Investigating the Impact of Factors Affecting the Intention to Visit Ecotourism Destinations (Case Study: Mashhad city)

Ecotourism is responsible travel to natural areas that preserve the environment and plays a significant role in improving the living standards of local people. Eco-tourism includes different types of tourism, which can be even a scientific trip or spending a weekend in the countryside or a village. All types of tourism can somehow be included in the classification of eco-tourism. In general, eco-tourism includes exploring natural and untapped environments with unique natural elements. For example, traveling in caves, mountains, waterfalls, deserts, forests, and other natural phenomena. This research aimed to investigate the effect of beneficial reference groups on socially responsible consumption, activism orientation, collectivism, and the intention to visit ecotourism. This research is descriptive-survey in terms of practical purpose and terms of data collection. The research tool is the standard questionnaire of Silva et al. (2022). 222 samples were selected by the available method from the target population. The population was people aged 15 to over 65 years old, most of whom lived in Mashhad. To measure the face validity from the experts' point of view and to check the construct validity, factor analysis, convergent, and divergent validity, Cronbach's alpha method, and composite reliability coefficient were used to determine the reliability. The total Cronbach's alpha was estimated at 0.87, which is within the acceptable range. SmartPLS software was used for data analysis. The results showed that the beneficial reference group has a positive and significant effect on socially responsible consumption, action orientation, collectivism, and the intention to visit ecotourism destinations.