Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation

Magnus Hultman, Azadeh Kazeminia and Vahid Ghasemi

Journal of Business Research, 2015, vol. 68, issue 9, 1854-1861

Abstract: Drawing from the theory of planned behavior and post-materialism assumptions, this study investigates and uncovers key antecedents of the intention to engage in ecotourism and to pay premium prices for the experience. A conceptual model incorporates environmental beliefs, attitudes toward ecotourism, behavioral indications, and willingness to pay premium (WTPP), in combination with materialism and general tourism motivation. Samples of Swedish and Taiwanese tourists empirically test the assumptions. Findings reveal attitudes and environmental beliefs connect positively with intention and WTPP; however, materialistic values exert a negative effect. The results also disclose diverging moderating effects on the environmental beliefs — attitude linkage, depending on the type of tourism motivation guiding the tourist. The research findings offer key insights on what drives consumer behavior in the context of ecotourism.

Keywords: Willingness to pay; Ecotourism; Materialism; Tourism motivation (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (54)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296315000272
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:9:p:1854-1861

DOI: 10.1016/j.jbusres.2015.01.013

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().