Understanding Ecotourism Decisions Through Dual-Process Theory: A Feature-Based Model from a Rural Region of Türkiye

Grounded in information processing theory, this study explores how ecotourism decisions were formed within the rural district of Akdağmadeni (Türkiye), integrating both heuristic and systematic decision-making processes. The research adopts a two-phase mixed-methods design: First, it employs a survey-based factorial analysis involving 383 participants to examine preferences for nature-based activities such as trekking, cycling, and cultural tourism. Second, it uses in-depth interviews to investigate participants’ strategic evaluations of local landscape and heritage assets. The results reveal that individuals flexibly switch between intuitive and analytical judgments based on contextual factors. Key decision drivers identified include alignment with local development, ecological integrity, and socioeconomic contribution. This dual-process insight is operationalized through a novel “feature-based evaluation model” that synthesizes landscape identity values with cognitive-perceptual cues, providing a new lens for assessing geoheritage-based tourism behavior. It was determined that participants used both intuitive and systematic information processing strategies in their decision-making processes, and factors such as harmony with nature, economic contribution, and local identity were found to affect preferences. The study draws attention to the need to develop sustainable tourism policies, raise public awareness, and support infrastructure investments, and provides a road map for the effective use of the region’s ecotourism potential.