Iowa Wetlands Visitors` Decision-Making Process -An Extended Model of Goal-Directed Behavior-

The purpose of the study is to examine the effects of the perceived beuefits ou beha vioral intentions in visiting wetlands of Iowa. This study proposes an extended model of goal-directed behavior (EMGB) iucorporatiug perceived beuefits of wetlauds to uu derstand the nature-based wetland visitors`` decision-making processes and their behavio ral iuteutious. The results of the EMGB usiug structural equatiou modeliug iudicate th at perceived beuefits of wetlauds had siguificaut impact ou attitudes toward wetlauds. In addition, attitude, subjective norm, negative anticipated emotion significantly influen ced desire to visit wetlands. Also, desire had significant impact on intention. This st udy provides a uew insight to better uuderstaud impact of the perceived beuefits of w etlands on attitudes as well as relationships among constructs presented in the model. The finding will provide useful information on tourism management and marketing str ategy to promote nature-based tourism development in Iowa.