Pro-environmental behaviours of visitors to Thailand's national parks and factors discriminating the behaviours

The objectives of this study were to classify types of pro-environmental behaviours (PEBs) and to investigate factors discriminating PEBs of visitors to national parks in Thailand. The questionnaire was used to collect data from 800 Thai visitors. Data was analysed using factor analysis and discriminant analysis. The findings demonstrated that PEBs were classified into three groups. Perceived controllability represented the key variable discriminating the PEBs of visitors. The recommendations for provoking PEBs are 1) improving basic facilities to encourage PEBs of visitors, and 2) creating effective interpretive messages, which address the beneficial consequences when action is taken with appropriate behaviour.