Enhancing Quality of Life through Sustainable Ecotourism: A Study of Destination Image Perception Among Chinese Youth in the Digital Media Era
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Abstract
This study aims to analyze the current state of ecotourism destination image perception, investigate the influence of cognitive factors and new media involvement, and propose a strategic framework for sustainable tourism governance. The research employed a quantitative methodology, utilizing a structured questionnaire as the primary research instrument. Data were collected from a sample of 401 Chinese youth who are primary consumers of new media and ecotourism through an online survey platform. The research instrument’s validity was verified by expert consensus (IOC), and reliability was confirmed through Cronbach’s Alpha. Statistical analysis was performed using Multiple Linear Regression and Structural Equation Modeling (SEM) to test the proposed hypotheses and model fit.
The results indicated that 1) The current state of ecotourism destination image perception was found that the facility awareness (FAC) of ecotourism destinations have a significant positive influence on the cognitive image (CI) of the tourism destination, 2) The influence of cognitive factors and new media involvement was searched that the experience quality(EQ) of ecotourism destinations has a significant positive impact on the affective image (AI) of the tourism destination and the Media Involvement (MI) in relation to ecotourism destinations, and 3) Propose a strategic framework for sustainable tourism governance was met the cognitive image (CI) of ecotourism destinations has a significant positive impact on the destination image (DI) of the tourism destination and the affective image (AI) of ecotourism destinations. The study concluded that the "Dynamic Circulation of Perception" is essential for sustainable tourism governance.
It suggests that enhancing quality of life through ecotourism requires a dual-track policy: strengthening environmental protection laws to preserve natural assets and implementing ethical digital regulations to ensure information integrity. Finally, integrating safety, the environment, and digital transparency is essential to promoting sustainable lifestyles and long-term well-being for future generations.
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- บทความหรือข้อคิดเห็นใดๆ ในวารสารคุณภาพชีวิตกับกฎหมายเป็
- กองบรรณาธิการไม่สงวนสิทธิ์
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