How tourists behave in environmentally sensitive areas increasingly become the core interests of researchers, government and the industry. The aim of this study is to explore what role of perceived values among adventure travellers and their sustainable tourist behavior play in safeguarding the natural areas frequently visited by them Tourist participation in activities such as soft and hard tourism adventure received great attention in Malaysia and also in other countries. A survey involving 317 valid questionnaires was conducted in Malaysia. This study found that sustainable tourist behavior among adventure tourists is good. The multiple regression results show that the thrill, emotional and learning values are consistent with their sustainable tourist behavior.
Volume 12 | Issue 7
Pages: 424-428
DOI: 10.5373/JARDCS/V12I7/20202023