The use of value-belief-norm model to investigate conservation behavior based on the participation of the ecotourism host community in Zagros forests (case study: Ghaleh-Gol forest, Lorestan)

Ecotourism is a concept which has attracted global attention in recent years and is usually associated with the concepts of natural resource conservation and rural development. Studies show that ecotourism has the capacity to improve the livelihood of the local people in a participatory management method. Therefore, a tool should be used to analyze the cooperative behavior of the host community as an environmental behavior in the natural ecosystems conservation. The purpose of this study is to investigate the conservation behavior of the host community of forest based ecotourism in forest conservation using the value-belief-norm model.

A questionnaire was used to collect research data. The questionnaire was prepared based on the value-belief-norm model and in consultation with a group of experts including forestry, rural extension, ecotourism and natural resources experts. After confirming the integrity and reliability of questionnaire, the data were collected via the face-to-face interviews. 278 completed questionnaires were used in the analysis process. Data analysis was conducted for descriptive statistics using SPSS23 software and for inferential statistics (to examine the correlation between independent and dependent variables in the form of structural equation modeling) using Smart Pls software.

Comparing the obtained values of the fit indices in Stern's value-belief-norm model with the desired values shows that these values are within the standard range. Therefore, based on the values of the presented indicators, it can be concluded that the model used to investigate the intention of the host villagers to participate in forest conservation has a good fit. Also, the findings of the research indicated that all research hypotheses were confirmed in the value-belief-norm model. The results showed that the research variables in this model are able to explain 71/8% of the host community's intention for forest conservation behaviors.

The results of the research showed that biosphere values, altruistic values, sense of responsibility and awareness of the consequences have an effect on the cooperative behavior of the host community for forest protection. Considering the relationship and interaction of people with natural resources and strong religious beliefs and teachings about the value of natural resources and respect for them among people, this issue can be used to strengthen the pro environmental behavior of forest protection and carry out protective behavior. The study highlighted a strong moral belief among the tourism host community. This issue can be used as a ecotourism based conservation tool for zagros forests.