Factors Influencing the Willingness to Pay in Yachting Tourism in the Context of COVID-19 Regular Prevention and Control: The Case of Dalian, China

Yunhao Yao (), Ruoquan Zheng and Merle Parmak
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Yunhao Yao: College of Public Administration and Humanities, Dalian Maritime University, Dalian 116000, China
Ruoquan Zheng: College of Public Administration and Humanities, Dalian Maritime University, Dalian 116000, China
Merle Parmak: College of Public Administration and Humanities, Dalian Maritime University, Dalian 116000, China

Sustainability, 2022, vol. 14, issue 20, 1-17

Abstract: This study attempts to construct a framework of factors affecting the yachting tourists’ willingness to pay (WTP) in the context of COVID-19 regular prevention and control in Dalian, China. Relying on the framework of the extended theory of planned behavior (TPB), perceived external institutional and destination attribute factors are introduced to enhance the prediction of WTP. The results of the multivariate ordinal logistic regression model show that significant factors affecting yachting tourists’ WTP are income, education, past consumption experience, attitudes, destination attributes, and perceived behavior control. In addition, different factors affect the WTP of tourists who prefer motor boats and non-motor boats.

Keywords: COVID-19; yachting tourism; willingness to pay (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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