Understanding Ecotourism Decisions Through Dual-Process Theory: A Feature-Based Model from a Rural Region of Türkiye

Abstract

Grounded in information processing theory, this study explores how ecotourism decisions were formed within the rural district of Akdağmadeni (Türkiye), integrating both heuristic and systematic decision-making processes. The research adopts a two-phase mixed-methods design: First, it employs a survey-based factorial analysis involving 383 participants to examine preferences for nature-based activities such as trekking, cycling, and cultural tourism. Second, it uses in-depth interviews to investigate participants’ strategic evaluations of local landscape and heritage assets. The results reveal that individuals flexibly switch between intuitive and analytical judgments based on contextual factors. Key decision drivers identified include alignment with local development, ecological integrity, and socioeconomic contribution. This dual-process insight is operationalized through a novel “feature-based evaluation model” that synthesizes landscape identity values with cognitive-perceptual cues, providing a new lens for assessing geoheritage-based tourism behavior. It was determined that participants used both intuitive and systematic information processing strategies in their decision-making processes, and factors such as harmony with nature, economic contribution, and local identity were found to affect preferences. The study draws attention to the need to develop sustainable tourism policies, raise public awareness, and support infrastructure investments, and provides a road map for the effective use of the region’s ecotourism potential.

1. Introduction

Today, protecting natural resources and supporting rural development are among the cornerstones of the Sustainable Development Goals. In this context, ecotourism stands out as a tourism model that protects nature and increases the welfare of local people. While tourists go beyond the traditional understanding of tourism with expectations such as integration with nature, cultural experiences, and environmental responsibility, an important opportunity area is created, especially for rural areas [1,2]. However, individuals’ perception of ecotourism opportunities and their participation in these activities are primarily related to access to information, level of awareness, and local capacity. Therefore, examining the relationship between sustainable landscape and ecotourism in the local area is important for practical strategic planning [3,4].

Public awareness plays a critical role in the development of ecotourism activities. Local people’s attitudes toward nature-based tourism opportunities are decisive for the sustainability of such activities [5,6,7,8]. However, the potential of natural and cultural values is often poorly understood and cannot be mobilized due to infrastructure deficiencies and policy gaps. While many studies reveal the environmental and economic impacts of ecotourism in the literature, the relationship between the attitudes and awareness of local people and spatial potential has not been examined in sufficient depth [9,10]. In this study, the ecotourism potential and the awareness level of the local people are discussed together in the case of the Akdağmadeni District of Yozgat Province, which is located in the Central Anatolia Region of Türkiye and attracts attention with its rich forest assets. The study reveals the area’s natural and cultural resource values with a sustainable landscape approach. It develops suggestions for utilizing these values within the scope of ecotourism. The study used qualitative and quantitative data collection methods, and the local people’s perception of ecotourism, level of participation, and the relationship with the city identity were analyzed. Thus, identifying potential areas and the role of social participation in the sustainable realization of this potential was evaluated.

In conclusion, this study’s findings reveal that utilizing Akdağmadeni’s natural, cultural, and landscape values within the ecotourism framework offers an important opportunity for local development. However, the sustainable realization of this potential depends on the development of strategic policies by local governments, increased public awareness, and adequate investment in infrastructure. In this context, the example of Akdağmadeni can serve as a model not only at the regional level but also at the global scale for rural areas with similar ecological and cultural values. Sustainable ecotourism practices aim to empower local communities and protect natural heritage, contributing to a holistic approach to environmental, economic, and sociocultural benefits in line with the United Nations Sustainable Development Goals.

The theoretical foundations of ecotourism and sustainability provide a scientific framework for analyzing the dynamic interplay between environmental conservation, socioeconomic development and ethically responsible tourism practices, thus guiding both academic research and practical applications. Sustainability refers to preserving existing systems without over-exploitation and transferring them to future generations. Ensuring sustainability in many sectors, such as agriculture, technology, and tourism, is very important. Conscious use of resources is a fundamental requirement for securing the future of humanity. Therefore, the concept of sustainability is becoming increasingly important in many areas, especially in the tourism sector [11,12,13,14]. A general definition is as follows: sustainable tourism is a form of development in which cultural integrity, ecological processes, biological diversity and life-sustaining systems are maintained by preserving the environment in which people interact or do not interact without degradation or change, and at the same time, all resources are managed in a way that satisfies the economic, social, and aesthetic needs of people and tourists in the visited region and in a way that future generations can meet the exact needs [15,16,17,18,19]. The idea that tourism should be implemented with sustainability principles for nature conservation is dominant globally. Ecotourism is the most important type of tourism that meets this requirement. One of the main objectives of ecotourism is to provide financial resources to the local people and develop the existing economy [20,21,22]. Since ecotourism is a type of tourism that should be considered together with the ecological structure in large areas, the main goal is to avoid interventions that will disrupt their balance in all types of tourism. In ecotourism, unlike mass tourism, it is more important to minimize the number of tourists and spread tourism throughout the year, reduce the pressure on the natural environment, make plans to prevent rather than correct destruction, and consider long-term economic interests. Individuals or small groups of people can travel to untouched natural areas to learn about the natural environment and the lives of local people by experiencing them on site through ecotourism tours. Thus, thanks to controlled tours, the aim of preventing environmental degradation and providing economic gain for local people can be realized [23]. Ecotourism can be classified according to the purpose of ecotourism and according to different activities that aim to enable ecotourists to spend quality time relaxing and having fun simultaneously. These activities include seeing the region’s natural beauties, introducing traditions and customs, and engaging in various sports activities.

