Knowledge of ecosystem services and predictors of conservation attitude
The tourists’ knowledge about ecosystem services and willingness to conserve were measured between pre-visit and post-visit surveys. Responses did not significantly differ across sociodemographic backgrounds in both pre-visit and post-visit. In the pre-visit survey, only 36% (n = 71) of the tourists showed knowledge of bat ecosystem services, 36% (n = 71) were not sure and 28% (n = 55) with no knowledge. The female tourists (44%, n = 33) and those with higher education (46%, n = 46) showed greater knowledge and awareness about bat ecosystem services than other participants. In the post-visit, responses were consistently higher among females (91% vs. 85% in males) with higher education (64%,n = 63) exhibited greater awareness and acquired knowledge on bat ecosystem services. Overall, the level of knowledge on ecosystem services significantly increased in the post-visit survey (Wilcoxon signed-ranks test, = 35.5, p < 0.0001) with 87% (n = 145) of the tourists become aware (Figure 3).
When asked about their willingness to conserve bats, 45% (n =89) of the surveyed tourists showed willingness and a high positive response (n = 89, 45%) in the pre-visit. A higher positive response (65%, n = 20) was noted among age group A (ꭓ2 = 11.01, df = 4, p = 0.03,V = 0.17) and significantly lower willingness among sampled tourists with basic education (21% vs. 8% higher education) (ꭓ2 = 7.97, df = 4, p= 0.02,V = 0.20). Only age showed significant relationship to post-visit conservation willingness (ꭓ2 = 13.70, df = 4, p = 0.01, V = 0.19).
The conservation willingness of tourists was assessed both pre-visit and post-visit. The separate logistic regression models showed significance in predicting the overall conservation willingness of tourists before and after they visited the bat cave (Table 1 and 2, respectively). In the pre-visit model, the age group A versus the reference age group B showed significance association to the dependent variable (p =0.007, β = 1.40, OR = 4.05); prior knowledge on bat ecosystem services also showed positive association to tourists’ conservation willingness (p < 0.0001, β = 1.66, OR =5.25) (Table 1).
In the post-visit model, age group was a marginally significant predictor (age group A to B, p < 0. 06, β = 1.145, OR = 3.14). The perception of conservation importance of bat cave tourism showed a strong and positive association to conservation willingness in the post-visit analysis (p < 0.004,β = 4.08, OR = 59.06). Prior knowledge about bat ecosystem services (p < 0. 02, β = 0.58, OR = 1.79) remained a good predictor of conservation willingness and compared to the post-visit knowledge on bat ecosystem services that showed no association (Table 2). Yet, there was a significant increase in conservation willingness at 61% post-visit from 45% (+ 16%) in the pre-visit (Wilcoxon signed-ranks test, Z = 261, p < 0.0001) (Figure 3) indicating the effectiveness of the bat-watching in changing tourist perception.