Cultivating commitment: how cultural ecosystem services affect visitor loyalty attitudes and intention-to-return in parks and protected areas

Parks and protected areas (PPAs) are crucial for providing society with essential ecosystem services, encompassing both tangible and intangible benefits derived from healthy ecosystems. While previous research has predominantly focused on material-based ecosystem services, limited attention has been devoted to the impact of non-material cultural ecosystem services (CES), such as recreation and cultural-historic aspects, on visitor loyalty. Visitor loyalty refers to an individual's commitment and willingness to repeatedly visit a PPA. CES can significantly shape these attitudes, as many visitors are drawn to specific PPAs due to their cultural significance or scenic beauty. This study investigated how CES influences visitor loyalty attitudes and intention-to-return at the Great Bay National Estuarine Research Reserve (GBE). In the summer of 2022, data were collected from 645 GBE visitors using a population sampling approach. Structural equation modeling analyses revealed a robust link between various CES factors, visitor loyalty attitudes, and intention-to-return. For instance, findings suggest that education and the sense of place exert a strong and consistent influence on visitor attitudes regarding referrals, financial support, volunteerism, and advocacy. Additionally, positive visitor attitudes toward referrals strongly and independently predicted their overall intent to revisit the GBE. This research contributes to the advancement of both CES and visitor loyalty frameworks, offering empirical insights for natural resource managers. By acknowledging the significance and trade-offs associated with CES elements, like education and the sense of place, resource managers can enhance visitor loyalty and secure the long-term sustainability of natural resources worldwide.