Studies on analytical approaches used in the assessment of ecotourism potential show that scientific methods used in ecotourism studies vary and are supported by different analysis techniques depending on the purpose and scope of the research. SWOT analysis, one of the most common methods, allows for a systematic assessment of strengths and weaknesses, as well as opportunities and threats while revealing the ecotourism potential of a region [24]. Geographic Information Systems (GIS) support spatial suitability analyses, enabling the identification of regions suitable for ecotourism activities based on the area’s physical characteristics. In addition, multi-criteria decision-making (MCDM) methods such as AHP (Analytic Hierarchy Process), ELECTRE, and TOPSIS are used in prioritizing and planning ecotourism areas [25,26,27].

Qualitative methods include in-depth analysis of the perceptions and experiences of local people, tourists, or decision-makers toward ecotourism through focus group discussions, semi-structured interviews, and participant observation. In quantitative methods, surveys and statistical analyses (e.g., Spearman correlation, factor analysis, regression models) are widely used. In particular, GIS-based software (ArcGIS.10.0) is a standard tool for analyzing these data [28,29,30,31].

Dual-process theories offer a valuable lens for understanding how individuals process information and form judgments through two distinct cognitive pathways: deliberate, effortful processing and automatic, intuitive processing [32]. These models have significantly influenced persuasion, attitude formation, and consumer behavior, yet their application within travel and tourism decision-making remains underexplored. Given the travel-related choices’ inherently experiential and intangible nature, the interaction between cognitive effort and heuristic cues becomes especially relevant. The interactive approach of dual-process models is supported by other research as well. According to the split-brain procedure theory [33], there are two brain functions: the left and right hemispheres. The left hemisphere is associated with verbal memory and special functions like language, conceptualization, analysis, and classification, and the right hemisphere is associated with nonverbal memory and integration of information over time in art and music, spatial processing, and recognition of faces and shapes [34].

Furthermore, in some studies, the entropy approach and aesthetic value analysis are used to assess visual quality and landscape attractiveness, while carrying capacity analysis helps to determine the extent to which an area can handle ecotourism activities without causing environmental damage. This diversity reflects the multidimensional nature of ecotourism and provides a scientific basis for planning and management processes in line with sustainability principles. In Arslan’s [23] study, the natural and cultural landscape values of Erdek and its surroundings were examined; these data were evaluated in line with ecotourism principles, and plans and programs were developed for the region. Kılıç Benzer [35] highlighted the ecotourism potential of Bolu-Göynük and its surroundings within the framework of sustainability and analyzed the natural and cultural resources of the area using GIS techniques and the “Environmentally Sensitive Tourism Planning Model”. In addition, recommendations were developed in line with the surveys conducted with local people and potential tourists.

Polat and Önder [36] aimed to contribute to the region’s socioeconomic development by evaluating the natural and cultural landscape features of Karapınar and its surroundings in terms of ecotourism. The data from GIS, on-site observations, and surveys were mapped, and ecotourism-oriented plans and programs were developed. The study was completed with recommendations for improving the quality of ecotourism and the necessity of environmental management planning. In his master’s thesis, Soykok et al. [37] highlighted the natural and cultural landscape features in line with sustainability principles; ecotourism potential was determined through surveys, analysis, and survey studies. Panin and Mbrica [38] evaluated the potential of ecotourism in developing rural areas in Serbia through the people’s motivations to spend time in nature and rural areas. The motivational factors identified as a result of the study were categorized into four main groups: (1) social activities; (2) sports and health-oriented activities; (3) nature-based motivations; and (4) cultural and educational activities. Ekiz [39] evaluated the landscape corridor between Belemedik Nature Park and Kapıkaya Canyon regarding ecotourism planning. A suitability map was created with the factors determined according to the characteristics of the area, analyses were carried out in a GIS environment, and aesthetic evaluation based on the entropy approach was made. The study was completed with recommendations for proper ecotourism planning for the area.

Studies evaluating ecotourism in the context of social participation and local perceptions show that local people’s perception of, and level of participation in, ecotourism activities are among of the main factors directly affecting the sustainability of ecotourism [40,41,42]. Ecotourism is a holistic approach aiming to conserve natural areas and local communities’ economic, social, and cultural development. Understanding local people’s attitudes toward ecotourism is critical to increasing social acceptance and ensuring long-term success in planning and implementation processes [43,44]. This process, which is conceptually associated with participatory planning, local ownership, and social capital, is analyzed in practice through surveys, interviews, and participant observation. This study evaluates the local people’s view of ecotourism through theoretical foundations and field data.

Ross and Wall [45], in their study evaluating ecotourism in North Sulawesi, found that tourism activities contribute neither to the welfare of local people nor to the conservation of natural resources. The study emphasizes that the ecotourism potential in the region has not been effectively utilized and that sustainability goals have been left far behind.

Seifi and Ghobadi [46] researched the impact of ecotourism potential on environmental sustainability in the Miankaleh Protected Area through an analytical survey method. The data obtained from local people, experts, and tourists, determined using the Cochrane formula, were analyzed with SPSS 17.0, and a significant relationship was found between ecotourism potential and environmental, economic, and sociocultural development.

Ramaano [47] examined the ecotourism potential of Musina Township in South Africa and its impact on local livelihoods. The study determined that although the region has a strong ecotourism potential, this potential is underutilized, and no sustainable tourism strategy exists. Dargahov et al. [48] analyzed the current state of ecotourism in Azerbaijan, the role of national parks, and the possibilities of using natural-cultural heritage. They revealed that green energy and settlement strategies in harmony with nature in the regions liberated from occupation contribute to ecotourism. The study emphasized the necessity of opening new ecotourism corridors, promoting them, and reducing environmental impacts for sustainable tourism development. Kervankıran and Temurçin [49] examined local people’s perception of Ecotourism in Afyonkarahisar with a survey method; the study concluded that the public is sensitive to ecotourism and can participate in the development process. Sayın [50], in his study conducted in the Taşucu town of Mersin, examined local people’s perceptions toward ecotourism with a survey method. The research conducted in three neighborhoods determined that the public perceived ecotourism as an environmentally friendly type of tourism, especially the sociocultural benefits of ecotourism, which were perceived at a higher rate than economic and environmental contributions. Participants stated that ecotourism promotes the region, offers a vacation opportunity in touch with nature, and supports conservation awareness. The study suggested that ecotourism activities should be developed by protecting the natural and cultural values of Taşucu, with the active participation of local people in this process, and that awareness-raising activities should be carried out.

