Fundamental results

In this subsection, I describe selected fundamental results that are necessary to understand the following detailed outline of the dissertation (subsection 5.3) as well as the final hypotheses test (section 6).

Preferences for destination attributes: Table 2 presents the main study “base model” of preferences for destination attributes. Chinese middle class respondents generally prefer nature-based destinations in southwestern China with improved levels of convenience, cultural and natural attractions, but less tarnished nature experience and cost. The limited sustainable tourism services are also appreciated by respondents but more extensive services are not met by economic appreciation at the current stage. This detail is from effect coding base model (chapter 6, Annex 1). Within the natural attractions attribute, landscape attraction is much more preferred by respondents than the species attractions. This table is included in chapter 4, 5, and 6.

Table 2. Linear coding nested logit model for destination attribute

Attribute Coefficient P

Convenience 0.1067*** 0.0000

Tarnished nature experience -0.0652** 0.0031

Sustainable tourism services -0.0623* 0.0309

Cultural attractions 0.1884*** 0.0000

Natural attractions 0.4242*** 0.0000

Cost [1,000RMB] -0.1958*** 0.0000

[Non-status quo ASC] -0.2482* 0.0346

Log likelihood function -4933.26

Pseudo-R² (constant only) 0.071

Inclusive value (IV) 0.842

Observations (choices) 4928

***: significant at p≤0.001; **: significant at p≤0.01; * significant at p≤0.05. The non-status quo ASC is in brackets as it is a NL model predictor of destination choice but not a destination attribute. IV statistic is significantly different from 1; n=616.

Attitudes toward sustainable tourism: Factor analysis shows that the attitudes of Chinese middle class tourists toward sustainable tourism are best reflected by two positive attitudinal

dimensions and one negative dimension. In the main study, the positive attitudinal dimensions reflect agreement with statements in line with conservative ideas on sustainable development (Cronbach’s Alpha: 0.685) and in line with a more broad concern for socio-ecological development (Cronbach’s Alpha: 0.511). The negative attitudinal dimension features a predominantly sceptical attitude toward sustainable tourism services (Cronbach’s Alpha:

0.441). A total of 43.5% of variance is explained by these three dimensions.

For results on attitudinal dimension influences on preferences, and their correlations with socio-demographics, please refer to the results sections in chapter 1, 2, 3 (precursor study), and 6 (main study).

Table 3. Attitudes toward sustainable tourism items and dimensions (main study)

Attitude

I would be very sad if local cultures in southwest China would lose some of their

originality because of tourism development. 0.695

If I know for sure that the facilities in a tourist site benefit the local environment, I

would pay more for such facilities. 0.651

My friends and family expected me to feel responsible for maintain the attraction

of the site. 0.645

Local government should make sure that growth of tourism in southwest China

does not damage natural and cultural heritages. 0.606

Having garbage cans is important to protect the beauty of the natural and cultural

attractions in southwest China. 0.476

Making sure the members of local community can run tourism related businesses is essential for harmonious tourism development in southwest China. 0.72 Without a scientific conservation program in place, many natural destinations in

southwest China are in danger of losing their natural attractions. 0.562 It would be a shame if the local people in southwest China would not benefit the

most from tourism development in that region. 0.453

I am really afraid of losing the future opportunity for travel enjoyment in southwest China if the tourism development is not done in a sustainable manner. 0.415 In my opinion, extra charge for tourism services such as green buses is just an

excuse to charge more (rip off tourist). 0.69

It would be a big financial burden for me to pay more for tourism. 0.637 In many scenic and historical/cultural sites, restrictions of entering certain area and stepping on/touching objects are a nuisance for me. 0.593 Putting a lot of members of local communities in charge of tourism businesses can have bad impact on service quality and trip experience. 0.461

4.2±0.46

Images of nature: Factor analysis identified five images of nature dimensions of Chinese middle class tourists that either reflect values of a harmonious human-nature relation or of

human domination of nature. The following images of nature dimensions were identified:

equality and harmony (Cronbach’s Alpha: 0.768), respect and protection value (Cronbach’s Alpha: 0.668), consequence and personal connection (Cronbach’s Alpha: 0.642), spirituality and fragility (Cronbach’s Alpha: 0.506), and robustness and non-spirituality (Cronbach’s Alpha: 0.596). The first four dimensions can be summarized as representing a harmonious human-nature relation while and the robustness and non-spirituality dimension is oriented toward human domination. A total of 46.8% of variance is explained by these five dimensions.

For results on images of nature dimensions influences on preferences, and their correlations with socio-demographics, please refer to the results sections in chapter 3 (precursor study) and 5 (main study).

Table 4. Images of nature items and dimensions (main study)

Images of nature In the grand design of the world, humans have the same value with other living beings. 0.734

Human and nature, including animals and plants have the equal right to exist. 0.706 Human should protect nature because it has a right of existence in itself in the same way that all and everything living does.

0.699 Humans belong to nature the same way as animals and plants do. 0.569 As the supreme beings on earth, human should not tarnish nature. 0.507 When human interfere with nature, they should follow the law of proper portion. 0.74 Humans should protect nature because it provides recreation and quietness. 0.543 Humans must follow the law of nature in order to live in harmony. 0.511 Humans should protect nature because it enriches our lives by its wonderful magnificence. 0.471 Nature is sensitive to any kind of interference. Even small interference can lead to big and

irreversible damage.

0.462 Ignoring the law of nature will eventually bring disaster to humans. 0.734 Humans should protect nature because it is useful and provides a lot of advantages for us. 0.701

I feel threatened by the ongoing destruction of nature. 0.53

The Earth is like a spaceship with only limited room and resources. 0.482

Nature is sacred because it is created by God. 0.59

Nature has its own right of existence; therefore it is not allowed to destroy nature anywhere for human needs.

0.497 Nature is sensitive to any kind of interference. Even small interference can lead to big and

irreversible damage.

0.453 The Earth is like a spaceship with only limited room and resources. 0.429 Humans have the right to use natural resources of any kind they want to. 0.677

Nature is important, but neither has a soul nor is sacred. 0.588

Plants and animals do exist primarily for human use. 0.581

Nature always recovers (by itself), no matter what humans do. 0.573 Not humans can protect nature; only God has the power to do so. 0.486

0.596 2.3±0.62