MODELLING VOLUNTEER COMMUNITY PERCEPTIONS AND THEIR INFLUENCE ON PARTICIPATION WILLINGNESS IN SEA TURTLE CONSERVATION
DOI:
https://doi.org/10.37231/apj.2026.9.1.906Abstract
Abstract: This study examines the influence of volunteer community perceptions on willingness to participate in sea turtle conservation in Malaysia. A quantitative research design was employed, with data collected from volunteers involved in conservation programmes in Terengganu and Sabah using a structured questionnaire. A total of 373 valid responses were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to assess the relationships between six key dimensions: awareness and education, government and regulation, community empowerment, ecotourism impact, sustainable practices, and challenges and solutions. The findings reveal that ecotourism impact and challenges and solutions are the strongest predictors of volunteer willingness, followed by government regulation, community empowerment, and awareness and education. In contrast, sustainable practices were not found to significantly influence willingness to participate. These results indicate that volunteers are more strongly motivated by tangible benefits, practical solutions, and institutional support rather than abstract sustainability considerations. This study contributes to the conservation and tourism literature by providing a multidimensional understanding of volunteer community perceptions in shaping conservation participation. The findings offer practical insights for policymakers and conservation organisations to design more effective engagement strategies. Emphasising experiential value, clear governance, and actionable conservation initiatives is essential to enhance volunteer participation and support the long-term sustainability of sea turtle conservation programmes.
Keywords: Conservation Marketing; Ecotourism; Sea Turtle Conservation; Volunteer Community Perception; Malaysia
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