As a result, Türkiye is rich in natural beauty, offering diverse and often underexplored landscapes. In particular, the Central Anatolia Region hosts areas that are unfamiliar to many Turkish citizens. Although steppe ecosystems predominantly characterize Yozgat, its Akdağmadeni District contrasts with its forested landscapes and ecological richness. This study emerged not only from the need to highlight the unique natural features of the region, but also from a growing global awareness regarding the importance of preserving and sustainably managing such environments [51,52,53].

2. Materials and Methods

The ecotourism potential of the Akdağmadeni District of Yozgat/Türkiye Province and the awareness level of local people were examined by a mixed method combining land inventory and survey data. This study consisted of a two-phase evaluation approach. In the first phase, the levels of awareness and expectations of the local community were systematically assessed. In the second phase, these findings formed the basis for a comprehensive analysis of the region’s ecotourism potential. By integrating local perspectives into the assessment process, the study offers a more grounded and context-sensitive understanding of sustainable tourism development in the area. The study was conducted in two stages: Study 1, which involved a survey-based factorial analysis, and Study 2, which focused on an interview-based strategy model.

Through a structured questionnaire applied to individuals with different sociodemographic characteristics, the public’s perception of ecotourism, the level of participation, and the way they evaluate environmental values were analyzed. It is important to determine which ecotourism activity stands out in the region. In the study, nature-based activities such as trekking, cycling, and cultural tourism came to the fore. However, infrastructure inadequacies, lack of supportive policies by local governments, and a low level of public awareness cause the region’s ecotourism potential to be underutilized. In order to understand pre-decision behavioral tendencies, participants’ history of participation in nature activities and their perceptions of natural-cultural values were also evaluated.

2.1. Study Area

The primary material of the research consists of natural, cultural, and historical values within the administrative boundaries of the Akdağmadeni District in Yozgat Province. Akdağmadeni, located 103 km east of Yozgat, was established as a settlement in 1815. Summers are cool, and winters are cold and rainy. Akdağmadeni District, which is discussed in this study, has important potential in ecotourism at both regional and global scales, with its rich natural landscape, forested areas, biodiversity, and cultural heritage. At the regional level, Akdağmadeni, which has a more humid and forested texture compared to the ecological structure of Central Anatolia, offers suitable conditions for activities such as nature walks, plateau tourism, birdwatching, and agriculture-based tourism.

2.2. Methods

In the second phase of the study, since it would not be possible to survey the entire population in order to measure the perceptions of the local people on ecotourism in the Akdağmadeni District of Yozgat Province in Turkey/Turkey, the number of individuals to be surveyed was selected using a sampling method. Accordingly, the sample number was calculated as 383 within the limits of a 5% margin of error and a 95% confidence level. Three hundred eighty-three participants were included in the study conducted in the Akdağmadeni District. Of these, 52.48% of the participants were male (201 people) and 47.52% were female (182 people), and the gender distribution was balanced.

Since the population in the leading group is known, the following formula was used in sampling [54].

$${\displaystyle \frac{N\left(pxq\right)}{\left(N-1\right)D^2+\left(pxq\right)}}$$

(1)

Here, n: sample; N: 41,577 population size; p: proportion of the examined unit in the population (0.5); q: non-occurrence frequency of the examined unit in the population (1 − P = 0.5); d = acceptable margin of error (0.05 is taken); t = t value for a specific confidence interval (t value for 95% confidence interval; 1.96); and D = ratio of acceptable margin of error to t value according to the confidence level. Its formula is expressed below.

Attitude, subjective social norms, and perceived behavioral control were determined as the factors affecting intention. Since intention is the antecedent of behavior, the Theory of Planned Behavior will be used in the research. In addition, the Technology Acceptance Model will also be included in the system, and the effects of “perceived benefit, perceived cost, perceived ease of use, organizational factors, and social innovativeness” on the factors in the Theory of Planned Behavior will be examined through path analysis. Kaiser–Meyer–Olkin (KMO) values and Bartlett’s sphericity test results will be used to measure sampling adequacy. Kaiser [51] stated that 0.50 should be the lower limit for the KMO test, and if KMO ≤ 0.50, factorization of the data set is impossible. Statistical analyses were conducted using SPSS version 22.0.

After determining the adequacy of the sample, items that do not meet the necessary conditions will be removed from the scales by factor analysis. Principal component analysis method and appropriate rotation methods (varimax) will be used during factor analysis. Cronbach’s alpha coefficients will measure the reliability of the items of the obtained factors. In addition, construct validity, internal consistency, and goodness of fit indicators (criteria such as incremental fit index, Tucker–Lewis index, comparative fit index, root mean square error of approximation, standardized root mean square residual, chi-square /degrees of freedom) will also be calculated. Mean variance extracted (AVE > 0.50) will be used to test the convergent validity of the factors, CR coefficients (CR > 0.80) will be used to test composite reliability, and heterotrait–monotrait (HTMT < 0.90) criteria will be used for discriminant validity [55,56,57]. As a result, the coefficients of the factors that impact local people’s preference for ecotourism and intention to continue ecotourism will be calculated.

