The Role of Learning of Children's Tourism in Sustainable Tourism Development: The Moderating Role of Family Demographic Characteristics.

Education and learning is a key element to having a sustainable society in which children have the highest potential for effective education. Properly designed tourism spaces with the dimensions of the child's existence can play the role of a suitable teacher to experience and learn great life lessons with other attractions. Child-friendly spaces mainly seek to create a suitable environment in tourism environments for entertainment and recreation, education, intellectual and social development of these people. Therefore, the present study was conducted to investigate the role of learning from children's tourism on sustainable tourism development. The statistical population of the study includes all parents with children and the samples were selected from tourists in Mashhad whose children were between 6 and 12 years old. The sample size was obtained using Cochran's formula equal to 384 people who were selected based on available non-random sampling method. A standard questionnaire was used to measure the variables. The validity of the questionnaire was diagnostic, convergent and divergent and the reliability of the questionnaire was assessed with Cronbach's alpha coefficient. The research model was tested based on structural equation method and LISREL software. The results showed that motivation to learn has a positive effect on learning benefits for children. Motivation to learn has a positive effect on children's environmental protection behaviors. Benefits of learning for children have a positive effect on children's environmental protection behaviors Demographic characteristics of the family (including child gender, education level, parents, average family monthly income, number of children) have a moderating role on learning benefits and environmental protection behaviors in tourist children. Finally, the moderating role of family demographic characteristics (including child gender, parents' education level, average family monthly income, number of children in the family) in the relationship between learning motivation and learning benefits in tourist children was also confirmed