Sustainable Behaviors Conceptualization for Forest Adventures Tours: The Case of Cloud Ocean Sites in Hyrcanian Forests Listed as UNESCO’s World Heritage Property

Abstract

The Cloud Ocean phenomenon in the Hyrcanian Forests, listed in the UNESCO World Heritage List, is one of the most stunning yet lesser-known ecotourism destinations that has recently attracted the attention of adventure tours. However, the increasing number of ecotourists visiting these sites is expected to threaten the sensitive ecosystem of the Cloud Ocean sites. Therefore, this study aims to conceptualize sustainable behaviors for off-road forest tours in the Cloud Ocean sites of the Hyrcanian Forests. A combined qualitative-quantitative approach was adopted to achieve this aim, using the meta-synthesis method to cover the qualitative part and Smart PLS software for the quantitative data analysis. The qualitative assessment involved 19 participants, while the quantitative study included 240 experts who helped monitor and evaluate the indicators as components of the model. Previous literature has given little attention to the Cloud Ocean sites. Therefore, the conceptualization of sustainable behavior for forest adventure tours in these sites is considered the most significant contribution of this study. Paying attention to the dimensions of the proposed model can significantly reduce damage to these sites.