Abstract

Nature-based tourism experiences have the potential to inspire visitors to adopt conservation behaviours that protect natural environments; however, to have global effect on environmentally sensitive areas such as the Great Barrier Reef, we may need to expand this influence to beyond just visitors. One way to reach large audiences is through digital technology. Virtual reality is becoming increasingly popular due to its ability to replicate reality effectively, accordingly, this study employed a quasi-experimental design (N = 114) to compare the impact of a real versus a virtual nature-based marine tourism experience on participants’ intentions to engage in conservation behaviours. The study reveals that a nature-based tourism experience delivered via 360-degree VR technology has the potential to be as effective as a real-life experience when seeking to influence conservation behaviours. Further, this study reveals that the effectiveness of both types of experiences is not enhanced by the addition of interpretive content. Implications for the design of both virtual and real nature-based experiences targeting behaviour change are presented, and suggestions for future research exploring the design and delivery of interpretation discussed. The potential for using VR to engage wider audiences and prompt widespread behaviour changes is also highlighted.

摘要

基于自然的旅游体验有可能激发游客采取保护自然环境的保护行为；然而，为了对大堡礁等环境敏感地区产生全球影响，我们可能需要将这种影响扩大到不仅仅是游客。接触大量受众的一种方法是通过数字技术。虚拟现实因其有效复制现实的能力而变得越来越流行，因此，本研究采用准实验设计（N = 114）来比较真实与虚拟的基于自然的海洋旅游体验对参与者意图的影响从事保护行为。该研究表明，在寻求影响保护行为时，通过 360 度 VR 技术提供的基于自然的旅游体验有可能与现实生活体验一样有效。此外，这项研究表明，添加解释性内容并不能增强这两种体验的有效性。提出了针对行为改变的虚拟和真实自然体验设计的意义，并讨论了对未来研究探索设计和提供解释的建议。还强调了使用 VR 吸引更广泛的受众并促进广泛的行为改变的潜力。提出了针对行为改变的虚拟和真实自然体验设计的意义，并讨论了对未来研究探索设计和提供解释的建议。还强调了使用 VR 吸引更广泛的受众并促进广泛的行为改变的潜力。提出了针对行为改变的虚拟和真实自然体验设计的意义，并讨论了对未来研究探索设计和提供解释的建议。还强调了使用 VR 吸引更广泛的受众并促进广泛的行为改变的潜力。