Abstract
This study examined the relationships among materialism, ecotourism attitude, ecotourism interest, ecotourism intention, and willingness to pay a premium for ecotourism utilizing a model that was developed based on the literature. Data for this study were collected from 2,352 Italian travelers and proposed hypotheses were tested using a structural equation modeling approach. Findings indicated that individuals’ materialistic value has negative relationships with their ecotourism attitude, ecotourism interest, ecotourism intention, and willingness to pay a premium for ecotourism products and services. Findings also suggested that individuals’ ecotourism attitude would positively influence ecotourism intention, ecotourism interest, and willingness to pay a premium for ecotourism products and services.
| Original language | English |
|---|---|
| Pages (from-to) | 176-189 |
| Number of pages | 14 |
| Journal | Journal of Travel Research |
| Volume | 55 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2016 Feb 1 |
| Externally published | Yes |
Keywords
- ecotourism attitude
- ecotourism intention
- ecotourism interest
- materialism
- willingness to pay a premium
ASJC Scopus subject areas
- Geography, Planning and Development
- Transportation
- Tourism, Leisure and Hospitality Management