The second phase of the study aimed to examine the strategies used by participants while making ecotourism decisions based on verbal statements. All interviewees who participated in this study also participated in the experiment in Study 1. Therefore, the interview questions were divided into two categories: participants’ general ecotourism activities. This clear distinction strengthens the relationship between the qualitative findings from Study 2 and the quantitative results from Study 1, and allows an in-depth examination of participants’ decision-making strategies for ecotourism activities based on the cultural and landscape values of Akdağmadeni through verbal statements. The interview scenarios were structured around the natural landscape elements (forest areas, plateaus, streams, etc.) and cultural values (historical structures, belief centers, traditional life practices) of Akdağmadeni. This way, participants could reflect on their previous evaluations and natural decision-making processes.

This section scored local people’s preferences with a 5-point Likert scale. As a result of the principal component analysis (PCA), three essential factors were determined by applying varimax rotation. These factors represent the similarities among the variables examined in the study. Factor analysis was performed with the varimax rotation method, and the transformation converged after six iterations. The high factor loadings indicate that the variables have strong relationships with the relevant factors. As a result of this analysis, three main factors were determined: identity value, landscape value, and ecotourism attitude.

3. Results

3.1. Demographic Characteristics of the Participants

The age distribution of the individuals participating in the survey in Yozgat Akdağmadeni District was analyzed. The participants were divided into age groups, and each group’s frequency and percentage rates were calculated. According to the data, the highest participation rate of 26.89% was realized in the 25–34 age group (103 people). This age group was followed by the 35–44 age group (94 people) with 24.54%, and the 18–24 age group (78 people) with 20.37%. The lowest proportion of participants was in the 55 and over age group, with 13.84%, while the 45–54 age group showed a slightly higher participation with 14.36%. The standard deviation value from the age distribution was calculated as 1.31%. This value shows that the variability in age distribution is limited and that there is a general balance among the age groups of the participants. The findings show that the research provides demographic diversity and represents different age groups. This age distribution constitutes an important basis for analyzing differences in ecotourism awareness and perception according to the age variable. Among the participants, 56.14% (215) were married and 43.86% (168) were single. This finding shows that the participants’ marital status exhibits a close distribution. The standard deviation value was calculated as 0.50, indicating low variation in the distribution of the marital status variable. According to the answers given to the question “Have you participated in nature activities before?”, 61.88% (237 people) of the participants stated that they had participated in nature activities, while 38.12% (146 people) stated that they had not participated in nature activities. This result shows that most survey participants are interested in and have experience with nature activities. The standard deviation value in the distribution of the participants’ responses was calculated as 0.49%.

Perception Assessment Toward Ecotourism

A total of 26.9% of the participants defined ecotourism as “tourism that describes nature and allows spending time in nature”. This value shows that nature-oriented perceptions are at the forefront. This is followed by the perception of “tourism that provides escape from stress and relaxation” with 19.7%. In addition, 18.5% responded that “it is a tourism where I can realize my sportive activities”, while 17.5% preferred the option “it is a tourism that helps local development”. Less preferred perceptions included “tourism that includes tours and activities related to nature” with 10.3%, and “tourism that offers expensive and fashionable travel” with 7.1%. These findings show that the perception of ecotourism is associated with nature, sports, and local development. However, the low perception of “expensive and fashionable tourism” indicates that ecotourism is considered a more accessible concept (

Table 1. Perception assessment results for ecotourism (positive).

Category	Percentage (%)
Tourism that describes nature and gives the opportunity to spend time in nature.	26.9%
Tourism that offers an expensive and fashionable trip.	7.1%
Tourism provides an escape from stress and relaxation.	19.7%
It is a tourism where I can realize my sporting activities.	18.5%
Tourism that helps local development.	17.5%
Tourism that includes tours and activities related to nature.	10.3%

N number exceeds the sample volume.

).

Deficiencies in ecotourism activities in the Akdağmadeni District show the highest (28.13%) and lowest (9.29%) rates. These figures identify the region’s priority problems and less critical areas. The highest value (28.13%) was due to local governments failing to develop policies. This deficiency, which has the highest rate, shows that local governments have not developed strategic policies to support ecotourism activities. This situation dramatically hinders the sustainability and development of ecotourism. The leadership and contribution of local governments are critical for developing infrastructure, organizing awareness campaigns, and promoting tourism projects in the region. The lowest value (9.29%) was due to ecotourism potential being considered insufficient. This is related to perceptions of the region’s natural and cultural resources. The rate suggests that the potential is either not recognized or that existing opportunities are not being promoted effectively. In order to change this perception, promotional and branding efforts are needed to highlight the natural and cultural richness of the region. While ‘insufficient promotion to the local people’ was preferred by 20.83% of respondents, ‘unawareness of and insensitivity to ecotourism’ was selected by 23.90% (

Table 2. Opinion on the deficiencies in terms of ecotourism (negative).

Category	Percentage (%)
Local governments are not creating policies on this issue.	28.13%
Lack of sufficient promotion to local people.	20.83%
The public’s unawareness of/insensitivity to ecotourism.	23.90%
Lack of sufficient directions and signs.	17.85%
Lack of sufficient ecotourism potential in Akdağmadeni.	9.29%

N number exceeds the sample volume.

).

3.2. Ecotourism Activities Conducted

Evaluating the diversity and density of ecotourism preferences in the region is important. Among the most preferred activities, trekking (nature walks) stands out (12.98%). Trekking emerges as an activity that offers the opportunity to integrate with nature by taking advantage of the natural beauty in the region. It shows that Akdağmadeni’s natural trails and walking paths attract visitors’ attention. Bicycle tourism (10.73%) is preferred as an environmentally friendly alternative to automobile usage, indicating that the region can support extensive bicycle routes. Infrastructure work to be carried out in this area can further increase tourism. Cultural tourism (10.01%), consisting of discovering the region’s cultural richness, is an important source of motivation for tourists. It should be supported by projects aimed at promoting historical and cultural elements (Figure 1).

