How does tourist learning affect destination attachment in nature-based tourism: Multiple mediations comparison and distal mediation analysis*

Tourist learning and destination attachment play critical roles in nature-based tourism. However, previous studies have not yet explored the relationship between tourist learning and destination attachment among nature-based tourists. Therefore, this research proposed and verified a structural model including tourist learning, destination attachment, and two mediations of destination image and satisfaction. An on-site questionnaire survey (n = 465) was designed to gather empirical data. The results revealed that tourist learning positively impacted destination image, satisfaction, and destination attachment. Destination image positively affected satisfaction and destination attachment, and subsequently satisfaction positively influenced destination attachment. Additionally, the mediating tests showed that satisfaction had a significantly greater mediation effect than destination image between tourist learning and destination attachment. The distal mediating test showed tourist learning significantly affected destination attachment through destination image and satisfaction. Finally, tourism managerial implications, suggestions, and future research were proposed. Management implications: Tourist learningis a critical component in nature-based tourism. This study suggests that destination managers and departments should provide more educational opportunities for tourists. Destination managers should arrange more interpretation services and signage to increase the tourists learning, make them more knowledgeable, and stimulate their curiosity regarding local wildlife, which could promote the destination image and satisfy tourists. Finally, destination departments develop a stable and meaningful relationship between tourists and destinations to attain sustainable tourism.