Development and validation of the ecotourism behavior scale

This study conceptualizes ecotourism behavior as a multidimensional construct and develops a framework that offers a reliable and valid scale to assess ecotourism behavior; the framework is based on an empirical survey using 3 studies. In Study 1, measurement items are established and refined using a literature review, content analysis, and the fuzzy Delphi method. In Study 2, a research instrument is developed, and its reliability and validity are tested. In Study 3, cross‐validation of this research instrument is employed to assess ecotourism behavior using two populations of ecotourists. A reliable and valid 30‐item scale with a seven‐construct model is developed based on Taiwan's forests and wetlands as ecotourism destinations. This research instrument provides researchers with an invaluable instrument to accurately measure ecotourism behavior and offers a theoretical framework for researchers, decision makers, managers, and tourists in the field of ecotourism; thus, it makes a significant contribution to the literature.