The least preferred ecotourism activities are as follows. Underwater diving tourism (0.16%) has a very low rate due to the limited water resources in the region. River tourism (0.36%) and sport angling (0.12%) are also represented with similarly low rates. Paragliding (0.60%) is equally unpopular due to the geographical structure of the region being unsuitable for such activities. However, this rate can be increased through promotion and identification of suitable areas. Mountaineering (9.21%) and hunting tourism (9.89%) are ecological activities with medium levels of preference. These rates show that the natural areas in the region are being actively used, further indicating that the region has potential for such activities. The rate of plateau tourism (8.17%) suggests that the touristic appeal of the plateaus in the region should be increased. According to the evaluation, the Akdağmadeni region has significant potential in terms of cultural tourism and ecotourism identity values. The evaluation is examined under two main headings: identity value and landscape value.

3.3. Cultural Tourism and Ecotourism Identity Values

3.3.1. Identity Values

The highest average in terms of identity values was determined for the preference of Muşali Behramşah Castle (average: 4.81; standard deviation: 0.60). This result indicates that the historical and cultural importance of the structure is highly recognized among the participants. In addition, Akdağmadeni Salebi (4.71, 0.63) and İstanbulluoğlu Mahallesi Mosque (4.69, 0.67) exhibited high suitability regarding identity values. However, Rıfat Koç Mansion (average: 2.93; standard deviation: 1.39) had the lowest suitability score. This result may indicate that the structure is not sufficiently known or is not found interesting. However, the high standard deviation reveals differing participant opinions on this issue.

3.3.2. Landscape Values

The highest average in terms of landscape values was observed at Kadıpınarı Nature Park (average: 4.85; standard deviation: 0.56). The participants evaluated it as the place with the highest landscape value in terms of natural beauty. This was followed by Göndelen Valley (4.79, 0.61) and Çerçialanı Village Pond (4.75, 0.62). These results show that the region is a high-attraction center regarding the natural landscape. Küçük Kefenli Plateau (average: 3.95; standard deviation: 0.98) draws attention to the landscape values with lower suitability. This situation indicates that the plateau may not have reached a sufficient level of development and promotion (

Table 3. Importance levels of cultural tourism and ecotourism identity values in the Akdağmadeni region.

Identity Value	Mean	Standard Deviation (SD)
Muşali Behramşah Castle	4.81	0.60
Old Church	4.51	0.65
Akdağmadeni Salebi	4.71	0.63
Göbelek Mushroom (Kuzu Göbeği-in Turkish)	4.55	0.69
Old PTT Building	4.57	0.68
Old Military Service Building	4.60	0.72
Old Prison Building	4.58	0.70
Old Public Education Center Building	4.61	0.69
Old Industrial Vocational High School Building	4.59	0.72
Old Ziraat Bank Building	4.63	0.71
Hami Tüzün Shops	4.31	0.79
Old High School Building (Redif Barracks)	4.30	0.88
Rıfat Koç Mansion	2.93	1.39
İstanbulluoğlu Neighborhood Mosque	4.69	0.67
Landscape Value
Kadıpınarı Nature Park	4.85	0.56
Akdağmadeni Yellow Pine Forests	4.64	0.66
Göndelen Valley	4.79	0.61
Çerçialanı Village Pond	4.75	0.62
Horse Gutter Fountain	4.32	0.75
Nalbant Plateau	4.65	0.65
Küçük Kefenli Plateau	3.95	0.98
Hisarbey Plateau	4.56	0.70

).

3.4. Evaluation of Attitudes Toward Ecotourism

In the 5-point Likert scale assessment of attitudes toward ecotourism, the statement ‘Ecotourism creates new job opportunities for local people’ received the highest average score (average: 4.82; standard deviation: 0.63). This indicates a strong belief in the economic benefits of ecotourism. The statements ‘Ecotourism enables tourists and local people to integrate’ (average: 4.59) and ‘Ecotourism acts as a bridge in recognizing different cultures’ (average: 4.57) also received high average scores. In contrast, the statement ‘Local governments are carrying out important work for the development and promotion of ecotourism’ (average: 3.54; standard deviation: 1.39) attracted attention with a lower average score, indicating that participants perceive local government efforts in ecotourism development as insufficient. The elevated standard deviation indicates that there are differences of opinion among the participants on this particular issue (

Table 4. Mean and standard deviation evaluation of attitudes toward ecotourism.

Value	Mean	Standard Deviation (SD)
1. Ecotourism creates new job opportunities for local people.	4.82	0.63
2. The development of ecotourism can improve the economic situation of the region.	4.27	0.64
3. Ecotourism increases the purchasing power and quality of life of local people.	4.45	0.79
4. Ecotourism promotes and supports the development of the region where it is practiced.	4.52	0.68
5. Ecotourism accelerates the urbanization of rural areas.	4.39	0.80
6. Ecotourism contributes to the promotion of different cultures.	4.52	0.71
7. Ecotourism helps protect nature and the environment.	4.51	0.79
8. Ecotourism contributes to the development of commercial activities in the region.	4.55	0.67
9. Ecotourism contributes to the protection of historical and cultural heritage.	4.51	0.75
10. Ecotourism acts as a bridge in recognizing different cultures.	4.57	0.68
11. Ecotourism enables tourists and local people to interact.	4.59	0.68
12. Promotion of the region in terms of ecotourism is sufficient.	4.08	0.90
13. Local governments carry out important activities for the development and promotion of ecotourism.	3.54	1.39

).

