Ấn phẩm:
Willingness to pay premium for ecotourism: the impact of perceived value, environment concern and fear of Covid-19
Tóm tắt
This study examines an integrated model that analyzes the impact of perceived value and environmental concerns on ecotourism intention and tourists’ WTP. In particular, the moderating effect of tourist fear of COVID-19 on their WTP is explored. The results of SEM in AMOS 22.0 indicate that fear of COVID-19 significantly negatively affects tourist intention and their willingness to pay premiums for ecotourism. The findings also show that perceived value and tourist environment concerns positively impact their WTP. This study also provides practical implications for ecotourism providers, marketers, and government. The government must consider strategies designed to maintain and enhance the eco-destination places and environmental intention. Ecotourism marketers should focus on increasing the unique image of ecological sites. These efforts will create a favorable action for tourists. Otherwise, ecotourism providers might increase the prospective customer base among materialistic consumers. Furthermore, they can provide ecotourism promotion materials for target customers.
Mô tả
Tác giả
Vu Hoang Nam Assoc.Prof.PhD
Nguyen Thi Khanh Chi PhD
Nguyen Thi Khanh Chi PhD
Tác giả khác
Người hướng dẫn
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Nhà xuất bản
Học Viện Tài chính
Năm xuất bản
2023
ISSN tạp chí
Nhan đề tập
Từ khóa chủ đề
Perceived value , Environment concern , Ecotourism intention , Willingness to pay premium
Địa chỉ truy cập
Vui lòng sử dụng ứng dụng DRM AOF để đọc tài liệu số
