Exploring the consumer’s willingness to pay for the sustainable tourism label

Quynh-Liên Duong ()
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Quynh-Liên Duong: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: The purpose of this study is to understand the consumers' attitudes toward responsible tourism's label. We study the literature about the responsible tourism and propose a research model explaining the consumer's behaviour. We examine the willingness to pay for the responsible tourism label (WTP), 2) and explore the influence of factors like sociodemography, psychology and personal values over consumers' WTP for socially responsible tourism's label. We build our research framework and use the conjoint analysis in order to measure the WTP.

Keywords: Consumer’s willingness; Consumer behaviour; Sustainability (search for similar items in EconPapers)
Date: 2023-07-11
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Published in 24th AMS World Marketing Congress, Academy of Marketing Science, Jul 2023, Canterbury, UK, United Kingdom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04474419

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