3.4.1. Relationship Between Sociodemographic Questions and Ecotourism Attitudes

We examined whether marital status affects individuals’ behavior when doing activities in nature. The independence of two categorical variables (marital status and doing activities in nature) was analyzed with the chi-squared test. The chi-square value (10.858) shows a significant difference between the observed and expected values. Since the p-value (0.001) is less than the α = 0.05 significance level, it was concluded that a statistically significant relationship exists between marital status and doing activities in nature. This finding shows that marital status can affect individuals’ behavior when doing activities in nature.

The observed values showed that the behavior of doing activities in nature varies according to marital status. The rate of doing activities in nature (117) for individuals with a marital status of “Married” is lower than the expected value under the independence assumption (133.04). The rate of not doing activities in nature (48) for individuals with a marital status of “Single” is lower than the expected value under the independence assumption (64.04). This indicates that the independence assumption between the two variables is invalid. As a result, a significant relationship was found between marital status and doing activities in nature, showing that this relationship can affect the behavior of individuals.

3.4.2. Ecotourism Perceptions and Ecotourism Attitudes

Factor analysis was used to group cultural and landscape values and their relationship with attitudes (

Table 5. KMO versus Bartlett’s test.

KMO versus Bartlett’s Test
Kaiser–Meyer–Olkin Measure of Sampling Adequacy		0.953
Bartlett’s Test of Sphericity	Approx. Chi-Square	5,838,117
	df	231
	Sig.	0.000

).

The Kaiser–Meyer–Olkin (KMO) value used to test the suitability of factor analysis was calculated as 0.953. This value shows that the sample adequacy is very high and supports the suitability of the data for factor analysis. The approximate chi-square (χ^²) value was found to be 5838.117 as a result of Bartlett’s test of sphericity, and the significance level (p < 0.05) was obtained as 0.000. This result shows a sufficient relationship between the variables and that factor analysis can be performed. According to the eigenvalue statistics, while 49.554% of the initial total variance was explained by the first factor, after the rotation, the first factor explained 25.928%, the second factor 24.155%, and the third factor 15.966% of the variance. In total, the three factors explained 66.049% of the variance. This rate shows that the factor analysis revealed a strong structure (

Table 6. Number of factors and total variance explained based on eigenvalue statistics.

Category	Initial Eigenvalues			Rotation Sums of Squared Loadings
	Total	Varyans Percentage (%)	Cumulative %	Total	Varyans Percentage (%)	Cumulative %
1	10,902	49,554	49,554	5704	25,928	25,928
2	2349	10,679	60,233	5314	24,155	50,083
3	1280	5817	66,049	3513	15,966	66,049
4	…	…	…
5	…	…	…
22	0.172	0.781	100,000

).

When the factor loadings are analyzed, it is seen that the variables are grouped under three factors:

• ** Identity Value ** factor: This factor is represented by variables s9, s8, s7, s10, s6, s5, s1, and s14. Factor loadings vary between 0.720 and 0.823.
• ** Landscape Value ** factor: Variables sc8, sc6, sc2, sc11, sc10, sc9, sc4, sc1, and sc5 are grouped under this factor. Factor loadings vary between 0.648 and 0.743.
• ** Ecotourism Attitude ** factor: Variables s20, s18, s16, s17, and s22 are grouped under this factor. Factor loadings vary between 0.699 and 0.760.

Factor analysis was performed using the Varimax rotation method, and the transformation converged after six iterations. The high factor loadings indicate that the variables have strong relationships with the relevant factors. As a result of this analysis, three fundamental factors were determined: Identity Value, Landscape Value, and Ecotourism Attitude. The fact that these factors explain 66.049% of the total variance shows that the model is valid and reliable. The findings show that the variables determined within the scope of the study cluster significantly under specific themes.

As a result of the principal component analysis (PCA), three main factors were determined by applying varimax rotation. These factors represent the similarities between the variables examined in the study. When the identity value (Component 1) was examined, it had high factor loadings with historical and culturally important structures in the Regional Tourism Development (Figure 2).

As seen in

Table 7. Rotated factor matrix.

Rotated Component Matrix a
Variable		Component
		1	2	3
IDENTITY VALUE	Old Building of Industrial Vocational High School	0.823
	Old Building of Public Education Center	0.796
	Old Prison Building	0.783
	Old Building of Ziraat Bank	0.771
	Old Building of the Military Service Office	0.766
	Old Building of PTT	0.759
	Muşali Behramşah Castle	0.731
	İstanbulluoğlu Neighborhood Mosque	0.720
LANDSCAPE VALUE	Ecotourism contributes to the development of existing commercial activities in the region.		0.743
	Ecotourism contributes to the promotion of different cultures.		0.737
	The development of ecotourism can improve the economic situation of the region.		0.735
	Ecotourism enables tourists and local people to interact.		0.734
	Ecotourism acts as a bridge for the recognition of different cultures.		0.715
	Ecotourism contributes to the protection of historical and cultural heritage.		0.715
ECOTOURISM ATTITUDE	Ecotourism promotes and supports the development of the region where it is practiced.		0.696
	Ecotourism creates new business opportunities for local people.		0.651
	Ecotourism accelerates the urbanization of rural areas.		0.648
	Nalbant Plateau			0.760
	Çerçialanı Village Pond			0.724
	Akdağmadeni Yellow Pine Forests			0.717
	Göndelen Valley			0.716
	Hisarbey Plateau			0.699
	Extraction method: principal component analysis Rotation method: varimax with kaiser normalization

^a Rotation converged in six iterations.

, Industrial Vocational High School Old Building (0.823), Public Education Center Old Building (0.796), Old Prison Building (0.783), Ziraat Bank Old Building (0.771), Military Branch Old Building (0.766), PTT Old Building (0.759), Muşali Behramşah Castle (0.731), and İstanbulluoğlu Neighborhood Mosque (0.720) were obtained. The collection of these variables in a single factor with high-load values shows that the cultural and architectural heritage of the region is an important building block in terms of identity value. The results reveal that these structures are perceived together and shape the historical texture of the area.

