Environment and Social Psychology

Education on sustainable tourism in biosphere reserves: A protection motivation theory approach

Elricke Botha

Department of Applied Management; School of Public and Operations Management; College of Economic and Management Sciences; University of South Africa; Preller Street; 0003, Pretoria; vlogge@unisa.ac.za; +2712 429 6271; ORCID: 0000-0003-1761-8264

Dorothy Queiros

Department of Applied Management; School of Public and Operations Management; College of Economic and Management Sciences; University of South Africa; Preller Street; 0003, Pretoria; queirdr@unisa.ac.za; +2712 433 4667; ORCID: 0000-0002-6988-5818

Nicolene Conradie

Department of Applied Management; School of Public and Operations Management; College of Economic and Management Sciences; University of South Africa; Preller Street; Pretoria; 0003; conran@unisa.ac.za; +2712 433 4618; ORCID: 0000-0003-0569-2643

DOI: https://doi.org/10.59429/esp.v11i1.4242

Keywords: protection motivation theory; education for sustainable development; community perceptions; community participation; sustainable tourism; biosphere reserve

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Abstract

Community participation in sustainable tourism is crucial for biosphere reserves, but various factors can hinder it. Education can bridge this gap, yet research into sustainable tourism education in biosphere reserves is limited. Based on the Protection Motivation Theory (PMT), the research objectives of this research are (i) to design a non-formal sustainable tourism intervention, and (ii) to determine community members’ perceptions of sustainable tourism after the intervention in the Marico Biosphere Reserve. Using a qualitative methodology with three focus groups and thematic analysis, the findings support a theory-based education intervention, as participants demonstrated awareness across the PMT dimensions and positive intentions towards sustainable tourism in the area. The learning outcomes covered the motivational phase, but a further recommendation is to incorporate a volition phase. By applying the PMT, the study provides (i) a theoretical foundation to understand the psychological mechanisms that influence community engagement in sustainable tourism; and (ii) demonstrates innovation and practical relevance in the design of education on sustainable tourism in biosphere reserves.

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