Short- and long-term effects of an informal education program on tourist environmental perception

Tourism is one of the most important economic sectors worldwide, with significant overarching impact on the environment, including negative effects caused by tourist inappropriate behavior while on vacation. By providing informal educational activities, tourism also has an educative role that leads to positive learning outcomes and beneficial environmental effects. Here we present the short- and long-term outcomes of a project for environmental education (Glocal Education) carried out in three travel destinations, aimed at promoting sustainability variables (knowledge, attitude, and awareness) in participating tourists. Since psychological components can affect learning outcomes, we also considered tourist satisfaction in participating in the project and identification with its values, as well as the intention to travel with the hosting tour operator again in the future. Tourists were asked to compile evaluation questionnaires three times: before Glocal Education activities, right after activities (e.g., biology lessons, excursions), and after at least one year from initial project participation. Short- and long-term learning outcomes were tested, and possible relations between these variables and psychological components (satisfaction, identification, and intention) of the learning experience were verified. Results showed that such activities had a significantly positive impact on tourist knowledge, attitude, and awareness at all localities in the short-term. Tourists were then re-contacted after at least one year from initial project participation to evaluate and compare short- and long-term learning outcomes with time. The results showed that knowledge and attitude decreased, while awareness remained constant. In most cases, psychological components showed positive relation with sustainability variables, which suggested their important role in structuring and carrying out environmental education activities. Moreover, high levels of satisfaction and loyalty towards the host tour operator were observed at all sites, which indicate that once a person is briefed about the correct approach to natural systems, they can become increasingly interested in taking action, developing an “advocate” role. This study shows that tourists could learn about the environment in an informal way, while developing awareness toward environmental issues and retaining it in the following years. Tourism could thus become more sustainable by creating lasting awareness changes, which could set the tone for possible behavioral change. Informal environmental education activities can be also advantageous for tourism stakeholders in terms of customer loyalty, while promoting environmentally friendly tourist action.