impart knowledge and reshape attitudes, transform values, and inspire responsible behaviours, thus playing a vital role in cultivating informed, committed ecotourists.

Experiential learning is also crucial in promoting environmental awareness and consciousness, as it involves direct interaction with nature and is considered one of the most influential factors. Past research has shown that exposure to nature significantly shapes environmental behaviour, regardless of age, race, or gender (Chawla, 1999; Shih-Jang, 2002). These studies demonstrate a parallel scenario where the development of ecotourists is intricately linked to their exposure to the natural environment. However, our findings also show that interacting with the environment is primarily significant during the respondents’ early years, with no mention of its influence during higher education and social life stages. Therefore, the study reinforces that a person’s views and actions towards the environment can significantly change when fully immersed in nature, making it a strong case for integrating experiential learning into environmental education, especially during childhood.

The impact of mass media in shaping environmental attitudes and behaviours is significant. Documentaries, news, and other media content have the potential to be potent instruments in promoting environmental advocacy. They can reach a broad audience and shape their opinions and actions towards more sustainable practices. There are few reports in Western studies on the impacts of communication media on ecotourists. However, this study’s participants’ reference rate on “mass media” is comparable to the “education” variable. It implies the favourable effect of China’s environmental protection advertising and education on the public. Moreover, the interviewees exclusively mentioned the influence of these factors during the period of higher education and social life. It indicates that these factors will have a more significant impact only when individuals possess robust rational thinking skills, has developed a more mature perspective on the world and life, and can evaluate and analyse environmental changes and their underlying causes. China’s urban and rural environmental conditions and the media’s coverage of environmental issues have experienced significant transformations since the 1970s. Most of the participants fell within the age range of 40 to 50 years. They have witnessed this shift, which contributes significantly to their life experience.

On the other hand, “environmental concerns” also have essential impacts on the cultivation of ecotourists. This study’s respondents suggest that “environmental concerns” play a role in higher education and social life, and the impact is more pronounced at the higher education stage. Adverse occurrences in a person’s nearby surroundings, such as pollution or biodiversity decline, serve as direct incentives for individuals to participate in ecotourism, possibly in response to witnessed environmental deterioration. This feature highlights the possibility of utilising local environmental concerns as instructional and motivational instruments within communities to stimulate interest and engagement in conservation. The emotional response of anxiety and disgust towards environmental disasters, pollution, and related issues significantly influenced the development of individual environmental attitudes and behaviours (Shih-Jang, 2002; Tanner, 1980). This emotional impact may resonate with ecotourists and strengthen their commitment to positive environmental actions. However, the effectiveness of these experiences also depends on specific conditions. Changes in the local environment obliterate individuals’ cherished recollections, leading to anguish and bitterness, prompting them to engage in proactive measures. Such personal development necessitates a firsthand experience with environmental shifts and the capacity to perceive, evaluate, scrutinise, and contemplate these changes. The experience and capacity often stem from significant challenges when individuals who have never ventured beyond their place of origin relocate from their hometowns to pursue further education or engage in social activities. Therefore, the participants mainly addressed unfavourable living experiences in higher education and social interactions.

Education is crucial in shaping individuals’ environmental attitudes and behaviours. Nevertheless, it is essential to mention that the impact of educational attributes on the respondents could have been more substantial. Less than 50% of the participants recognised that their advanced educational background impacted them, particularly in formal education. No one mentioned the impact of informal educational factors, such as activities from museums, natural reserves, and after-school programmes. Therefore, the study shows that elementary, secondary, and out-of-school education components severely limited the impact on the growth of ecotourism. Shih-Jang (2002) argues that the primary and secondary education systems place less emphasis on teaching social citizenship responsibilities and obligations since they prioritise entrance examinations to higher education. This circumstance highlights the severe need for quality environmental education in the school system. The focus on environmental education recently has grown significantly due to intensified education reform efforts and advancements in ecological civilisation, which may lead to a notable change in China’s existing situation. Meanwhile, the lack of informal educational elements in the ecotourism development is particularly noteworthy. Non-formal education is an essential component of lifelong educational systems, and its integration is urgent to shape a more environmentally conscious society. Contrary to conventional schooling, it prioritises the development of individual initiative, a sense of responsibility, and moral and value systems. It should have substantially influenced the growth of people prioritising environmental awareness, particularly those involved in ecotourism. Researching methods to utilise the distinct advantages of non-formal education and amplify its impact on the development of ecotourism is a potential field of study for the future.

