Factors Affecting Conservation Behavior of Early Adults in Natural Tourist Sites
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Abstract
The purposes of this research were 1) examine the conservation behavior of early adults in natural tourist sites; and 2) analyze the factors affecting nature conservation behavior among early adults. A quantitative research approach was employed, with a target population of tourists aged 19–25 years. A total of 485 participants were selected through purposive sampling. Data were collected using an online questionnaire, which demonstrated a reliability coefficient of 0.84. Statistical analyses included frequency, percentage, mean, standard deviation, discriminant analysis, Fisher’s F-statistic, Wilks’ Lambda. The results revealed that conservation behavior among early adults in natural tourist sites could be categorized into five groups: Very Good (25.57%), Good (61.03%), Moderate (12.17%), Fair (1.03%), and Needs Improvement (0.20%). Furthermore, lifestyle was found to be a statistically significant factor influencing conservation behavior at the 0.05 level.
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