Between caves, cliffs and the sea: why not all nature-based tourism experiences support pro-environmental attitudes

Nature-based tourism and ecotourism are often expected to support environmental interpretation, visitor responsibility and pro-environmental attitudes. Yet the environmental meaning of an experience cannot be assumed simply because it occurs in a natural setting. Drawing on the Experience Economy framework, this study examines how educational, entertainment, aesthetic and escapist experiences relate to Pro-Environmental Attitudes, Overall Perceived Quality and Future Behavioural Intentions. Data from 638 visitors were collected immediately after coastal boat tours with cave visits in the Algarve, Portugal, and analysed using covariance-based structural equation modelling. Results show an asymmetric pattern: Aesthetic Experience showed the strongest positive association with Pro-Environmental Attitudes, entertainment was also positively associated, education was non-significant, and escapism was negatively related. The model remained stable across high and low seasons. The study shows that nature-based experiences need interpretation and visitor management if aesthetic attention is to become environmental meaning rather than only scenic consumption. The findings suggest that environmental interpretation and visitor management may help transform aesthetic attention into environmental meaning rather than solely scenic consumption in nature-based tourism experiences.