In this study, significant others did not include teachers or professors the participants had contact with during their formal education. Hsu (2009) has indicated that others who typically possess unique personality traits and exceptional emotional attractiveness are crucial in motivating and sustaining individual environmental attitudes and behaviours. Nevertheless, this study revealed a different result, which is that the impact of others needs further research. Only 25% of the participants acknowledged that significant others had impacted them during their higher education and social interactions. Thus, China still needs exemplary, typical, and followable models of ecotourism practices, and relevant organisations need to take a more proactive approach to increasing public influence and reinforcing the impact of their efforts that will enable the public to understand better, identify with, and actively participate in ecotourism activities.

Like significant others, Chinese families highlight the social dimensions of ecological responsibility in shaping environmental behaviours. Peer and family norms and values can significantly influence environmental attitudes and behaviours, underscoring the importance of community-focused environmental initiatives. Family influence primarily comes from the words and deeds of parents or other relatives. Tanner (1980) suggested that the family was considered one of the critical factors in forming environmental attitudes and behaviours. However, this study mentioned it only once when respondents stated the influence of childhood and primary education. Hence, the Chinese family needs to enhance its impact in developing ecotourism behaviour. With the rise of parent-child nature education activities in China in recent years, whether this phenomenon has changed remains to be further observed.

The connection between one’s professional role and commitment to the environment underscores the integral link between ecotourism and broader socioeconomic issues. There is a widespread belief that occupational considerations significantly shape an individual’s environmental attitudes and behaviours. Engaging in jobs connected to the environment can enhance the development of these attitudes and behaviours. For instance, a cross-cultural study indicates that individuals aged 30 and above with accumulated job experience are more influenced by their occupation in shaping their environmental behaviour (Palmer et al., 1998). Nevertheless, this study suggests that occupation has a minimal impact on the emergence of individuals who engage in ecotourism. Even individuals involved in environmentally-focused professions, such as recycling, waste management, pollution control, transportation, land use planning, nature conservation, and environmental education, do not perceive their occupation as a significant influence on their environmental behaviour (Chawla, 1999). This study partially challenges the prevailing belief that a direct association exists between work expertise in environmental fields and environmental conduct.

This study’s low mention rate of social justice factors deserves profound reflection. From the social ecology perspective, achieving social and environmental justice should be the fundamental direction of environmental education and a significant driving force for ecotourism. However, this study finds that only a few Chinese ecotourists agree with this approach and report no significant impact on their belief and behaviour. Conversely, “social justice” impacts Western environmental actors more (Chawla, 1998). In this case, China’s environmental actors may be mainly motivated by “experience,” “feeling,” and other personal and subjective driving forces rather than by rational knowledge like Western environmental actors. Incorporating social equity into environmental sustainability efforts can strengthen the commitment to both causes. It also highlights the need to integrate social justice with environmental initiatives in China.

Conclusion

Our study underscores the profound and transformative power of ecotourism experiences, shaped by a complex interplay of external influences. It identifies ten distinct life events that significantly impact ecotourism development, with the organisation being the most striking factor. Numerous significant factors highlight the complexity of the metamorphosis into an ecotourist. This process, far from being straightforward or linear, involves multiple facets where external forces interact with personal internal mechanisms. These external variables influence individuals’ cognition, empathy, and beliefs, which are crucial in changing their reasons for travel. As tourists’ subjective viewpoints change, there is a noticeable increase in their concern for the environment and a trend towards adopting more responsible and sustainable actions, inspiring hope for the future of ecotourism.

With its exploratory approach, this study enhances our comprehension of ecotourist behaviour. It demonstrates that ecotourism is not solely influenced by individual experiences but rather by a complex network of relationships across many aspects of life. It promotes a more comprehensive approach to theoretical frameworks of behaviour modification in tourism research, specifically in studies investigating the shift from conventional to ecotourism-oriented behaviours. Identifying several elements, including organisation, media impact, and social justice, in developing ecotourist attitudes could entail incorporating perspectives from psychology, sociology, media studies, and environmental science, stimulating intellectual engagement, and strengthening the resilience of ecotourism theories. The interdisciplinary approach of the study should engage the audience and stimulate their intellectual curiosity, making them feel more connected to the research.

