Tourist Values and Well-Being in Rural Tourism: Insights from Biodiversity Protection and Rational Automobile Use in Al-Ahsa Oasis, Saudi Arabia

Abstract

In response to the escalating significance of sustainable tourism and the growing global concern for environmental conservation, the current study sought to investigate the intricate dynamics of two pro-environmental behaviors (biodiversity protection and rational car use), personal values (altruistic, biospheric, and egoistic), farm tourists’ well-being, and environmental and activity attachment among farm tourists in the Al-Ahsa region of Saudi Arabia. Employing an online survey, our methodology involved partial least structural equation modeling to unravel the complex relationships among these variables. Based on responses retrieved from 309 farm tourists, results revealed that biodiversity protection significantly influenced altruistic values and the well-being of farm tourists. Additionally, rational automobile use exerted positive impacts on both altruistic and biospheric values. These results underscore the intricate dynamics shaping tourists’ attitudes and experiences in the Al-Ahsa region. The study contributes to the broader understanding of sustainable tourism practices, emphasizing the need for tailored interventions. The positive associations identified highlight the potential for farm tourism experiences to enhance both pro-environmental values and the well-being of tourists, thus offering valuable insights for future research and sustainable tourism initiatives.