From mass tourism to meaningful travel: Unlocking the potential of the German market for indigenous tourism in Mexico

Paulina González-Jiménez, Pablo Andres Barriga Ortiz, Claudia Nelly Berrones-Flemmig and Neda Nouri-Fritsche

IU Discussion Papers - Business & Management from IU International University of Applied Sciences

Abstract: This study investigates the potential of the German tourism market to support Sustainable Indigenous Tourism (SIT) in Mexico. Against a backdrop of growing global demand for transformative, values-driven travel, Mexico's reliance on mass tourism has generated severe environmental degradation and the marginalization of indigenous communities. Sustainable Indigenous Tourism-defined by indigenous ownership, cultural preservation, and community-led economic empowerment-offers a systemic alternative aligned with ethical consumption and sustainability goals. Grounded in an integrative theoretical framework combining the Theory of Planned Behavior, Theory of Consumption Values, and Past Behavior, this mixed-methods research examines German travelers' interest and willingness to pay (WTP) for SIT experiences. Quantitative findings from a structured survey of 204 respondents, analyzed via multiple regression and exploratory factor analysis, reveal that perceived value (Ø = 0.525, p

Keywords: Sustainable Indigenous Tourism; Willingness to Pay; German Tourism Market; Mexico; Macromarketing (search for similar items in EconPapers)
JEL-codes: M O Q Z (search for similar items in EconPapers)
Date: 2026
New Economics Papers: this item is included in nep-mac and nep-tur
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:iubhbm:344087

DOI: 10.56250/4153

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