The study also has specific practical implications. Tourism operators and environmental educators can enhance the effectiveness of ecotourism programmes by focusing on the ten specified areas. Prior research has demonstrated that exposure to natural environments significantly influences individuals’ environmental attitudes and behaviours (Chawla, 1999; Peterson, 1982). Tanner (1980) asserted that environmental educators can thoroughly examine the possibility of replicating identifiable and significant educational experiences if they have the necessary impact to change environmental attitudes and actions in adulthood. For instance, integrating content that specifically tackles local environmental issues or introducing elements of social justice can enhance the ecotourism experience, leading to a more significant impact. Considering the significant impact of mass media, establishing strategic alliances with media organisations could prove advantageous in promoting ecotourism and fostering environmental responsibility. Customised marketing has the potential to alter public opinions and promote the adoption of more environmentally friendly tourism practices. Unpleasant experiences in one’s living environment can stimulate curiosity in ecotourism to seek refuge or inspire courage to address environmental issues. Increasing local ecotourism prospects makes it possible to fulfil tourists’ need for natural experiences and efficiently tackle local environmental challenges. These practical implications equip the audience with actionable insights, making them feel informed and ready to make a positive impact in their respective fields.

The policy implications are readily apparent. Educational institutions are crucial in promoting environmental responsibility from a young age. The study found that the impact of various influences on the respondents varied across different stages of their lives and suggests that a combination of several life events influences the development of ecotourists. However, during mutual influence, life experiences that can significantly impact at various points in time are not uniform. During higher education, the elements that influence the development of ecotourists become increasingly varied, making it challenging to identify the primary factors.

Nevertheless, while examining the interviewees’ life histories, it becomes evident that organisational variables play a paramount role in shaping individuals into ecotourists. Environmental organisations significantly impact the development of environmentally conscious individuals (Chawla, 1999; Hsu, 2009). However, the influence of organisational variables primarily occurs through structured educational programmes and training. Collins et al. (2020) confirmed the positive impact of educational interventions on environmental learning. Shih-Jang (2002) and Li and Chen (2014) conducted previous research on Chinese college students and members of environmental protection groups, which aligns with this finding. Luzar et al. (1998) have shown that educational activities can enhance people’s environmental attitudes and potentially increase the number of individuals engaging in ecotourism. Implementing environmental education policies into school curricula can establish a solid basis for future ecotourist behaviours. In addition, implementing adult education through community workshops or continuing education courses has the potential to attract a broader range of participants. Policymakers should contemplate offering incentives to tourism enterprises that embrace sustainable practices and significantly contribute to the local environment and community. These possibilities include tax incentives, funding for sustainable infrastructure construction, and assistance in promoting ecotourism projects.

The study persuasively argues that a wide range of external stimuli influences the development of ecotourists, shaping their interior thoughts and actions towards the environment. Acknowledging and utilising these factors makes it possible to convert regular tourists into dedicated ecotourists, contributing to the overall objectives of environmental preservation and sustainable growth. Ultimately, the research demonstrates that becoming an ecotourist is intrinsically intricate, influenced by various experiences that firmly embed a sense of environmental responsibility into one’s identity and behaviours. Gaining a comprehensive understanding of these dynamics provides valuable insights that can help us improve the design of educational and policy interventions to encourage more environmentally conscious tourists. The research findings guide nurturing ecotourists and present a potential approach for advancing general environmental education.

Although the study shows potential, it encounters obstacles such as guaranteeing the inclusion of a diverse range of individuals and understanding the intricate relationship between several elements that impact ecotourism behaviours. Furthermore, assessing the enduring effects of profound life events on behaviours may pose difficulties due to the subjective character of personal experiences and the myriads of extrinsic factors that shape individual behaviours. This work has the potential to stimulate further investigation in other domains. Longitudinal studies can delve into the enduring nature of ecotourism behaviours over time. Comparative studies can explore variations and commonalities in the motivations of ecotourists across diverse cultural or national contexts. Additional research might investigate the impact of developing technology and social media on the preferences and behaviours of ecotourists. To summarise, the study aims to enhance our comprehension of the individual and societal elements that have the potential to influence multiple domains, such as policy-making and educational methods. The potential for further investigation in these areas should spark researchers’ curiosity, inspiring them to delve deeper into these fascinating topics.