Another component is landscape value (Component 2). It is related to the economic, social, and environmental contributions that ecotourism provides to the region. As seen in Table 7, factor loadings are as follows: ecotourism contributes to the development of existing commercial activities in the area (0.743); ecotourism contributes to the introduction of different cultures (0.737); the development of ecotourism can improve the economic situation of the area (0.735); ecotourism enables the integration of tourists and local people (0.734); ecotourism acts as a bridge in the recognition of different cultures (0.715); ecotourism contributes to the protection of historical and cultural heritage (0.715); ecotourism ensures the introduction and development of the region where it is applied (0.696); ecotourism creates new job opportunities for local people (0.651); and ecotourism accelerates the urbanization phenomenon of rural areas (0.648). This factor shows that ecotourism is not only an economic source of income but also makes significant contributions to the promotion of the region, cultural interaction, and the protection of historical heritage. High-load values reveal the multidimensional effects of ecotourism and the effects on sustainable development.

The third component is ecotourism attitude, which represents the attractiveness of natural areas in the region in terms of ecotourism. This factor shows that natural destinations in the region are perceived similarly and have ecotourism potential. These areas stand out as important places in terms of nature tourism and are evaluated as points that can play a strategic role in developing ecotourism.

The study’s results show that ecotourism planning should adopt an approach that supports the protection of cultural heritage, sustainable use of natural areas, and economic development.

4. Discussion

The findings provide a comprehensive overview of ecotourism awareness, perceptions, and behavioral tendencies in Akdağmadeni. The demographic diversity of participants, particularly the balanced age distribution and marital status representation, supports the reliability of interpretations across different social groups. The high proportion of respondents (61.88%) who have previously engaged in nature activities reflects a population already inclined toward ecotourism-related experiences, suggesting a fertile ground for policy interventions. The perception assessment reveals that ecotourism is primarily associated with nature-based experiences and stress relief, with fewer participants viewing it as an elite or luxury activity. This indicates a grassroots understanding of ecotourism that aligns with sustainability and local development goals. Despite the ecological and cultural richness, the perceived lack of effective promotion and public awareness suggests an underutilization of existing assets. Addressing this challenge requires integrated planning and active local leadership. Regarding activity preferences, trekking, cycling, and cultural tourism emerged as dominant. The limited preference for water-based or aerial activities reflects geographical constraints but also highlights potential for diversification through targeted infrastructure and promotional strategies. Medium-level engagement with hunting and mountaineering indicates untapped potential in nature-based recreation. In sum, while Akdağmadeni has a strong base for ecotourism development, addressing local governance weaknesses and diversifying activity offerings can significantly enhance its attractiveness and sustainability.

Study 2 provides essential insights into how participants evaluate ecotourism options in Akdağmadeni by integrating both heuristic and systematic decision-making processes. Interview data reveal that participants heavily relied on cultural identity and landscape values, confirming the validity of the three key components identified: identity value, landscape value, and ecotourism attitude. Historical and cultural elements such as Muşali Behramşah Castle and Akdağmadeni Salebi were consistently cited as influential identity anchors, indicating systematic evaluation based on cultural significance. Similarly, natural landscape features like Kadıpınarı Nature Park and Göndelen Valley were described with emotional and aesthetic appreciation, reinforcing their high landscape value scores in the quantitative data. Moreover, sociodemographic variables—especially marital status—were shown to influence nature-based activity behavior, supported by both chi-square results and interview narratives. Married participants emphasized family-oriented motivations, while singles preferred more flexible, personal experiences. In conclusion, participants blend deep-rooted cultural awareness with practical heuristics when evaluating ecotourism destinations. This dual-process insight highlights the need for balanced planning that addresses both symbolic values and practical visitor expectations in developing Akdağmadeni’s ecotourism potential. The conceptual boundaries of ecotourism are still controversial in the literature. In some studies, this type of tourism is limited to nature-based activities, while in others, it is considered integrated with cultural heritage, local community participation, and sustainable development. This theoretical ambiguity leads to differentiation in research methods and measurement tools. In this context, the study’s methodology strengthened the scientific basis of the data collection tools presented in the general conceptual framework of different definitions of ecotourism and how they are reflected in behavioral models. For example, it should be clearly stated on which definition of ecotourism the survey questions are based and how participant perception is guided within this framework, which is discussed in this section.

While traditional sequential-processing models conceptualize information processing as a hierarchical and stage-based flow, where each higher-order cognitive operation depends on the completion of prior, lower-level processing stages [58], this linear framework has been increasingly questioned in light of dual-process theories. These contemporary models propose that effortful (systematic) and effortless (heuristic) processing can operate independently and in parallel, each exerting a unique influence on attitude formation and decision-making [59]. Empirical studies have demonstrated that individuals do not always follow a rigid, top-down cognitive pathway; instead, they may employ intuitive shortcuts or engage in deliberate reasoning depending on contextual factors and cognitive resources [32,60,61,62]. This shift from a unidirectional to a dual-pathway understanding of cognition offers valuable explanatory power, particularly in ecotourism contexts, where a complex interplay of emotional, cultural, and informational cues shapes decisions. In the present study, such a framework proves especially useful in interpreting participants’ diverse strategies when evaluating local ecotourism opportunities, thus reinforcing the theoretical validity and practical relevance of dual-process approaches.

