Sustainability of Ski Tourism in China: An Integrated Model of Skiing Tourists’ Willingness to Pay for Environmental Protection

Zhijian Bai and Yang Zhang
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Zhijian Bai: Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa 999078, Macau, China
Yang Zhang: Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa 999078, Macau, China

Sustainability, 2021, vol. 13, issue 16, 1-16

Abstract: This study aimed to explore ski tourists’ willingness to pay for environmental protection for the sustainable development of a ski tourism destination as a valuable tourism market in China. The result of the structural model revealed that the integrative models of the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) have the most significant explanatory power. The ski tourists’ willingness to pay can be enhanced by volitional, nonvolitional and altruistic factors. Additionally, the moderating and mediating roles of perceived authenticity on the integrative model have also been confirmed. This study is the first to provide a conceptual framework merging the TPB and NAM in the domain of environmental protection behavior in the Chinese ski tourism field for sustainable tourism development.

Keywords: ski tourism; willingness to pay; perceived authenticity; theory of planned behavior; Norm Activation Model; sustainable tourism resource (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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