COVID-19 and Its Impact on Visitor Perceptions to Natural Attractions: Implications for Conservation Attitudes and Loyalty

Although previous studies have examined revisit intention and the emotional impact of COVID-19 on visitors to nature-based destinations, evidence comparing visitor perceptions before and after the pandemic using independent samples drawn from the same target population remains scarce. This study addresses this gap by comparing 1109 valid surveys collected before COVID-19 (2018–2019) with 1028 surveys collected in the post-pandemic period (2022–2023) from visitors to Florida State Parks. Structural equation modeling (SEM) was employed to examine the relationships among visitors’ evaluations of park services and facilities, conservation attitudes, and willingness to revisit. The findings reveal lower levels of visitor satisfaction with most services and facilities, shorter visit durations, and a higher proportion of frequent visitors in the post-pandemic sample compared with the pre-pandemic sample. The structural model further demonstrates that the effect of service and facility evaluations on willingness to revisit is indirect, with perceived improvements in conservation acting as a significant mediating variable. These findings suggest that investments in visitor services and infrastructure are more likely to foster loyalty when they are perceived as contributing to the conservation of natural resources, providing valuable implications for destination managers and policymakers responsible for protected areas.