Environmental Sensitivity Training Effect on Sri Lankan Tour Guides Pro-Wildlife Behaviours: Mediator Role of Work Engagement

This study investigates the effectiveness of environmental sensitivity training (EST) in fostering pro-wildlife behaviours (WB) among tour guides in Sri Lanka, and explores the mediating role of work engagement (WE) in this relationship. The study aims to contribute to both tourism practice and wildlife conservation in Sri Lanka by providing evidence-based recommendations for training program design, policy development, and conservation efforts. Using a quantitative research design researcher used online surveys to collect data from 357 tour guides operating in wildlife-rich areas across Sri Lanka using Purposive Sampling Technique. The survey measures participants' exposure to EST programs, their levels of WE, and their engagement in specific WB that contribute to wildlife conservation. The data is analysed using confirmatory factor analysis (CFA) and structural equation modelling (SEM) to test the hypothesized relationships between the variables. The results reveal a positive effect of EST on WB, mediated by WE. Specifically, the findings indicate that EST programs enhance WE among tour guides, which in turn leads to increased adoption of pro-wildlife behaviours. The results also show that EST programs incorporating immersive nature experiences, personal development activities, and career development opportunities have a stronger impact on WE and WB. Moreover, this study provides valuable insights for the development of more targeted and impactful training programs for tour guides in Sri Lanka. By incorporating strategies to enhance both environmental sensitivity and work engagement, training programs can empower tour guides to act as responsible stewards of wildlife and influence tourist behaviour. The study also provides evidence-based suggestions for policymakers to formulate regulations and incentives that promote responsible tourism practices among tour operators and guides. Furthermore, the study demonstrates how empowering tour guides as ambassadors for wildlife conservation can foster a collective sense of responsibility for protecting Sri Lanka's natural treasures.