UBB_Quantitative data_Biocultural Tourism

Within WP2, “Case studies of transformative biodiversity practices”, UBB developed a questionnaire. The objective is to observe what variables influence the intention to have a biocultural touristic experience in a High Nature Value (HNV) area. The dependent variable is the “intention to have a biocultural touristic experience in an HNV area”. In developing the questionnaire, we started with the variables included in Ajzen’s Theory of Planned Behavior (attitude, subjective norm, perceived behavioral control, and intention). We extended the original model by adding the following variables: knowledge, awareness of HNV, values, trust in the authenticity of the biocultural experience, perception of the contribution of a touristic experience in HNV, and demographics. The questionnaire serves as a tool for the BIOTraCes community and beyond. It provides a data-driven foundation for understanding and influencing tourists’ intentions and promotes sustainable and transformative biodiversity practices in HNV areas.