What Influences Tourists’ Choice of Protected Natural Areas? The Role of Ecosystem Services

The issue of tourism in protected natural areas is becoming central to defining new patterns of use, so managers, policy makers, and local businesses have an interest in improving visitor experiences and the promotion of sustainable tourism. This study analysed the factors influencing tourists’ choices regarding the role of ecosystem services provided by protected natural areas by studying the behaviour of 400 visitors to the Gran Paradiso National Park (Italy). The results identified the key motivations driving tourists’ choices and behaviour, categorising them into distinct visit patterns in relation to the role air quality, consumption of local products, and biodiversity. Furthermore, certification systems were found to be central in defining the level of appreciation of local products among visitors. These results can provide valuable insights into improving visitor experiences and promoting sustainable tourism and highlights the potential of ecosystem services as a key driver for conservation-oriented tourism strategies.