5. Conclusions

In the first phase of this study (Study 1), the ecotourism potential of the Akdağmadeni District within the scope of cultural and natural landscape values was evaluated with quantitative data through the perception, preferences, and participation levels of the local people. The awareness level of nature-based tourism types, preferred ecotourism activities, and participation barriers were analyzed through a survey applied to the participants. The findings revealed that the participants were highly interested in trekking, bicycle tourism, and cultural tourism. However, the lack of infrastructure and information limited the participation level. In the second phase of the study (Study 2), the background of the quantitative data obtained was supported by qualitative data through semi-structured interviews conducted with individuals selected from among the survey participants. The interview questions were divided into two categories: specific questions focusing directly on the findings in the survey, on the one hand, and general questions regarding individuals’ perception of ecotourism, environmental sensitivity, and their connection with local values, on the other hand. During the interviews, the participants expressed how they perceived the touristic value of elements such as forests, plateaus, and historical and cultural heritage areas of Akdağmadeni, and their attitudes toward these areas.

Theoretical implications: This research provides theoretical contributions to the existing ecotourism literature at two primary levels. First, the study presents a multi-layered model that analyzes local people’s perceptions, experiences, and preferences toward ecotourism in the context of systematic and intuitive information processing. In the previous literature, ecotourism behaviors are usually explained either by environmental awareness or sociodemographic variables [63,64]. This study offered a new perspective by focusing on understanding the information processing tendencies of people toward different ecotourism activities.

Study 1 showed that, although preferences for nature walks, bicycle tourism, and cultural activities were high, these activities were chosen mainly based on pre-existing attitudes. This finding suggests that individuals use intuitive information processing strategies (e.g., “habit-based preference” or “similarity-intuition”). On the other hand, in the qualitative interviews conducted within the scope of Study 2, it was observed that some participants consciously chose activities that were “compatible with nature, family-friendly, and would contribute economically to the region.” This situation suggests that systematic information processing processes are also involved, and individuals make some decisions through multidimensional evaluation. Overall, this study shows that individuals can adaptively switch between intuitive and systematic information processing strategies in ecotourism decisions, and that this depends on the context of the decision and the individual’s cognitive resources. Secondly, the “feature-based intuitive evaluation model” developed within the scope of the research fills a conceptual gap that has not been addressed in the ecotourism literature. While existing studies generally evaluate the destination’s general perception or touristic attractiveness, this study analyzed the preference reasons specific to each activity (e.g., trekking, highland tourism, bicycle tourism) separately. This approach shows that the “perceptual attractiveness” tendency can be measured for general destinations and individual activity types. Thus, it has been revealed in more detail how each ecotourism element triggers an information processing process in individuals. This model has the potential to be adapted not only in the context of ecotourism but also for rural development, sustainable planning, and environmental behavior studies.

Methodological implications: This research contributes methodologically to the existing ecotourism literature and provides a new framework to the literature by developing an original mixed-methods approach. The use of a survey as a quantitative data collection tool and in-depth interviews providing qualitative data stands out as an innovative methodological arrangement, especially in the context of rural tourism. The perception of “tourism close to nature, accessible and contributing to local development” that emerged thanks to the qualitative findings allowed the development of a “multidimensional decision-making model” that holistically integrated many ecotourism elements. This model shows that individuals evaluate not only one element in their decision-making processes but also economic, environmental, and sociocultural values together. When all these elements come together, the mixed methods approach used in the research provides a comprehensive and functional framework that allows for the analysis of the strategies followed by the participants in their ecotourism preferences at both behavioral and cognitive levels. This dual-process insight enhances the transferability of findings to other regions with similar socioecological characteristics. Furthermore, by integrating local awareness and expectations into the planning framework, the study underscores the importance of community participation in shaping sustainable tourism strategies. The case of Akdağmadeni exemplifies how underutilized natural and cultural assets can be re-evaluated through an ecotourism lens, contributing not only to regional revitalization but also offering a replicable model for other developing rural areas. The findings suggest that enhanced public awareness and targeted infrastructure investments are critical to maximizing this potential. Ultimately, this research provides a comparative basis for future studies in different geographic settings and highlights the significance of localized, bottom-up approaches to achieving sustainable tourism and environmental stewardship on a global scale.

In the study, 61.88% of the 383 participants stated that they had participated in nature activities before, and 26.9% defined ecotourism as “spending time with nature.” The most preferred activities were trekking (12.98%), cycling tourism (10.73%), and cultural tourism (10.01%). 28.13% of the participants stated that local governments do not develop strategic policies, and 23.90% stated low public awareness. In addition, the statement “ecotourism’s potential to create employment” received the highest attitude score, averaging 4.82 out of 5. These data points to the strong potential of which:

Managerial implications: This study presents important implications for rural tourism planning and promotion by revealing the heuristic and systematic information processing processes behind ecotourism perceptions in the Akdağmadeni District. The findings show that the public’s preferences for ecotourism activities are dominated by simple and accessible activities that attract attention directly (e.g., trekking, cycling, and cultural tourism). This tendency reveals that decisions are mostly made intuitively, and activities are evaluated with mental shortcuts such as “familiarity”, “simplicity”, or “natural attractiveness”. In this context, local administrators and tourism promotion units should develop promotion strategies emphasizing activities that attract attention directly and have low action costs.

On the other hand, it is understood that less preferred activities (e.g., cave tourism, wildlife observation) are not sufficiently promoted or are left in the background due to perceived access difficulties. Such activities should be highlighted only if they have clear advantages. Otherwise, it is recommended that resources be directed to higher-impact areas. Participants, especially those who process information systematically, should be informed with integrated content based on multiple benefits, as they evaluate multiple elements (nature, family, economic contribution) together. In addition, digital platforms and regional promotion sites should be designed to facilitate users’ decision-making processes. Practical comparison tools, visual simplicity, and emphasis on priority features (e.g., natural beauty, ease of access) can reduce user decision-making confusion. By highlighting values such as proximity to nature, local culture, and economic contribution, both public participation and commitment to the region can be increased. In conclusion, this study reveals that ecotourism decisions are shaped by perceptual attractiveness and value perception. It shows that planning and marketing strategies considering these dynamics will contribute to rural tourism development.