#oldnews: Diffusion of pro-conservation behaviors and social media in wildlife tourism

A proposed benefit of wildlife tourism is tourists’ participation in pro-conservation behaviors (PCB). Diffusion theory proposes that one’s perceived efficacy a behavior will influence rates adoption. However, empirical data on factors PCB (PEPCB) are lacking. This study evaluated experiential elements’ PEPCB, and the role social media as an emerging PCB. Data were collected from situ ex tourists (n= 475), presenting systems-level view tourism. Engagement with interpretation, attitudes, past performance did not PEPCB. suggests PEPCB favorable existing diffused throughout community. support use PCB, which widely diffused. Management recommendations for future discussed.