Petrescu-Mag Ruxandra Malina, Rastegari Hamid, Hartel Tibor, Reti Kinga-Olga, Petrescu Dacinia Crina
Department of Environmental Science, Faculty of Environmental Science and Engineering, Babes-Bolyai University, Cluj-Napoca, Romania.
Doctoral School "International Relations and Security Studies", Babes-Bolyai University, Cluj-Napoca, Romania.
PLoS One. 2025 May 20;20(5):e0324444. doi: 10.1371/journal.pone.0324444. eCollection 2025.
The present study looks at the interface of environment and culture, where High Nature Value (HNV) rural landscapes serve as a scene for a new type of tourism that creates a "biocultural tourist experience". This study aimed to develop and test a new conceptual framework that explains the tourists' behavioral intention formation by using an extended Theory of Planned Behavior. We used PLS-SEM on the data collected from a large-scale representative sample of 1007 Romanian people to predict their Intention to have a biocultural tourist experience in a HNV rural landscape. The study's results verified that the model had a satisfactory predictive power and highlighted the crucial role played by Attitude, Subjective Norms, Perceived Behavioral Control, Trust, and Values in shaping the Intention to engage in a biocultural tourist experience in a HNV rural landscape. Notably, HNV Awareness does not influence Attitude or Intention. The research uncovers the intricate elements that constitute the biocultural tourist experience, where nature and culture intertwine, creating a narrative that is as much about the natural intrinsic value of the land as it is about the lived traditions of its inhabitants and the human-nature connection. The study suggests enhancing the attractiveness and accessibility of biocultural tourist experiences. Stakeholders promoting these experiences in HNV rural landscapes should prioritize authenticity, sustainability, and alignment with cultural and environmental values to boost credibility and encourage participation.
本研究着眼于环境与文化的界面，其中高自然价值（HNV）乡村景观成为一种新型旅游的场景，这种旅游创造了一种“生物文化旅游体验”。本研究旨在开发并测试一个新的概念框架，该框架通过运用扩展的计划行为理论来解释游客行为意图的形成。我们对从1007名罗马尼亚人的大规模代表性样本中收集的数据使用了偏最小二乘结构方程模型（PLS-SEM），以预测他们在HNV乡村景观中获得生物文化旅游体验的意图。研究结果证实该模型具有令人满意的预测能力，并突出了态度、主观规范、感知行为控制、信任和价值观在塑造在HNV乡村景观中参与生物文化旅游体验的意图方面所起的关键作用。值得注意的是，HNV意识并不影响态度或意图。该研究揭示了构成生物文化旅游体验的复杂要素，在这种体验中，自然与文化相互交织，创造出一种既关乎土地的自然内在价值，又关乎其居民的生活传统以及人与自然联系的叙事。该研究建议提高生物文化旅游体验的吸引力和可达性。在HNV乡村景观中推广这些体验的利益相关者应将真实性、可持续性以及与文化和环境价值的一致性作为优先事项，以提高可信度并鼓励参与。
